BRAND POSITIONING THROUGH MULTIDIMENSIONAL SCALING: A STUDY IN THE TURKISH SHAMPOO MARKET

Abstract

The aim of this study is to reveal the position of seven shampoo brands that exist in the Turkish market. In this research, perceptual mapping technique was used based on the attribute data and attribute ratings. The results of this study indicate that two most important dimensions that are effective on consumer evaluations of shampoo brands are found to be brand affect and brand Trust & Customer Services