Modeling of Customer Preferences on Product Features and Comparing the Competitors' Performances

摘要

Understanding of consumers' perception about various product features helps companies to identify their own strengths and weaknesses. This article aims at finding the relative brand position of a company along with the nature of preference as perceived by the customers towards its major competitors. Information obtained through a feedback survey was subjected to analysis using multivariate statistical techniques. Feature-based preferences by the customers to evaluating companies' performances in the retail footwear market are reported here.