Perceptual Mapping of English Dailies Using Multi-dimensional Scaling

Abstract

The present study aims to construct a perceptual map of English dailies using multidimensional scaling method based on consumer perception. In a pretest the six newspaper brand names namely, Times of India, Hindustan Times, The Hindu, The Economic Times, Business Standard and The New Indian Express, were selected based on consumers’ familiarity rating on 1 to 7 point scale. To collect consumers’ perception data on these newspapers, the direct approach was used where they were asked to judge the similarity/dissimilarity among the six newspapers brand names using their own criteria on a 10 point scale (1=very similar/ 10= very dissimilar). To draw the perceptual map, the multidimensional scaling analysis was computed using SPSS. The stress value (0.73) was used to identify the number of dimensions. The two dimensions namely “news coverage” ranging from general to specific and “entertainment/leisure” aspect ranging from high to low was found appropriate to draw the perceptual map. The Times of India and Hindustan Times were found balanced on both the dimensions. The Hindu was found to a have a unique image in consumer’s mind and on the two dimensional map. The economic times and business standard were high on business aspect. The managerial implications and limitation of study is discussed.