印尼市場之筆記型電腦品牌定位圖

Abstract

The notebook PCs market in Indonesia has grown very fast in the last few years. Currently more than a dozen of notebook PC vendors compete fiercely try to capture this growing opportunity. To catch this growing opportunity, companies must understand the market characteristic and be able to position its brand effectively. Perceptual map or sometimes be called as positioning map, has long been known as a very practical way to show how different brands compete and position themselves in the mind of the customers. The main objective of this thesis is to draw the perceptual map of notebook PCs in Indonesia, and to find out what the most important factors for Indonesian customer when buying a notebook PC. Several methods such as factor analysis, discriminant analysis or correspondence analysis can be used to generate a perceptual map. In this research we decided to use a multidimensional scaling method, a technique to map the position of stimulus based on similarity or preferences distance. Data were collected through online survey using convenient sampling method. The sampling time was divided to two phase. The samples that were collected through second phase were used to check the reliability and validity of the survey.