Using consumers' perceptions for the cognitive analysis of corporate-level competitive structurse
作者: Gerard P. HodgkinsonAnne E. TomesJo Padmore
作者单位: 1School of Business and Economic Studies, University of Leeds, Leeds, Nevada, UK
2Sheffield University Management School, University of Sheffield, Sheffield, UK
刊名: Journal of Strategic Marketing, 1996, Vol.4 (1), pp.1-22
来源数据库: Taylor & Francis Journal
DOI: 10.1080/09652549600000001
关键词: Competitive structurescompetitive positioning analysisstrategic groupscognitive mappingcompetitor cognitionmanagerial and organizational cognition
原始语种摘要: As the battle for future growth in saturated and post-saturated industries and markets intensifies, competitors must develop the means for ensuring that they maintain the loyalty of their existing customers, whilst seeking to attract new customers from rival firms. To this end, the present paper reports the findings of an empirical investigation which explored consumers' mental models of competitive structures in the UK grocery retail industry. A similarity tree analysis was performed in conjunction with non-metric multidimensional scaling, in order to reveal the bases on which consumers differentiate various competitors. The findings suggest that consumers distinguish two groups of competing stores, primarily on the basis of quality and convenience. The competitive structure identified...
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