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ATTRIBUTE BASED PERCEPTUAL MAPPING USING DISCRIMINANT ANALYSIS REGARDING SELECTED BRANDS OF MOBILE HANDSETS: AN EMPIRICAL INVESTIGATION IN HARYANA

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Author(s): Dr. Ashutosh Nigam

Journal: International Journal of Computer Science and Management Studies
ISSN 2231-5268

Volume: 12;
Issue: 03;
Start page: 188;
Date: 2012;
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Keywords: Brands | Mobile handsets.

ABSTRACT
Indian mobile handset industry has seen explosive growth backed by liberalization and heavy investment in the telecommunication infrastructure. With growth it becomes extremely important for mobile handset brands to position their brands properly. This paperattempts to know how customers perceive different brands of mobile handset in the light of attributes considered by consumers in making purchase decision. A questionnaire survey of 300 respondents was collected in Haryana. Discriminant analysis is used to draw perceptual maps showing selected mobile handset companies. The results showed that selected mobile handset brands do not differsignificantly with regard to given attributes.
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