• Amrita Chatterjee
• Dr. Isita Lahiri

The challenge every market player faces in today’s world is how to achieve sustainable growth by retaining existing consumers and at the same time by attracting new consumers. Globalization, rapid expansion of market, and introduction of advance technology in the field of consumer market have given a boost to the demand of FMCG brands as a whole. Multidimensional scaling technique is used in this study to identify the proximities between the FMCG product brands in each of the three categories. The researcher uses ALSCAL method of MDS. In the questionnaires for detergent brands, a particular question is given to get data for multidimensional scaling in the main research. The data are used for MDS are in ordinal scale because consumers are asked to rank their preferences as per their perception about the proximity of the brand in their respective categories.

Perceived Rank, Brand Preference, Perceptual Map, and Dimension

"Preference Analysis of Consumers Based On Perceptual Map with Respect to Different Detergent Brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.54-59, August-2018, Available :http://www.jetir.org/papers/JETIR1808488.pdf

"Preference Analysis of Consumers Based On Perceptual Map with Respect to Different Detergent Brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp54-59, August-2018, Available at : http://www.jetir.org/papers/JETIR1808488.pdf