Market Positioning of Category Killer, Miscellaneous Goods in the Perception of Customer in Chiang Rai Province
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Abstract
The objective of this research is to investigate consumer perception of the marketing position of category killer selling miscellaneous goods in province of Chiang Rai, including Daiso, Moshi Moshi, Miniso, Watts and MR.D.I.Y. The study is a quantitative one, with questionnaires used to gather information from 400 participants. Multidimensional Scaling (MDS) was used to evaluate the data to form the perceptual map. The findings indicate that there are three groups into which consumer perceptions can be divided. First, consumers perceived Moshi Moshi, and Miniso as the most direct rivals, offering items with distinctive designs in a wide range of pricing points. Second, MR.D.I.Y. and Daiso are seen as occupying the same market space and providing a broad selection of generic goods that are offered by other stores. To reiterate, they are not in direct competition with the first and third groups. Last, the Watts shop was viewed differently from the earlier groupings. Typically, it offers products with distinctive designs using a single price format.
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