Multidimensional Scaling Analysis: An Application to Positioning Cosmetic Brands

DOI

10.2991/assehr.k.210618.010How to use a DOI?

Keywords

Positioning, Multidimensional Scaling, Multivariate, Cosmetic, Wardah

Abstract

Positioning is one of the most powerful marketing concepts. The importance of knowing the position of the product because the positioning is part of the broader marketing strategy which includes three basic decision levels, namely segmentation, targeting and positioning. In statistics, a method that can describe the positioning is Multidimensional Scaling (MDS). The purpose of multidimensional scaling is to provide a visual description of the proximity pattern as similarities or distances between a set of objects. Cosmetic products always get the attention of women including students as consumers who tend to always follow lifestyle trends that involve physical appearance and beauty. This study finds out the position of Wardah cosmetics compared to nine other brands on the market based on the attributes that influence consumers’ perceptions in buying cosmetics. The observed variables in this research are attributes of cosmetic products which are: brand, packaging, price, and ingredients. By using the MDS method, the results show that Wardah cosmetics are in the positive zone when viewed from packaging and safe material and suitable for the skin, but Wardah is in the negative zone when viewed from brand popularity and inexpensive.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wiwit Pura Nurmayanti
AU  - Siti Arni Wulandya
AU  - Abdul Rahim
PY  - 2021
DA  - 2021/06/21
TI  - Multidimensional Scaling Analysis: An Application to Positioning Cosmetic Brands
BT  - Proceedings of the 2nd Progress in Social Science, Humanities and Education Research Symposium (PSSHERS 2020)
PB  - Atlantis Press
SP  - 49
EP  - 52
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210618.010
DO  - 10.2991/assehr.k.210618.010
ID  - Nurmayanti2021
ER  -