Answer Happy

Part 1 You are responsible for a brand of frozen pizza. You have four close competitors in the region, and you are interested in obtaining a better understanding of consumers' perceptions of all five frozen pizzas (Brands A, B, C, D, E) on four product attributes: nutritional content, price, freshness of ingredients, and doughy crust. You survey a large number of members of your target market segment, young moms, with the following question format: To what degree do the following characteristics describe (insert-Brand A, B, C, D, E)? (On a scale of 1-10, where 1 = not at all, and 10 = perfectly describes). (Attribute—insert one: high nutritional content, high price, fresh ingredients, doughy crust): 1 2 4 5 6 7 8 9 10 + perfectly HE describes 3 not at all that all five brands are rated on all four attributes.) The resulting data are fairly consistent among respondents, meaning that this particular target market segment is fairly homogeneous in its perceptions of frozen pizzas. Therefore, you feel comfortable averaging responses. The results of the survey, with average responses rounded to the nearest whole number, are displayed below: Attributes Brand A Brand B Brand C Brand D Brand E 5 5 5 5 Nutrition Price Ingredients Crust 3 7 1 9 2 Please create a perceptual map for these results in the space below.