Bob at Bob’s Furniture is looking at a perceptual map about customers’ ideas about his products. The attributes customers care most about are price and comfort. They care less about aesthetics and quality. The attributes in which Bob’s products are doing worst are comfort and quality. They are doing best on price and aesthetics. Which attribute should be Bob’s priority as he tries to improve? a. quality b. comfort c. aesthetics d. price

Bob should prioritize on b. comfort to improve his business.

Explanation:

A perceptual map is a chart that represents the views of customers about specific attributes of a product, an organization, brand or service.

In the above scenario, Bob was the owner of Bob’s furniture. He was looking at the perceptual map about his product. He came to know that customers concentrate on price and comfort. His product was designed focusing on the price and aesthetics attribute. But customers never care about aesthetic and quality.

So Bob decides to give priority to comfort to improve his business. As they are already focusing on price, he decided to take additional care on comfort of the product.

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