The Excel file 'per maps_sneakers' contains average ratings of 10 sneaker brands on 9 dimensions. Construct a perceptual map that underlies these perceptual ratings. What are your conclusions about the perceptual structure of this market? What would your advise to brand F be?
THIS CHART AVOVE IS CORRELATIONS \begin{tabular}{|l|r|r|r|r|r|r|r|r|r|} \hline brand & perform & leader & latest & fun & serious & bargain & value & trendy & rebuy \\ \hline a & 1.65 & 3.04 & 7.46 & 7.87 & 1.77 & 4.83 & 4.78 & 3.78 & 2.21 \\ \hline b & 7.47 & 7.21 & 8.43 & 3.4 & 7.61 & 4.37 & 4.7 & 7.25 & 4.33 \\ \hline c & 6.57 & 7.45 & 5.88 & 3.75 & 7.72 & 2.64 & 3.28 & 5.29 & 3.39 \\ \hline d & 2.31 & 2.87 & 7.28 & 6.58 & 2.4 & 1.91 & 2.1 & 7.24 & 2.47 \\ \hline e & 2.68 & 4.92 & 7.6 & 6.88 & 4.44 & 5.73 & 5.34 & 5.6 & 3.82 \\ \hline f & 4.3 & 5.12 & 2.31 & 5.47 & 5.96 & 6.59 & 6.79 & 2.99 & 7.18 \\ \hline g & 7.43 & 3.98 & 2.24 & 4.65 & 2.84 & 6.65 & 7.35 & 1.72 & 7.19 \\ \hline h & 4.44 & 3.64 & 7.74 & 8.03 & 3.93 & 2.29 & 2.46 & 7.59 & 2.19 \\ \hline i & 5.56 & 3.58 & 7.29 & 7.2 & 3.91 & 3.58 & 2.41 & 6.84 & 3.21 \\ \hline j & 2.47 & 2.36 & 5.72 & 6.85 & 2.65 & 4 & 4.16 & 3.9 & 1.28 \\ \hline \end{tabular} AVERAGED \begin{tabular}{|l|r|r|r|} \hline Brand & \multicolumn{1}{|l|}{ Bargain } & \multicolumn{1}{l|}{ Trendy } & Performance \\ \hline a & 3.94 & 6.37 & 2.153333 \\ \hline b & 4.466667 & 6.36 & 7.43 \\ \hline c & 3.103333 & 4.973333 & 7.246667 \\ \hline d & 2.16 & 7.033333 & 2.526667 \\ \hline e & 4.963333 & 6.693333 & 4.013333 \\ \hline f & 6.853333 & 3.59 & 5.126667 \\ \hline g & 7.063333 & 2.87 & 4.75 \\ \hline h & 2.313333 & 7.786667 & 4.003333 \\ \hline i & 3.066667 & 7.11 & 4.35 \\ \hline j & 3.146667 & 5.49 & 2.493333 \\ \hline \end{tabular} AVERAGES FOR PERCEPTUAL MAP Bargain X Trendy 9 Trendy X Performance THIS CHART AVOVE IS CORRELATIONS \begin{tabular}{|l|r|r|r|r|r|r|r|r|r|} \hline brand & perform & leader & latest & fun & serious & bargain & value & trendy & rebuy \\ \hline a & 1.65 & 3.04 & 7.46 & 7.87 & 1.77 & 4.83 & 4.78 & 3.78 & 2.21 \\ \hline b & 7.47 & 7.21 & 8.43 & 3.4 & 7.61 & 4.37 & 4.7 & 7.25 & 4.33 \\ \hline c & 6.57 & 7.45 & 5.88 & 3.75 & 7.72 & 2.64 & 3.28 & 5.29 & 3.39 \\ \hline d & 2.31 & 2.87 & 7.28 & 6.58 & 2.4 & 1.91 & 2.1 & 7.24 & 2.47 \\ \hline e & 2.68 & 4.92 & 7.6 & 6.88 & 4.44 & 5.73 & 5.34 & 5.6 & 3.82 \\ \hline f & 4.3 & 5.12 & 2.31 & 5.47 & 5.96 & 6.59 & 6.79 & 2.99 & 7.18 \\ \hline g & 7.43 & 3.98 & 2.24 & 4.65 & 2.84 & 6.65 & 7.35 & 1.72 & 7.19 \\ \hline h & 4.44 & 3.64 & 7.74 & 8.03 & 3.93 & 2.29 & 2.46 & 7.59 & 2.19 \\ \hline i & 5.56 & 3.58 & 7.29 & 7.2 & 3.91 & 3.58 & 2.41 & 6.84 & 3.21 \\ \hline j & 2.47 & 2.36 & 5.72 & 6.85 & 2.65 & 4 & 4.16 & 3.9 & 1.28 \\ \hline \end{tabular} AVERAGED \begin{tabular}{|l|r|r|r|} \hline Brand & \multicolumn{1}{|l|}{ Bargain } & \multicolumn{1}{l|}{ Trendy } & Performance \\ \hline a & 3.94 & 6.37 & 2.153333 \\ \hline b & 4.466667 & 6.36 & 7.43 \\ \hline c & 3.103333 & 4.973333 & 7.246667 \\ \hline d & 2.16 & 7.033333 & 2.526667 \\ \hline e & 4.963333 & 6.693333 & 4.013333 \\ \hline f & 6.853333 & 3.59 & 5.126667 \\ \hline g & 7.063333 & 2.87 & 4.75 \\ \hline h & 2.313333 & 7.786667 & 4.003333 \\ \hline i & 3.066667 & 7.11 & 4.35 \\ \hline j & 3.146667 & 5.49 & 2.493333 \\ \hline \end{tabular} AVERAGES FOR PERCEPTUAL MAP Bargain X Trendy 9 Trendy X Performance
