A major retailer studied the image of two of its units,a discount specialty store chain and an upscale specialty store chain,using a positioning map technique.Both of these units' images were clustered in the same quadrant.Which statement best explains this phenomenon?
A)Each chain has a distinct image.
B)Both chains appeal to the mass market.
C)Both chains appeal to the same target market.
D)Both chains are perceived as being upscale.

Question

Quizplus · Accepted Answer

The fact that both of these units' images were clustered in the same quadrant indicates that they appeal to the same target market. This means that the perceived customer base for both the discount specialty store chain and the upscale specialty store chain is likely to be similar, despite the fact that they may have different brand images or marketing approaches. It is possible that both chains are offering different levels of product quality or customer service, but their target customers may have similar demographic, psychographic or behavioral characteristics, leading to this overlap in their market positioning.

A Major Retailer Studied the Image of Two of Its