SEMANTIC SCALES – VODITES MARKET – PERIOD 4 - BRAVO

The semantic scales study provides data based on a semantic differential questionnaire administered to 600 individuals. Several semantic
scales corresponding to the Vodites physical attributes were presented to the respondents. For example 1 in Resolution means low Resolution
and 7 in Resolution means high Resolution.
Several crucial information are derived from these questionnaires: brand perceptions, ideal value along each scale, ideal value evolution, brand
maps.

Brand perceptions
Respondents are asked to rate each brand according to the way they perceive the brand on each characteristic. The reported results are
summarized in the table below, using the mean value for each brand.
Brand Firm Resolution Energy Carbon Footprint Connectivity Apps Price
REIGN RADIAN 5.0 3.4 4.3 4.6 3.7 6.5
TERRORS T 3.1 3.8 2.2 5.5 2.6 6.5

Ideal Values
Respondents are also asked to indicate their preferred (also called “Ideal”) value on each scale. The reported results are summarized in the
table below, using the mean value for each segment.
Segment Resolution Energy Carbon Footprint Connectivity Apps Price
Innovators 5.1 3.3 4.3 4.9 3.7 6.2
Adopters 4.5 4.1 4.9 4.0 4.3 5.4
Followers 3.4 4.5 3.4 3.3 3.3 4.7

Importance of characteristics
Finally, respondents are asked to rate the importance of each characteristic in their purchasing decision. Although consumer segments differ
on the exact importance ratings attributed to the characteristics, they tend to agree on the ranking of the scales, i.e. their “relative”
importance. This is why only average value are reported on the chart below. Ratings are given on a scale from 1 (not important) to 10 (very
important).

1
Brand Maps
Maps representing consumers’ perceptions based on the semantic scales can be obtained for each pair of attributes. Five maps are provided
below. We invite you to export data into Excel and draw additional maps if needed
Brand Maps – Connectivity X Price

Brand Maps – Connectivity X Resolution

2
Brand Maps – Connectivity X Energy

Brand Maps – Connectivity X Carbon Footprint

3
Brand Maps – Connectivity X Apps

Ideal Value Evolution

This study monitors the evolution of consumer needs over time. The preferred values on each scale over the past (3 years maximum) are
recorded in the table below, for each consumer segment.
Segment Period Resolution Energy Carbon Footprint Connectivity Apps Price
Adopters Period 2 4.4 4.0 4.9 3.8 4.3 5.5
Adopters Period 3 4.4 4.0 4.9 3.8 4.3 5.5
Adopters Period 4 4.5 4.1 4.9 4.0 4.3 5.4
Followers Period 2 3.3 4.4 3.4 3.1 3.3 4.8
Followers Period 3 3.3 4.4 3.4 3.1 3.3 4.8
Followers Period 4 3.4 4.5 3.4 3.3 3.3 4.7
Innovators Period 2 5.1 3.3 4.3 4.8 3.7 6.3
Innovators Period 3 5.1 3.3 4.3 4.8 3.7 6.3
Innovators Period 4 5.1 3.3 4.3 4.9 3.7 6.2

4
MULTIDIMENSIONAL SCALING OF BRAND SIMILARITIES &
PREFERENCES – VODITES MARKET – PERIOD 4 - BRAVO
The Multidimensional Scaling study is not available because of the small number of brands marketed in this market.