Understanding Consumer Perception And Measurement Scales

Consumer perception is a very important factor for any business with a new product or an existing one. Consumer perception is driven from the nature of attitudes. Cooper and Schindler (2014) states “An attitude is a learned, stable predisposition to respond to oneself, other person, objects, or issues in a consistently favorable or unfavorable way.” (Cooper & Schindler, 2014, p. 268-269). Understanding consumer perception helps a business understand why the consumer purchased the items they purchased or did not purchase. Measurement scales consist of four different categories nominal, ordinal, interval, and ratio. Nominal scales are used to label variables. Ordinal scales are what focuses on the order of the values. Interval scales is the scale that the order is known along with the difference between each value. The last scale ratio scales give the order, interval values, and the ability to calculate ratios. …show more content…
Bikes come from comfort bike, mountain bike, road bike, and fitness bike. All types of bikes have pros and cons. The comfort bike is used for leisure activities. The advantage to the comfort bike is they are less cost, but the disadvantage to them are they could be hard to pedal with off road or hills. The mountain bike is for rugged trails. Some pros to the mountain bike is it more durable, but it is heavier than road bikes. The road bike is what someone wants that is planning to ride several miles for a long period of time. The handlebars can be both an advantage and disadvantage to road bikes. They are lower that helps for the long ride, but some people find that uncomfortable. The fitness bike is used to burn calories and cardiovascular workout. Fitness bikes are more comfortable than road bikes, but less aerodynamic than one. (Bike Buying Guide,