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Jetblue’s Perception

Based on the perceptual map, we can see that JetBlue is perceived as a brand with low scores on both the serious and leader dimensions, and it falls within the fun quadrant with a lower score on the latest dimension. However, it is placed closer to the center, indicating that it is not an extreme brand in any particular dimension. Overall, compared to the other brands, JetBlue’s perception is relatively average, and it might benefit from improving its scores on the serious and leader dimensions to gain a more positive perception among customers.

For JetBlue and Amazon, being in the bottom left quadrant with fun suggests that they are not strongly perceived as being fun brands, but rather they are more likely to be associated with other attributes such as value for Amazon and leadership for JetBlue.

CarMax and BestBuy are perceived as more serious and leader brands in the top-right quadrant of the perceptual map

Based on the dendrogram and clustering results, JetBlue is most similar to Amazon among the brands included in the analysis. This is because JetBlue and Amazon are in the same cluster, which means they have similar profiles based on the attributes analyzed. On the other hand, they are farthest from Fuddruckers, which is in a different cluster. This suggests that Fuddruckers is the brand that is least similar to JetBlue in terms of the attributes analyzed in this analysis.

-Akshay Kulkarni

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Brands Biplot

Perceptual Map

Dendogram