本文應用非計量多元尺度法的分析技術，衡量受測者對所選定的七種碳酸飲料的知覺與偏好，愛過受測者對各品牌飲料的知覺判斷與偏好選擇，在受測者心中產生品牌印象圖及對個別產品需求的反應。由品牌與屬性所得的空間構形可做為產品定位研究，而由受測者對產品需求的位置，亦即理想品牌點，及構面衡量標準可做為市場區隔的基礎。
　　本研究採直接二比法以排卡方式，對各廠商企劃經理及北區六所大專院校在校生採配額抽樣，而完全以人員訪問收集資料。分析結果如下：
　　1.消費者相似知覺判斷及對構面的評估標準皆非常一致。
　　2.供給面與需求面知覺意識型態無顯著差異。
　　3.消費者知覺判斷與偏好行為無顯著差異。
　　4.消費者對各品牌飲料的屬性偏好非常一致。

　　This thesis applies Nonmetric Multidimensional Scaling techniques to the rating of subject''s preceptions and perferences about seven brands of soft beverages which are chosen previously. Given subject''s similar preception judgements and attribute preference rating we can build a map of brand images in the minds of the respondents and an indication of individual respondent''s product requirements. In a spatial configuration the relationship between brands and attributes can be used for product position purpose. The location s of respondent''s product requirements and dimensions rating can be used as criteria for marketing segmentation.
　　Quota samples of managers and undergraduate students in Northern Taiwan were selected and their data collected by personal interview. Major aspects of conslusion contains:
　　1.Similarity preception judgements are of consistency to consumers.
　　2.No significant difference was found between consumer''s and manager''s preception judgements.
　　3.Proception judgements and preference behavior are indifferent to consumers.
　　4.Attribute preferences for each product are of consistency to consumers.