Figure 2.
The image depicts a table with columns for Dimension, Manufacturing fit, Situational fit, Physical fit, Satisfying fit, Complementing fit, Targeting fit, Servicing fit, Pricing fit, and Conceptual fit. Under Item and Number of namings, counts are Manufacturing fit 27, Situational fit 13, Physical fit 11, Satisfying fit 6, Complementing fit 5, Targeting fit 3, Servicing fit 1, Pricing fit 1. A lower section lists additional items with Number of namings, including dissimilar 53, bad good fit 32, illogical 20, dissimilar image 20, inconsistent 15, inappropriate 14, dissimilar associations 13, makes no sense 13, atypical 10, and smaller frequencies down to 1. A note lists excluded items due to a missing extension fit link with cited references.Overview of perceived fit dimensions
Source: Authors’ own work