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  • Perceptual Mapping: by - Anna Monisha Johnson

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    Monisha Johnson
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    Perceptual mapping is a graphic technique used to visually display customer perceptions of competing products based on select attributes from market research. It positions products in relation to each other based on how customers perceive them. The process involves data collection, analysis, and presentation of a perceptual map illustration. Perceptual maps are used for customer and competitive analysis to identify product weaknesses, concept evaluations, and differences in perception among customer groups.

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    Perceptual mapping is a graphic technique used to visually display customer perceptions of competing products based on select attributes from market research. It positions products in relation to each other based on how customers perceive them. The process involves data collection, analysis, and presentation of a perceptual map illustration. Perceptual maps are used for customer and competitive analysis to identify product weaknesses, concept evaluations, and differences in perception among customer groups.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    119 views10 pages

    Perceptual Mapping: by - Anna Monisha Johnson

    Uploaded by

    Monisha Johnson
    Perceptual mapping is a graphic technique used to visually display customer perceptions of competing products based on select attributes from market research. It positions products in relation to each other based on how customers perceive them. The process involves data collection, analysis, and presentation of a perceptual map illustration. Perceptual maps are used for customer and competitive analysis to identify product weaknesses, concept evaluations, and differences in perception among customer groups.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    of 10

    PERCEPTUAL MAPPING

    BY – ANNA MONISHA
    JOHNSON
    INTRODUCTION
    • Graphic technique used to visually display
    perception of potential customer

    • Position related to competition is displayed


    PROCESS
    • Data collection

    • Data analysis and presentation


    MARKET APPLICATION
    • Market description and segmentation

    • Identify product weakness

    • Concept development and evaluation

    • Tracking consumer perception

    • Identifying differences among groups


    PERCEPTUAL MAP

    “Illustration customer's perceptions of


    competing products comparing select
    attributes based on market research.”
    CHARACTERISTICS
    • Pair-wise distances

    • Vector

    • Axes of the map


    USES

    • Customer Analysis and Competitive


    Analysis

    • Product
    EXAMPLE 1 – AUTOMOBILES
    EXAMPLE 2 – BEER
    COMPANIES
    Heavy Popular
    Heavy with
    Old Milwaukee
    Full Bodied
    •
    Budweiser Men
    • Beck’s •
    Meister Brau Special • Heineken
    • Miller • Occasions
    Good Value Blue Collar
    • Dining Out
    • Coors
    Budget Stroh’s Premium
    • Michelob
    • Coors Popular
    Pale Color
    Miller
    Lite
    • Light with

    On a
    • Women
    Old
    Budget Milwaukee Light Light Light Less Filling

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