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Module 4 PERCEPTUAL MAPPING

Perceptual mapping is a technique used by firms to develop market positioning strategies. Perceptual maps graphically depict how customers perceive existing products or services based on key attributes like price and quality. This allows firms to identify gaps in the market where they can position a new product or service. An example perceptual map of UK chocolate brands plots Twix in the low price, low quality quadrant and Belgian chocolates in the high price, high quality quadrant. Perceptual maps can help firms identify gaps to target, but firms must ensure the underlying customer perception data accurately reflects demand for a product in a given position.

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353 views3 pages

Module 4 PERCEPTUAL MAPPING

Perceptual mapping is a technique used by firms to develop market positioning strategies. Perceptual maps graphically depict how customers perceive existing products or services based on key attributes like price and quality. This allows firms to identify gaps in the market where they can position a new product or service. An example perceptual map of UK chocolate brands plots Twix in the low price, low quality quadrant and Belgian chocolates in the high price, high quality quadrant. Perceptual maps can help firms identify gaps to target, but firms must ensure the underlying customer perception data accurately reflects demand for a product in a given position.

Uploaded by

karthik karthik
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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PERCEPTUAL MAPPING

Firms use perceptual or positioning maps to help them develop a market positioning


strategy for their product or service. As the maps are based on the perception of the buyer
they are sometimes called perceptual maps. Positioning maps show where existing products
and services are positioned in the market so that the firm can decide where they would like to
place (position) their product. Firms have two options they can either position their product
so that it fills a gap in the market or if they would like to compete against their competitors
they can position it where existing products have placed their product.

The diagram below is a Perceptual Map of UK chocolate confectionery Brands


Drawing a Perceptual (Positioning) Map

Theoretically a perceptual map can have any number of lines, to keep things simple they
usually have 2 lines the x and y axis. The x axis goes left to right and the y axis goes bottom
to top. Any criteria can be used for the map for example price, quality, status, features, safety
and reliability. Once the two lines have been drawn and labelled existing products will be
placed onto the map.

Example Perceptual Map

In the example below two dimensions price and quality have been used. If we plot the UK
chocolate market, we can identify where existing chocolate brands have been positioned by
manufacturers. For example our fictional brand of Belgian chocolates called Belgium
Chocolates are high quality and high price so they are placed in the top right hand box, whilst
Twix is an affordable "every day" treat chocolate so it has been placed in the bottom left hand
square, in the low quality low price brand box.

The Purpose Of Perceptual Maps

Perceptual maps can help identify where (in the market) an organisation could position a new
brand. In our example this could be at the medium price and medium quality position, as
there is a gap there. There is also a gap in high price low quality but consumers will not want
to pay a lot of money for a low quality product. Similarly the low price high quality box is
empty because manufacturers would find it difficult to make a high quality chocolate for a
cheap price or make a profit from selling a high quality product at a low price.

Summary

We must remember that perceptual maps are based on the buyer's perception this is
challenging: what may be viewed as a quality product by one buyer, may not be perceived as
a quality product by another buyer. Perceptual maps help firms understand how customers
view their products. However as perception is very subjective, firms need to ensure that the
data they use to plot the map is accurate. If customer perception data is wrong, the map will
be wrong and this will affect the success of any marketing strategy based on the perceptual
(positioning) map. Perceptual maps may help organisations identify gaps in the market.
Before deciding to fill any gaps in the market firms need to ensure that there is likely to be a
demand for a product positioned in that gap.

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