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Perceptual Mapping: by - Anna 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.

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Monisha Johnson
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147 views10 pages

Perceptual Mapping: by - Anna 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.

Uploaded by

Monisha Johnson
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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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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