PERCEPTUAL MAPPING

MADE BY:
NISHANT SINGH ANURAG SONI SIDHARTH NAGPAL YOGESH RAJKUMAR SHEKHAR

DEFINITION
Perceptual mapping is a graphics
technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.

WHAT IS PERCEPTUAL MAPPING ?

Marketing research technique in which consumer's views about a product are traced or plotted (mapped) on a chart. Respondents are asked questions about their experience with the product in terms of its performance, packaging, price, size, etc. Theses qualitative answers are transferred to a chart (called a perceptual map) using a suitable scale (such as the Likert scale), and the results are employed in improving the product or in developing a new one.

PERCEPTUAL MAPPING/POSITIONING MAP

Perceptual mapping is also called positioning map which helps you to develop a marketing positioning strategy for you product or services. perceptual maps or positioning maps as they are sometimes referred to, are often used to help the organization identify a positioning strategy.

PLOTTING OF PERCEPTUAL MAP

When plotting a perceptual map two dimensions are commonly used. Any more is a challenge to draw and confusing to interpret Below is a very basic perceptual map

 If we plot the INDIAN chocolate market we can identify those brands which are high price and high quality. Once completed the perceptual map could help identify where an organization could launch a new brand perhaps at the medium price and quality range.

High Quality

Low Price

High Price

Low Quality

THE NATURE OF DIMENSIONS

Consumer in most product categories try to evaluate brands using the least amount of time and energy as indicated by a research. By first identifying and then using a relatively few broad dimensions to compare brands or products the goal is accomplished by the consumer. The brands and products are evaluated in terms of broad dimensions by a consumer as they save time and energy. Consumer refer to and use a smaller number of broad dimenstions instead of having to perform much more complex evaluations based on a larger set of narrower individual attributes Thus it is easier to remember and act upon 2 or 3 broader dimensions instead of remembering 20 to 30 attributes. Perpetual Mapping is used to make these dimensions explicit.

According to the type of perpetual map and the corresponding differences in underlying data the approach to dimension creation is different. By doing an analysis of the underlying brand and product attributes the dimensions of attribute based perpetual mapping is created. Lets take the example of gasoline. The dimensions that the consumer use to evaluate alternative brands of gasoline are performance and convenience. Each dimension is made up of a number of individual brand of product attributes.

Dimensions of gasoline performance include attributes like no knock, no run or smooth acceleration and quick acceleration. Dimensions of convenience may contain the attributes like many locations, location have many pumps, can pay by cash, change or ATM., easy to pull in and out. The dimensions which is created from an analysis of customer evaluation of brand and product similarities or attributes is based on a non attribute perpetual maps. These dimensions reflect the implicit criteria which the customer use to determine the similarities across brands and overall brand preference.

THANK YOU

The perceptual map below shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable. This sample of consumers felt Porsche was the sportiest and classiest of the cars in the study (top right corner). They felt Plymouth was most practical and conservative (bottom left corner). Cars that are positioned close to each other are seen as similar on the relevant dimensions by the consumer. For example consumers see Buick, Chrysler, and Oldsmobile as similar. They are close competitors and form a competitive grouping. A company considering the introduction of a new model will look for an area on the map free from competitors. Some perceptual maps use different size circles to indicate the sales volume or market share of the various competing products.