Scribd
Upload
1 views

Lecture 8 (1)

Uploaded by

Quvonchbek Urazboyev
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
1 views

Lecture 8 (1)

Uploaded by

Quvonchbek Urazboyev
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 21

Research Techniques

Perceptual Maps

© Silvija Revele
Perceptual Maps

Definition – Is a visual representation of how different


Products or Brands are perceived in comparison to each
other

Technique used to visualise the market position of 2 more


Products/Brands

Way to compare:
➢What position take the Product or Brand?
➢What is a position of Competitors/Competitor Products?
➢Which products/Brands are perceived as a similar?
Perceptual Maps

➢Could be compared - Product properties

➢Typically include indicators:


➢Price
➢Quality
➢Taste
➢Natural/Artificial
➢Brand position
Perceptual Maps. Source: J.Nielson
Comparison of the car Brands in EU
Perceptual Maps

➢ Types

➢Standard Perceptual Map ( Graphics – 2 axis; 2


properties)

➢Multi-Dimensional Scales Maps ( Graphics – 2 axis;


multidimensional property/attributes analyses
Perceptual Maps

➢Research Methods
➢Perceptual mapping could:
➢Give insights of consumer preferences
➢Be compared the Products and Brands regarding their
Properties
➢Which Product properties are the most important for
customers and what changes should be done in order to be
competitive
➢Position (saturated Market/Unsaturated Market)
➢Help to develop Strategic decisions about Marketing and
Product development
Perceptual Maps

How perceptual Maps could be developed?


➢ Graphics; Brands/Products/ Properties
➢ Ask To Evaluate in what Position each Product/Brand is located
➢ Consumer responses should be included in the graphic
➢ Graphic could show visual presentation of the answers
➢ In the Graphics should be included Product/ Brand Properties

➢What dimensions/ Properties to use?


➢ Price (Cheap/ Expensive)
➢ Quality (Low Quality/High Quality)
➢ Characteristics (Natural/Artificial)
➢ Characteristics (Traditional/New)
➢What Dimensions to choose? (secondary data analyses,
industry, market, competitors)
Perceptual Maps Source: A.Murthy. Online teaching platforms
Positioning (Self-paced/Instructure lead; Deep/Long Cource)
Perceptual Maps Source: A.Murthy. Online teaching platforms
Positioning (Self-paced/Instructure lead; Deep/Long Source)

Characteristics of a Position in a
Perceptual Map Market
• Saturated Position in a Market

• Unsaturated Position in a
Market

• Ideas about a New Product


Development
Types

➢2 Types of Perceptual Mapping


➢1. Similarity Data

➢2. Preference Data


Types

►Similarity Data –to rate similar two Products/ Brands on


the same property/-ies

➢Products should be compared on similar Properties


►To find out how the Brand/Product is perceived?
► To find out how similar they are?
( shampoo Brands – Price,: Quality)

►Which Products could be substitutes to each other?


Types

►Preference Data - to rate how much customers


like or dislike a product on a particular attribute
➢which products are evaluated better or
worse
➢see which attributes are most important to
consumers when choosing a Product/Brand.

« Product brand superior/ most preferred or


opposite «
Perceptual Maps
Limitations:
➢ Quick snapshot, not detailed information
➢ Validity depends what labels, properties are
included
➢ If Product have more than some important
properties, could influence data quality (Graph
with 2 axis)
➢ Requires extensive amount of data – to be valid
(resources, time etc.)
Perceptual Maps
• Advantages:
• A Good tool to find out the position of the
Product/Brand ( Brand Identity)
• A Good tool to find out the position of the
Competitors
• Ideas about the condition of the market
• Helps to evaluate marketing campaigns
• To understand better the market segment
Main steps How to develop
assessment
Stages
Developing Assessment
• Decide what you want to find out?
• Pick up Parameters/Properties
What could be evaluated?
➢Products
➢Brands
➢Competitors

What properties?
➢Properties
Developing Assessment

• Define Competitors

• Formulate the task for the Respondent


Like,
• Evaluate what will be the position of the Product?
• Please place in the map each of the Product
which are in the List.
• The graphic contains the following axes:….
Developing Assessment
To develop assessment sheet (Graphic) which should include
2 axis
➢Properties/ Labels (according to what will be evaluated)
➢Which Brands/ Products should be compared?
(secondary data, Primary data)
➢Choose which techniques type you will choose

➢ Formulate the Task ( description what exactly should be


evaluated)
Perceptual Maps
Perceptual Maps
Any Questions?

You might also like