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The perceptual mapping

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The way to determine a product or service's current position in the marketplace compared to the competition is with a customer perceptual map. Most of your staff are not familiar with this concept, so you provide them with an example.

Choose a product or service and identify three companies who manufacture it. For example, you might choose peanut butter as the product you will study. Then identify three peanut butter manufacturers. Next create two questions about how the peanut butter product is positioned compared to its competitors, the other two brands of peanut butter. Ask six people your questions and plot their answers on your perceptual map. Analyze your results, draw conclusions (such as, do you think the product or service is competing head-on or is avoiding competition?), and if needed, make recommendations about the positioning of your chosen product.

Examples of customer perceptual maps may be found at: Perceptual Mapping.

A grid is available at: Perceptual Map Grid which may be used to create your map. There are two grids in this Excel file, each with different values. You may choose either file to fit the style of map you want to create.

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The response address the queries posted in 757 words with references.

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The response address the queries posted in 757 words with references.

// In this research paper we will focus on the concepts of perpetual mapping and its use for various competing organizations. The rating scales are being used to collect data for such an analysis. We will also explain the concept by using a simple example of a soft drink manufacturing company under the heading introduction: //

Introduction

The perceptual mapping is a method based on graphics which helps the marketers to see the current position of their product in comparison to the competitor products. The maps show the view of the customers about the particular product visually. In the perceptual map, various aspects of the products, including product position, brand, product line, are displayed in relation to the competitor products. Perceptual maps show the criteria used by the consumers to make purchase decisions. The data required for perceptual maps are provided by rating scales (Perceptual Mapping in Brand Positioning Research, 2008).

// Now the selected product is being compared with the competitor's product on certain criteria such as taste and hygiene factors with the help of a questionnaire which would further help to develop a perpetual map of the same. //

The product ...

Solution provided by:
Ashish Sharma, MBA (IP)
Education
  • MBA (IP), International Center for Internationa Business
  • BBA, University of Rajasthan
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