Perceptual mapping is a marketing research technique that visually plots consumer perceptions of a product or brand relative to competitors based on factors like quality, price, and performance. Marketers use perceptual maps to identify positioning strategies for products by seeing how consumers view them in relation to other options. A basic perceptual map will plot brands on a chart using two dimensions, like price and quality, to understand where a new product could be launched to fill gaps.

1. consumer
perception

2. 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.

3. 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.

4. 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.

5. 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

6. If we plot the UK chocolate market we can identify those brands
which are high price and high quality. Belgium chocolates are
plotted as high quality and high price, and twix is plotted one
low quality low price brand. Once completed the perceptual map
could help identify where an organization could launch a new
brand perhaps at the medium price and quality range.

8. CATALOGE MARKETING
Direct selling method in which merchandise from several
vendors, or several items from the same vendor, are presented to
prospective buyers via mail or internet.

9. •Catalog marketing is merchandising of
products through catalog sales.
•The domain of huge general merchandise
retailers, such as Sears, Roebuck & Company or
Spiegel, catalog marketing has become a field
with thousands of specialty books. Both
consumers and businesses can buy just about
anything they need from a catalog.
•Leading categories include women's apparel,
home, gifts and collectibles, electronics, and
men's apparel

10. •Many catalog marketers are exploring channels
other than mail to reach their customers.
•Catalogs can be found at book stores, magazine
stands, specialty shops, and trade shows, and on
the Internet.
•The major source of growth for the catalog
marketing industry is expected to come from the
Internet where experienced catalog marketers
as well as traditional retailers are experimenting
with on-line catalogs.

11. THANK YOU