1. PERCEPTUAL
MAPPING

2. PERCEPTUAL MAPPING IS A GRAPHIC
DISPLAY EXPLAINING THE PERCEPTIONS
OF CUSTOMERS WITH RELATION TO
PRODUCT CHARACTERISTICS.
Perceptual Mapping

3. Need for perceptual
mapping?
• Perceptual maps help you understand
what consumers think about your brand.
• Perceptual maps help you understand
what consumers think about your
competitor’s brands.
• Perceptual maps help you build an
effective marketing strategy.

4. Perceptual Mapping
Process
• Specify the “relevant” objects or products.
Relevance means that the set of product
chosen must be the set of competitive
product that are relevant for managerial
decision-making.
• Perceptual mapping involves 2 steps:
1. Data collection
2. Data analysis and presentation.

5. Methodologies.
Methodologies adopted to collect information on
consumer perception of products are,
A. Attribute based method(Factor analysis)
B. Similarity based method(Multi – Dimensional
scaling)

6. Attribute based method
• Decide on the set of relevant attribute on
which to capture perceptions of the
consumer.
• Highly correlated attribute shall be combined
to create a single new dimension of original
attributes.
• Take out the attribute on which all product
are rated the same.
• Analyze the data using SPSS and SAS.

7. Key words
Demand void:
Areas without any significant consumer
desires; typically found in ideal point maps of
perception mapping.
Ideal points map:
Ideal points maps reflect ideal combinations of two
product characteristics as seen by a consumer. This
helps marketers accurately target their message to
consumers based on consumer desires.

8. Perceptual Map – News paper
The quality and price are attribute.

9. Perceptual map – Fast food
stalls
High quality
High price
low quality
Low price
Perceptual Map – Fast food stalls
The quality and price are attributes.

10. Similarity based method
• The respondent will be ranking on the scale
of 1-6 the similarity of two products i.e. 1-
exactly same and 6 – total opposite.
• Analyze the data using SPSS or SAS
• Multidimensional scaling is mathematical
technique that help implement this analysis
of similarity perception within minimum
information loss.

11. Perceptual map – Fast food
stallsSimilarity Mapping
4.5 2
5.5

12. Advantage and disadvantages
Similarity based method approach:
Advantages
1.The attributes are not specified during the evaluation and respondents give
their
perception of the brand without the attributes
2.They can be developed at individual or aggregate level
Disadvantages
1.No objective basis based on which the respondents evaluate the brands.
There is
very little guidance for these actions
2.Only general guidelines and prior beliefs are used to define the dimensions
of the
percpetual maps

13. Advantage and disadvantages
Attribute based method approach.
Advantages
1.Based on many attributes, the respondents give their inputs for
each
brand and this provides an explicit description of the dimensions
in the
perceptual map
2.Both brands and attributes can be represented on a single map
which is
useful for competitive analysis
Disadvantages
1.Brand evaluations are limited to the attributes by the respondents
2.Results are usually available in aggregate form