Perceptual mapping is a diagrammatic technique used in marketing to visually display customers' perceptions of a product, brand, or company relative to its competitors. The document discusses perceptual maps analyzing how customers perceive Starbucks, Cafe Coffee Day, and Barista in terms of personal vs business use, price vs quality, and experience vs cost. It concludes that while customers are satisfied with Starbucks' services, its prices are high, and that Cafe Coffee Day delivers value but needs to improve its employees, while Barista should focus on quality and reasonable pricing.

1. PERCEPTUAL MAPPING
PRESENTED
BY:
S.SRIVIDYA

2. WHAT IS PERCEPTUAL MAPPING?
Perceptual mapping is a diagrammatic 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. PERCEPTUAL MAPING FOR

4. PERCEPTUAL MAPPING 1

5. ANALYSIS FOR PERSONAL V/S
BUSINESS PURPOSE
• Starbucks is more preferred for personal purpose
than business purpose
• Starbucks is considered as third place to hangout
with friends after home and office.
• CCD is mostly preferred for both personal and
business purpose as it tag line indicates a lot can
happen over coffee
• Also it has lounges and squares for business
purpose and personal.
• Barista is mostly preferred for personal use.

6. PERCEPTUAL MAPPING 2

7. ANALYSIS FOR PRICE V/S QUALITY
• Starbucks beverages are high priced and have
high quality
• They are valued for price.
• CCD beverages have moderate price and are
of high quality
• CCD uses high quality beans for coffee
• Barista beverages are perceived as high priced
by customers.

8. PERCEPTUAL MAPPING 3

9. ANALYSIS FOR EXPERIENCE V/S COST
• Consumers are highly satisfied with the
Starbucks services
• They derive the satisfied experience for what
they paid
• Consumers derive more benefits than what
they paid at CCD
• Consumers perceive that cost is more than the
benefits received from Barista beverages

10. CONCLUSION
• Consumers are satisfied with Starbucks
services but prices are bit high
• Consumers are delighted with CCD services
but has to work on its human resource
• Barista has to improve in its quality and make
sure that its prices are not high