Perceptual mapping techniques
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This document discusses various perceptual mapping techniques used in marketing research: 1. Perceptual mapping allows companies to visually position brands on maps based on how customers perceive them along key attributes like quality, price, etc. This helps identify target customer segments. 2. Semantic scaling directly asks customers to rate brands on attributes using numeric scales. It provides attribute importance data but has limitations like constrained response scales. 3. Multidimensional scaling statistically derives perceptual maps from pairwise brand similarity rankings. It requires extensive interpretation of ambiguous results.
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Perceptual mapping techniques
- 2. Perceptual Map Need 2 Need 1 +20 +20 -20 -20 SELF Pr Hi Bu Si Ot SEMI SONO SOLD SULI SAMA SUSI SALT SIBI SIRO
- 7. Perceptual Map Low Quality Low Price High Price High Quality G C F E B D A
- 8. Perceptual Map Low Quality Low Price High Price High Quality G C F E B D A VALUE
- 9. Perceptual Map Low Quality Low Price High Price High Quality G C F E B D A
- 12. Perceptual Map Low Quality Low Price High Price High Quality G C F E B D A 1 2 3
- 16. Beer Market Perceptual Mapping Meister Brau Stroh’s Beck’s Heineken Old Milwaukee Miller Coors Michelob Miller Lite Coors Light Old Milwaukee Light Budweiser
- 17. Beer Market Perceptual Mapping Coors Popular with Men Heavy Special Occasions Dining Out Premium Popular with Women Light Pale Color On a Budget Good Value Blue Collar Full Bodied Meister Brau Stroh’s Beck’s Heineken Old Milwaukee Miller Michelob Miller Lite Coors Light Old Milwaukee Light Budweiser Less Filling
- 18. Beer Market Perceptual Mapping Popular with Men Heavy Special Occasions Dining Out Premium Popular with Women Light Pale Color On a Budget Good Value Blue Collar Full Bodied Premium Budget Light Regular Less Filling
- 19. Beer Market Perceptual Mapping Coors Popular with Men Heavy Special Occasions Dining Out Premium Popular with Women Light Pale Color On a Budget Good Value Blue Collar Full Bodied Premium Budget Light Regular Meister Brau Stroh’s Beck’s Heineken Old Milwaukee Miller Michelob Miller Lite Coors Light Old Milwaukee Light Budweiser Less Filling
- 20. Beer Market Perceptual Mapping Coors Premium Budget Light Regular Meister Brau Stroh’s Beck’s Heineken Old Milwaukee Miller Michelob Miller Lite Coors Light Old Milwaukee Light Budweiser
Editor's Notes
- Multidimensional scaling of brands similarities and preferences One basis for analysing the positioning of each competitive brand is the perceptual mapping of similarities and preferences based on the Multidimensional scaling study. The data are obtained through interviews with a sample of 200 individuals. This is a two-dimensional map whose axes are arbitrarily scaled from -20 to +20 and represent composite dimensions. Axis one represents the first most important need of the consumers and axis 2 the second most important need for that product category. The study will provide the best interpretation of the composite dimensions for each axis. The circles 'Bu', 'Si', 'Pr', 'Hi', and 'Ot' on the graph represent the ideal points of each of the five segments. Each circle only represents the 'center of gravity' of the whole segment. Each consumer has a different preference, however, the preferences within a segment are sufficiently similar so that the ideal point represents well the overall global preference of the segment. The various geometric shapes (square, triangle, star...) correspond to the positioning of the brands as they are perceived by the market at the time of the study. Each brand name is clearly labeled. One specific color and shape is attached to each firm (for example, all brands marketed by firm A are represented by red stars). This study differs from the semantic scales study in that the respondent is not provided with criteria to evaluate the brands. Instead, these criteria are deduced by the approach which is based on global assessment of similarities of pairs of brands. This is a complex task which necessitates a number of brands to be able to derive a solution. This study is therefore not available for the Vodite market until sufficient competing brands are marketed.
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