Essay About Perceptual Maps And Market Research

Perceptual Maps
Perceptual Maps
Definition…………………….
•Process by which consumers perceptions of an existing
product are charted. Consumers answer questions about a
given product based on their experience with the product and
their thoughts about what the product should be. Answers are
plotted on a graph, and the results are used to make
improvements in the product or in the creation of new
products.
Its a kind of process through which a researcher can predict
the reaction of a customer towards a specific product range
whether its available on the self or on the production site. It
helps the researcher to create a map plot on different available
attributes and attitudes.
Perception in Market Research
•Perception can be measured by market researchers,
using a semantic differential scale. However more
sophisticated analytical methods such as Perceptual
Maps are also employed
Perceptual Maps in Market Research……………
Perceptual mapping is a tool which helps market
researchers determine how their product compares to
the competition in terms of selected product
attributes.
A grid is created using two product attributes, one on
the x and one on the y axis. Consumers are then
asked to rate plot various products which are
transposed on the grid.
When collecting the data, you may want to
use Likert Scales or polar scales. You could
ask each respondent to indicate the ‘score
for each cereal on the three attributes. Once
all the data is collected, you can calculate the
average score for each cereal on each
dimension. These average scores could then
be plotted on the perceptual map.
Perceptual Maps
Perceptual maps can be produced by individuals and
also by groups, using consumer research
methodologies. When group data is collected,
average scores (means) are generally used to
determine the position. e.g. breakfast cereals
Attitude in Market Research
Market Researchers cannot usually establish direct causal relationships between attitude and behaviour but they are aware that a relationship exists.
The study of attitude formation helps a market
researcher hopefully explain and predict consumer
purchase behaviour
Market