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.

It's 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.

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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

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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.

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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

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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