Group dynamics often come into play as well. Factor analysisdiscriminant analysiscluster analysis and logit analysis can also be used. In this technique, the latent factors dimensions are identified, and brands are positioned along the different axes in relationship to each other.
In the following perceptual map, a firm has made a strategic decision to take over a market position and has launched Perceptual map marketing brands.
Example of crowding a competitor with multiple brands Click on the map to enlarge it Repositioning a Brand If a firm has attempted to reposition one of its brands in the minds of consumers, then it is very important to track how effectively this goal has been implemented.
An assortment of statistical procedures can be used to convert the raw data collected in a survey into a perceptual map. Note how a 1 to 5 polarized opposite scale has been used. This could be due to miscommunication, lack of knowledge, impact from social media, and so on. What product attributes are responsible for the perceived differences between products?
As a consequence, it is likely that existing competitor may need to consider repositioning their own brand.
This technique has emerged in the past dozen years as a strong candidate to replace weaker techniques for segmentation such as cluster, factor, and regression analysis.
Positioning Analysis also helps firms to answer such questions as: Looking for a Market Gap The most common strategic use of a perceptual map involves looking for gaps in the market.
This relates closely to the concept of brand personality. Limitations[ edit ] There are many limitations to perceptual mapping.
A perceptual map is of the visual technique designed to show how the average target market consumer understands the positioning of the competing products in the marketplace. This sample of consumers felt Porsche was the sportiest and classiest of the cars in the study top right corner.
Brands are conceptualized in various literature as bundles of attributes, bundles of benefits, or even bundles of promises from the producer to the consumer. Proximity, intervening competitors, and other similar factors can also impact a consideration set formation Shocker, et al.
To help consumers with the latter situation, latent class analysis can be utilized.
These two will form the axes of your perceptual map.Marketing Research Article: A perceptual map provides insight into where consumers believe different brands are positioned relative to each other along a variety of dimensions. A perceptual map identifies the positioning of your brand, and what your brand means to consumers.
Video created by Emory University for the course "Survey analysis to Gain Marketing Insights". This module will explain and describe perceptual maps. Students will be able to create perceptual maps and also analyze data from perceptual maps.
The most common strategic use of a perceptual map involves looking for gaps in the market. These gaps may represent opportunities because no other firm/brand is perceived to be offering the same mix of benefits and features. Perceptual maps are used by many organisations to help them identify gaps in the market.
This article explains how to draw a positioning map and includes an example perceptual map. This website has been designed to assist marketing students and marketing practitioners to quickly and easily understand and create their own perceptual maps. A perceptual map is usually based more on a marketer’s knowledge of an industry than market research.
Key Terms demand void: Areas without any significant consumer desires; typically found in ideal point maps of perceptual mapping.Download