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What Is A Perceptual Map

A perceptual map is a visual representation that plots consumer perceptions of competing products or services based on key attributes. It maps these perceptions spatially, usually with two attributes on the x and y axes of a graph. Perceptual maps help firms understand how customers view their offerings relative to competitors to inform positioning strategies. They can identify gaps in the market or areas where a new product could compete directly against existing options based on attribute ratings. However, perceptual maps rely on subjective consumer perception data, so firms must ensure the underlying research is robust before basing decisions on the visual representation.

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454 views6 pages

What Is A Perceptual Map

A perceptual map is a visual representation that plots consumer perceptions of competing products or services based on key attributes. It maps these perceptions spatially, usually with two attributes on the x and y axes of a graph. Perceptual maps help firms understand how customers view their offerings relative to competitors to inform positioning strategies. They can identify gaps in the market or areas where a new product could compete directly against existing options based on attribute ratings. However, perceptual maps rely on subjective consumer perception data, so firms must ensure the underlying research is robust before basing decisions on the visual representation.

Uploaded by

Faidz Fuad
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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What is a perceptual map?

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. In
other words, it is a tool that attempts to map the consumer’s perceptions and understandings in a
diagram.
The word ‘perceptual’ comes from the word ‘perception’, which basically refers to the consumers’
understanding of the competing products and their associated attributes. (Note: In some
textbooks, perceptual maps are referred to as positioning maps, but for our purposes they
essentially have the same meaning.)
The most common presentation format for a perceptual map is to use two determinant attributes
as the X and Y axes of a graph, however there are also other formats that are sometimes used.

Definition of perceptual maps


Most definitions are fairly consistent in their description of perceptual maps, as follows:

• “Perceptual maps measure the way products are positioned in the minds of consumers and
show these perceptions on a graph whose axes are formed by product attributes.” (Kardes,
Cronley, & Cline, 2011).
• “A perceptual map represents customer perceptions and preferences spatially by means of a
visual display” (Ferrell & Hartline, 2008).
You will note that both definitions highlight that the information is visually presented on some
form of graph or display. And that a perceptual map is designed to examine consumer
perceptions and understanding, primarily of products and their associated positioning.

The main types of perceptual maps


There are three main formats for a presenting a perceptual map.

Using two determinant attributes


The first format (which is the one presented in the majority of introductory marketing textbooks
and most probably the only format an undergraduate student would need to know) simply uses
two determinant attributeson the graph. Below is a simple example of a perceptual map for soft
drinks in this format.
The main advantage of this presentation format is that it is very simple to construct and interpret.
You will note that only two product attributes have been considered. In this case, they are ‘to
what extent does the consumer consider the product to be high/low in sugar’ and ‘to what extent
is a product considered high/low in caffeine’.

The simple combination of these two scores (probably obtained from a consumer survey) places
the product offering onto the map. For example on this map, the 7-Up product offering is
perceived as having a moderate level of sugar and being relatively low in caffeine’.
Using many product attributes
The second approach to perceptual mapping used to use a statistical technique called
correspondence analysis. Using a computer, a statistical program (such as SPSS) has the
capacity to map multiple product attributes at the same time. This type of map is a little bit more
confusing and difficult to interpret, but it does provide a good overview of how the target market
views and connects the various attributes.
You will note that there are no defined axes in this type of perceptual map. Instead the various
product attributes are scattered throughout the map, along with the perceived positioning of the
various product offerings. (How to interpret these maps is discussed in another section of this
marketing study guide.) The following is an example of a perceptual map formed by
correspondence analysis:
Joint perceptual maps
Occasionally you will see a perceptual map that also maps the preferred needs of different
market segments, based on the same attributes. These types of maps are sometimes referred to
as joint perceptual maps, as the perceived product positioning is jointly presented with the needs
of the segment.
The addition of market segment needs being placed on the perceptual map allows the firm to
identify how well they are positioned to relative to their particular target markets. The following is
an example of this type of a joint perceptual map, showing age and gender demographic
segments.
Firms use perceptual or positioning maps to help them develop a market positioning
strategy for their product or service. As the maps are based on the perception of the buyer
they are sometimes called perceptual maps. Positioning maps show where existing products
and services are positioned in the market so that the firm can decide where they would like to
place (position) their product. Firms have two options they can either position their product
so that it fills a gap in the market or if they would like to compete against their competitors
they can position it where existing products have placed their product.

The diagram below is a Perceptual Map of UK chocolate confectionery Brands


Drawing a Perceptual (Positioning) Map

Theoretically a perceptual map can have any number of lines, to keep things simple they
usually have 2 lines the x and y axis. The x axis goes left to right and the y axis goes bottom
to top. Any criteria can be used for the map for example price, quality, status, features, safety
and reliability. Once the two lines have been drawn and labelled existing products will be
placed onto the map.

Example Perceptual Map

In the example below two dimensions price and quality have been used. If we plot the UK
chocolate market, we can identify where existing chocolate brands have been positioned by
manufacturers. For example our fictional brand of Belgian chocolates called Belgium
Chocolates are high quality and high price so they are placed in the top right hand box, whilst
Twix is an affordable "every day" treat chocolate so it has been placed in the bottom left hand
square, in the low quality low price brand box.
The Purpose Of Perceptual Maps

Perceptual maps can help identify where (in the market) an organisation could position a new
brand. In our example this could be at the medium price and medium quality position, as
there is a gap there. There is also a gap in high price low quality but consumers will not want
to pay a lot of money for a low quality product. Similarly the low price high quality box is
empty because manufacturers would find it difficult to make a high quality chocolate for a
cheap price or make a profit from selling a high quality product at a low price.

Summary

We must remember that perceptual maps are based on the buyer's perception this is
challenging: what may be viewed as a quality product by one buyer, may not be perceived as
a quality product by another buyer. Perceptual maps help firms understand how customers
view their products. However as perception is very subjective, firms need to ensure that the
data they use to plot the map is accurate. If customer perception data is wrong, the map will
be wrong and this will affect the success of any marketing strategy based on the perceptual
(positioning) map. Perceptual maps may help organisations identify gaps in the market.
Before deciding to fill any gaps in the market firms need to ensure that there is likely to be a
demand for a product positioned in that gap.

You can read more on how to draw a perceptual map by visiting this site:
http://www.theinnovativemanager.com/perceptual-map/

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