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Analyzing Consumer Perceptions Perceptual Mapping Techniques Perceptual Mapping techniques derives its name from the fact that the output is map of brand depicted in attributed space Types of Perceptual Mapping Techniques 1. 2. Attribute Rating Method (Rating of items on a prespecified attributes) Overall Similarity Method (Judgements on overall similarity on a pair of brands) Attribute Rating Method: Example: Dow’s specialty chemical used this approach to assess consumer perception of Dow vs competitor on 8 attributes; 1. Meets scheduled delivery dates 2. Practices innovation and development 3. Has fair pricing 4. Has consistent products 5. Provides support in solving processing problems 6. Has custom color capability 7. Provides adequate technical literature 8. Withstands high heat distortion temperatures The Dow situation had a small “data matrix,” consisting of 32 cell entries Dow# Competitor 1# Competitor 2# Competitor 3# Rating on attribute# The statistical procedure underlying this type of perceptual mapping is either Factor Analysis or Discriminant Analysis Perceptual Mapping Techniques Since for Dow chemicals we have 8 attributes ( Eight dimensional)and for drawing perception map we need 2 dimensions thus there is a need to cluster the attributes. In panel 1 four vendors are rated on two attributes, Innovation and meets scheduled delivery. Since all the vendors are rated identically for attribute 1 thus it is not a very interesting feature in terms of differentiating product from one another. In panel 2, here the attributes are highly corelated and can be considered under the same construct In this way perceptual map is reduced to two dimensions, it might not contain all the information from data matrix but it does its best to provide visual impact. Perceptual Mapping Techniques The precise output or form of the map depends on the particular mapping software used. Generally, multiple attributes are shown in a twodimensional space by varying the angle with which the vector comes out of the origin. For example, the L'Oréal map (case Exhibit 9) is reproduced here in Figure B. Figure B L'Oréal Map Vector pointing in same direction are related 90 degree; they are unrelated Points in other direction means tradeoff