Day 5 - Team F ( Rohan kulkarni )

Perceptual mapping has been used as a strategic management tool for about thirty

years. It offers a unique ability to communicate the complex relationships between

Marketplace competitors and the criteria used by buyers in making purchase decisions

and recommendations. Its powerful graphic simplicity appeals to management

and can stimulate discussion and strategic thinking at all levels of all types of

organizations.

Perceptual mapping can be used to plot the interrelationships of consumer products,

industrial goods, institutions, as well as populations. Virtually any subjects that can be

rated on a range of attributes can be mapped to show their relative positions in

relation both to other subjects as well as to the evaluative attributes.

Perceptual maps may be used for market segmentation, concept development and

evaluation, and tracking changes in marketplace perceptions among other uses.

Perceptual mapping involves two steps:

(1) data collection

(2) data analysis and presentation.

Example :

•  Comparison of consumer’s perception regarding cellular mobile operators on five cellular operators in the prepaid segment 
• graph shows consumers associate the attributes in different dimensions with reference to leading service provider

Perceptual Map of Mobile Cellular Operator Brands and Attributes

difference in the perception of customers among the different cellular mobile operators running in the circle. Convenience and customer perceived network quality emerging as important factors in building positive perception among the customers.

Example: Distance between different cities

Step 1: Distance matrix was created in Excel

Step 2: Copy the data to notepad as follows –

Step 3: Open the notepad file on Pemap.           Once the file is loaded, click on START

FIELD MOVEMENTS 

•   If Mirror is chosen, then clicking near an axis will cause the map to be mirrored about that axis.
•    If Rotate is chosen, then dragging the mouse about the center of the map will cause the object set to rotate about the center
•    If Move is chosen, then dragging the mouse in any direction will cause the object set to move in that direction. 
•   If Zoom is chosen, then dragging the mouse away from the center of the map will cause the object set to expand, and vice versa. 

- Rohan Kulkarni 

Team F