Perceptual Mapping:
Perceptual mapping has been used as a strategic management tool. 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.
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 and (2) data analysis and presentation.
(1) Data Collection:
File used: Retail.sav
Ouput in SPSS
It is copied to excell sheet and then taken on notepad
Text File: Followup_retail.txt
Title: Follow up in stores.
nobjects=4
nattributes=1
Attributelist
S1 4.082191781
S2 4.051470588
S3 4.188405797
S4 4.043209877
(2) Data Analysis and Presentation.
Example of Perceptual mapping of companies on 2 attributes:
Our Analysis:
As clear from the PERMAP, Stores S2 and S4 are quite close to each other which means they are quite similar in follow-up attribute. Distance between S1 and (S2, S4) is smaller showing a relationship while S3 is totally in diagonally opposite quadrant showing totally different ways of follow-up then rest three stores.
From PERMAP analysis, people are overall satisfied with Store 3 and its service. In case of price, Store 2 is preferred by people. In case of Follow-up to increase satisfaction level of customers, stores S1, S2 and S4 can look at the ways of follow-up used by S3. In this way, perceptual mapping is used to compare competitors and see what different they are doing in a particular area to achieve better customer engagement.
Submitted by: Rahul Rathee
Team C
Roll No. 14039
Note: Using id of Rohit Thorat as my id is facing access issues.
Refrences: Perceptual Mapping by POPULUS
Perceptual mapping has been used as a strategic management tool. 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.
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 and (2) data analysis and presentation.
(1) Data Collection:
File used: Retail.sav
 | |||||||||||||
Retail.sav file being used to create table
| |||||||||||||
It is copied to excell sheet and then taken on notepad
Text File: Followup_retail.txt
Title: Follow up in stores.
nobjects=4
nattributes=1
Attributelist
S1 4.082191781
S2 4.051470588
S3 4.188405797
S4 4.043209877
This file is loaded in PERMAP.
(2) Data Analysis and Presentation.
Example of Perceptual mapping of companies on 2 attributes:
 |
| Perceptual mapping of 4 Stores on Follow-up attribute |
As clear from the PERMAP, Stores S2 and S4 are quite close to each other which means they are quite similar in follow-up attribute. Distance between S1 and (S2, S4) is smaller showing a relationship while S3 is totally in diagonally opposite quadrant showing totally different ways of follow-up then rest three stores.
 |
| Overall perceptual mapping of 4 stores |
From PERMAP analysis, people are overall satisfied with Store 3 and its service. In case of price, Store 2 is preferred by people. In case of Follow-up to increase satisfaction level of customers, stores S1, S2 and S4 can look at the ways of follow-up used by S3. In this way, perceptual mapping is used to compare competitors and see what different they are doing in a particular area to achieve better customer engagement.
Submitted by: Rahul Rathee
Team C
Roll No. 14039
Note: Using id of Rohit Thorat as my id is facing access issues.
Refrences: Perceptual Mapping by POPULUS
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