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Perceptual Maps

Perceptual Maps

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Published by Gaurav Kumar

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Published by: Gaurav Kumar on Apr 23, 2009
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09/22/2012

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Ganesh Iyer 
Perceptual MappingXMBA 206.1
Session 3Summer 2008
 
Ganesh Iyer 
Perceptual Maps
q
To gain competitive advantage, a firm must correctly positionitself, its products, or services against competitive offerings.
q
Need to develop a “Mental Map” of 
how our product isperceived by consumers
relative to the different competingproducts in the marketplace.
»Linking Segmentation and Positioning.
q
Techniques that help us to construct such mental or 
PerceptualMaps
are called
Multidimensional Scaling and Factor Analysis
.
 
Ganesh Iyer 
What is a Perceptual Map
q
A perceptual map is a visual representation of how targetcustomers view the competing alternatives in a Euclidean spacewhich represents the market
q
The map has the following characteristics:
»Pair-wise distances between product alternatives directly indicatehow close or far apart the products are in the minds of customers»A vector on the map indicates both magnitude and direction in theEuclidean space. Vectors are usually used to geometrically denoteattributes of the perceptual maps»The axes of the map are a special set of vectors suggesting theunderlying dimensions that best characterize how customersdifferentiate between alternatives

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