Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Perceptual Maps

Perceptual Maps

Ratings: (0)|Views: 1,339 |Likes:
Published by Gaurav Kumar

More info:

Published by: Gaurav Kumar on Apr 23, 2009
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less





Ganesh Iyer 
Perceptual MappingXMBA 206.1
Session 3Summer 2008
Ganesh Iyer 
Perceptual Maps
To gain competitive advantage, a firm must correctly positionitself, its products, or services against competitive offerings.
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.
Techniques that help us to construct such mental or 
are called
Multidimensional Scaling and Factor Analysis
Ganesh Iyer 
What is a Perceptual Map
A perceptual map is a visual representation of how targetcustomers view the competing alternatives in a Euclidean spacewhich represents the market
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

Activity (9)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Govind Hemrajani liked this
Sajit Gopal liked this
Shradha Thorat liked this
chathamangalam liked this
tangupta liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->