consumer perception

Presentation on
Analyzing Consumer Perception

Basic Case Study
• The case study discuss about what is consumer perception • What are the dimensions set to do study on perception of consumer
• Different sections discussed:
 Data collection & Profile analysis
 Perceptual mapping technique
 Analyzing the maps in new product development

Contents
• Consumer Perception
• Example of Black & Decker
• Different sections : Section I : Data collection & profile analysis
 Section II : Perceptual mapping techniques
 Section III : Applying the maps in new product development Discussing of sections with example.
• Conclusion

Consumer Perception
• Consumer
• Perception
• Consumer Perception

Black and Decker v/s Makita
& Milvaukee

• Perception of Black & Decker brand v/s Makita &
Milvaukee based on six dimensions : Is one of the best
 High quality tool
 Durable tool
 Proud to own
 Stands behind the product
 Easy to get service
These perceptual data were critical in diagnosing problem
& suggesting the beneficial type of strategy change.

Different sections discuss
• Section I : The collection of perception data & reporting of those data in a profile analysis
• Section II : Advanced procedure is discussed of creating perceptual map
• Section III : Sample applications & uses in marketing decision making

Section I Data Collection & Profile
Analysis

Example
• L’Oreal used a 1-10 scale & ask the respondents to provide rating .
Where in rating “1 is completely disagree” &
“10 is completely agree”

Example
• To assess its position v/s Sony, Barco management commission a survey.
Name of survey :Barco projections
 Unreliable_______________ Reliable
Hard to use ______________ Easy to use
Low priced _______________ High priced
Poor value _______________ Good value
Fuzzy output _____________ Sharp output

Section II Perceptual Mapping technique Section II Perceptual Mapping technique •