Perceptual Mapping
Tool Summary: Perceptual Mapping
Objectives
• A detailed explanation of how perceptual mapping works, what it does, and what are its critical assumptions
• An application of how perceptual mapping was used, i.e., describing an application of the tool in detail, focusing on procedure, calculations, results, and interpretation.
Background
Branding; is defined by Charles W. Lamb, co-author of Marketing: sixth edition; as a name, term, symbol, design, or combination thereof that identifies a seller’s product or service and differentiates them from competitors’ products. Perhaps, the successful of many businesses has been attributed to the positioning of a product or service associated to a brand that consumers would easily grasp and differentiate from other products within a category.
Understanding how consumers store information in memory is essential in brand development, according to Dawn Iacobucci, editor of Kellogg on Marketing. A product or service “brand” might have three types of associations: attributes, people, and occasions. “Attributes are physical characteristics of a product such as its color, size, and flavor. People and occasions together are regarded as image.” Most brand positioning involves a combination of attributes and image.
Perhaps, consumers typically do not make decisions on the basis of attributes or image alone. Rather they use a combination of both to infer some benefit, adds Iacobucci. A benefit is an abstract concept such as convenience, pleasure, or fun. The rationale for a benefit is the fact that it has some attributes or that certain people use it on particular occasions. An example is how the beer industry emphasize the taste benefit supported by specifying the brand’s choice by showing young adults enjoying it at social gatherings, sports, or at home with friends.
Therefore, perceptual mapping has become essential in the development or repositioning of a product or service for any marketing manager. Since
Objectives
• A detailed explanation of how perceptual mapping works, what it does, and what are its critical assumptions
• An application of how perceptual mapping was used, i.e., describing an application of the tool in detail, focusing on procedure, calculations, results, and interpretation.
Background
Branding; is defined by Charles W. Lamb, co-author of Marketing: sixth edition; as a name, term, symbol, design, or combination thereof that identifies a seller’s product or service and differentiates them from competitors’ products. Perhaps, the successful of many businesses has been attributed to the positioning of a product or service associated to a brand that consumers would easily grasp and differentiate from other products within a category.
Understanding how consumers store information in memory is essential in brand development, according to Dawn Iacobucci, editor of Kellogg on Marketing. A product or service “brand” might have three types of associations: attributes, people, and occasions. “Attributes are physical characteristics of a product such as its color, size, and flavor. People and occasions together are regarded as image.” Most brand positioning involves a combination of attributes and image.
Perhaps, consumers typically do not make decisions on the basis of attributes or image alone. Rather they use a combination of both to infer some benefit, adds Iacobucci. A benefit is an abstract concept such as convenience, pleasure, or fun. The rationale for a benefit is the fact that it has some attributes or that certain people use it on particular occasions. An example is how the beer industry emphasize the taste benefit supported by specifying the brand’s choice by showing young adults enjoying it at social gatherings, sports, or at home with friends.
Therefore, perceptual mapping has become essential in the development or repositioning of a product or service for any marketing manager. Since