DOCSLIB.ORG

Perceptual Mapping by Multidimensional Scaling: a Step by Step Primer

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Perceptual Mapping by Multidimensional Scaling: a Step by Step Primer Perceptual Mapping by Multidimensional Scaling: A Step by Step Primer By Brian F. Blake, Ph.D. Stephanie Schulze, M.A. Jillian M. Hughes, M.A. Candidate Methodology Series September 2003 Cleveland State University Brian F. Blake, Ph.D. Jillian M. Hughes Senior Editor Co-Editor Entire Series available : http://academic.csuohio.edu:8080/cbrsch/home.html RRRESEARCH RRREPORTS IN CCCONSUMER BBBEHAVIOR These analyses address issues of concern to marketing and advertising professionals and to academic researchers investigating consumer behavior. The reports present original research and cutting edge analyses conducted by faculty and graduate students in the Consumer- Industrial Research Program at Cleveland State University. Subscribers to the series include those in advertising agencies, market research organizations, product manufacturing firms, health care institutions, financial institutions and other professional settings, as well as in university marketing and consumer psychology programs. To ensure quality and focus of the reports, only a handful of studies will be published each year. “Professional” Series - Brief, bottom line oriented reports for those in marketing and advertising positions. Included are both B2B and B2C issues. “How To” Series - For marketers who deal with research vendors, as well as for professionals in research positions. Data collection and analysis procedures. “Behavioral Science” Series - Testing concepts of consumer behavior. Academically oriented. AVAILABLE P UBLICATIONS : Professional Series Lyttle, B. & Weizenecker, M. Focus groups: A basic introduction, February, 2005. Arab, F., Blake, B.F., & Neuendorf, K.A. Attracting Internet shoppers in the Iranian market, February, 2003. Liu, C., Blake, B.F., & Neuendorf , K.A. Internet shopping in Taiwan and U.S., February, 2003. Jurik, R., Blake, B.F., & Neuendorf, K.A. Attracting Internet shoppers in the Austrian market, January, 2003. Blake, B.F., & Smith, L. Marketers, Get More Actionable Results for Your Research Dollar!, October, 2002. How To Series Blake, B.F., Valdiserri, J., Neuendorf, K.A., & Nemeth, J. Validity of the SDS-17 measure of social desirability in the American context, November, 2005. Blake, B.F., Dostal, J., & Neuendorf, K.A. Identifying constellations of website features: Documentation of a proposed methodology, February, 2005. Saaka, A., Sidon , C., & Blake, B.F. Laddering: A “How to do it” manual – with a note of caution, February, 2004. Blake, B.F., Schulze, S., & Hughes, J.M. Perceptual mapping by multidimensional scaling: A step by step primer, July, 2003. Behavioral Science Series Shamatta, C., Blake, B.F., Neuendorf, K.A, Dostal, J., & Guo, F. Comparing website attribute preferences across nationalities: The case of China, Poland, and the USA, October, 2005. Blake, B.F., Dostal, J., & Neuendorf, K.A. Website feature preference constellations: Conceptualization and measurement, February, 2005. Blake, B.F., Dostal, J., Neuendorf, K.A., Salamon, C., & Cambria, N.A. Attribute preference nets: An approach to specifying desired characteristics of an innovation, February, 2005. Blake, B.F., Neuendorf, K.A., Valdiserri, C.M., & Valdiserri, J. The Online Shopping Profile in the cross-national context: The roles of innovativeness and perceived newness, February, 2005. Blake, B.F., & Neuendorf , K.A. Cross-national differences in website appeal: A framework for assessment, July, 2003. Blake, B.F., Neuendorf , K.A., & Valdiserri , C.M. Appealing to those most likely to shop new websites, June, 2003. Blake, B.F., Neuendorf , K.A., & Valdiserri , C.M. Innovativeness and variety of information shopping, April, 2003. RRRESEARCH RRREPORTS IN CCCONSUMER BBBEHAVIOR EDITORIAL DIRECTOR : DR. BRIAN BLAKE Dr. Brian Blake has a wide variety of academic and professional experiences. His early career... academically , rising from Assistant Professor to tenured Professor at Purdue University, his extensive published research spanned the realms of psychology (especially consumer, social, and cross-cultural), marketing, regional science, sociology, community development, applied economics, and even forestry. Professionally , he was a consultant to the U.S. State Department and to the USDA, as well as to private firms. Later on...on the professional front, he co-founded a marketing research firm, Tactical Decisions Group, and turned it into a million dollar organization. After merging it with another firm to form Triad Research Group, it was one of the largest market research organizations based in Ohio. His clients ranged from large national firms (e.g., Merck and Co., Dupont, Land o’ Lakes) to locally based organizations (e.g., MetroHealth System, American Greetings, Progressive Insurance, Liggett Stashower Advertising). On the academic side, he moved to Cleveland State University and co-founded the Consumer-Industrial Research Program (CIRP). Some of Cleveland’s best and brightest young marketing research professionals are CIRP graduates. In the last few years... academically , he is actively focusing upon establishing CIRP as a center for cutting edge consumer research. Professionally , he resigned his position as Chairman of Triad and is now Senior Consultant to Action Based Research and consultants with a variety of clients. EDITOR (2003): JILLIAN HUGHES Currently a CIRP graduate student, she graduated Magna Cum Laude from Mount Union College, where she majored in Psychology, with a focus on Consumer Behavior, and minored in Sociology. Among her many research interests; she focuses on Internet buying behavior, and the effects of Social Desirability Bias on Innovativeness Scales. She had the honor of presenting research concerning age differences in brand labeling at the Ohio Undergraduate Psychology Conference in April of 2001 at Kenyon College. She also presented another piece of original research on Internet buying behavior of college students at the Interdisciplinary Conference for the Behavioral Sciences hosted by Mount Union College in April, 2001. Forward Perceptual Maps are widely used by market researchers, e.g., to portray a brand’s image or consumer’s reactions to product features. Although the major statistical techniques have been available for several decades, these are still many questions about those techniques among practicing professionals. This report is intended for “on the job” professionals who are fairly unfamiliar with the concrete procedures used to generate and to interpret such maps In overview, three types of maps are especially popular among professional researchers: • “perceptual” maps that identify the images of brands, products, services, etc. • “preference” maps that estimate differences among segments or individuals in the appeal or attractiveness of brands, products, services, features. • “hybrid” maps which portray both images and appeal. A variety of statistical techniques can be used to generate each type of map. Perceptual maps are usually constructed via multidimensional scaling - multiple discriminant function – correspondence analysis. Preference maps are typically developed by a form of multidimensional “unfolding.” Hybrid maps are composed by first devising a perceptual map and then introjecting preferences as “ideal points” or as “vectors.” This paper focuses upon one mapping technique, multidimensional scaling (MDS), and executes it via a program package that is widely used by market researchers, SPSS. Abstract The overall objective of this report was to document the applications of two widely applied forms of “perceptual mapping”, Classical and Weighted Multidimensional Scaling. A step-by-step guide is provided for the use of these mapping techniques. It is anticipated that this report will be valuable to the professional market researcher who is new to perceptual mapping and to others looking for a detailed reference source for performing the basics of these techniques. The illustrative data pertain to the images of particular hospitals in the Northeast Ohio area. The data were gathered from a convenience sample of family, friends, and acquaintances of the researchers. A total of 107 took part in the study. The techniques were Classic Multidimensional Scaling (CMDS) and Weighted Multidimensional Scaling (WMDS). The statistical software program SPSS was used, but the ideas can be generalized to other statistical packages and programs. I. Overview of the Three Mapping Procedures Before describing each technique in detail, let us present them in overview. 1) Classic Multidimensional Scaling (CMDS) To begin, the data for CMDS and WMDS are indicators of the degree of similarity among objects, brand names, etc. Here, the data are ratings of the degree of perceived similarity among the twelve “stimuli”- four hospitals identified by name, four unnamed hospitals described by taglines, and four unnamed hospitals described by advertisements. The four named hospitals in our illustration were Fairview Hospital, Parma Community Hospital, Southwest General Hospital, and MetroHealth System. The four taglines were 1) “In the hands of doctors” 2) “It’s a people thing” 3) “When it’s your health, experience counts” and 4) “Your partner in good health”. For this report, let us abbreviate them as 1) “doctor’s hands” 2) “people thing” 3) “experience counts” and 4) “partner”. The four advertisements were labeled 1) “magic bullet” 2) “heart surgery” 3) “diet and exercise” and 4) “heart center”. The advertisements are shown on pages 3-6. Respondents rated the similarity of pairs of these items on a 0-10
Load more

Recommended publications
  • Consumer Response to Innovative Products
    Consumer response to innovative products with application to foods Anne M.K. Michaut Promotoren: prof. dr. ir. H.C.M. van Trijp Hoogleraar in de marktkunde en het consumentengedrag Wageningen Universiteit. prof. dr. ir. J-B.E.M. Steenkamp Hoogleraar in de marketing Universiteit van Tilburg Promotiecommissie: prof. dr. R.T. Frambach, Vrije Universiteit Amsterdam, Nederland prof. dr. B. Wansink, University of Illinois Urbana-Champaign, USA prof. dr. J.H.A. Kroeze, Universiteit Utrecht, Wageningen Universiteit, Nederland prof. dr. G.A. Antonides, Wageningen Universiteit, Nederland Dit onderzoek is uitgevoerd binnen de Mansholt Graduate School. Consumer response to innovative products with application to foods Anne M.K. Michaut Proefschrift ter verkrijging van de graad van doctor op gezag van de rector magnificus van Wageningen Universiteit, prof. dr. ir. L. Speelman, in het openbaar te verdedigen op dinsdag 8 juni 2004 des namiddags te half twee in de Aula. Michaut, Anne Consumer response to innovative products: with application to foods /Anne Michaut PhD thesis, Wageningen University. – With ref. – With summary in English and Dutch ISBN: 90-8504–024-8 Abstract This thesis aims at gaining a deeper understanding of how consumers perceive product newness and how perceived newness affects the market success of new product introductions. It builds on theories in psychology that identified “collative” variables closely associated with newness perceptions on the part of the consumer. Also, it explores the effect of newness on market success after one year and the pattern of market success during that time period. It is hypothesized that perceived newness is a two-dimensional (rather than unitary) construct and that its two dimensions, (1) mere perception of newness and (2) perceived complexity, have different effects on product liking and market success over time.
    [Show full text]
  • Positioning.Pdf
    Positioning Positioning Outline ▪ The concept of product positioning ▪ Conducting a positioning study ▪ Perceptual mapping using principal component analysis ▪ Incorporating preferences into perceptual maps Positioning Learning goals ▪ Explain the concept of positioning, understand the fundamental issues in positioning, and be able to write a positioning statement ▪ Know the steps in designing a positioning study ▪ Construct a perceptual map using principal component analysis and interpret the resulting map ▪ Incorporate vector or ideal preferences into perceptual maps and derive marketing insights based on the distribution of preferences Positioning STP – Segmentation, Targeting, Positioning All consumers Product in the market Price Target marketing Target market and positioning segment(s) Communication Marketing mix Distribution Marketing strategies of competitors Positioning Central questions in positioning (based on Rossiter and Percy) ▪ A brand’s positioning should tell customers □ what the brand is – what category need it satisfies (brand- market positioning), □ who the brand is for – what the intended target audience is (brand-user positioning), and □ what the brand offers – what benefits it provides (brand- benefit positioning) ▪ The selection of benefits to emphasize should be based on □ importance (relevance of the benefit to target customers’ purchase motives in the category), □ delivery (the brand’s ability to provide the benefit), and □ uniqueness (differential delivery of the benefit) Positioning What is positioning? Category Need What the brand is? User Brand I Benefit(s) D U Positioning Positioning statement ▪ To [the target audience] ▪ ________ is the (central or differentiated) brand of [category need] ▪ that offers [brand benefit(s)]. The positioning for this brand □ should emphasize [benefit(s) uniquely delivered], □ must mention [benefit(s) that are important “entry tickets”], □ and will omit or trade off [inferior-delivery benefits].
    [Show full text]
  • Product Positioning Using Perceptual & Preference Maps
    Positioning ME Basics 1 Product Positioning Using Perceptual & Preference Maps Differentiation: Creation of differences on one or two key dimensions between a focal product and its main competitors. Positioning: Strategies that firms develop and implement to ensure that the created differences occupy a distinct position in the minds of customers. Mapping: Techniques (using customer-data) that enable managers to develop differentiation and positioning strategies by visualizing the competitive structure of their markets as perceived by their customers. ME Basics 2 1 1 Generic Positioning Strategies: G Positioning on specific product features u Sport u Roomy G Positioning on benefit, problem solution or needs u G Positioning against another product u 7 up (Uncola) G Positioning through service uniqueness u Singapore airlines ME Basics 3 To Position Products G Marketing managers must understand the dimensions along which target rs (competitive structure of their markets): u How do our customers (current/potential) view our brand? u Which brands do these customers perceive to be our closest competitors? u What product and company attributes seem to be most responsible for these perceived differences? G The perceptual mapping methods provide formal mechanisms to depict the competitive structure of markets in a manner that facilitates differentiation and positioning decisions. ME Basics 4 2 2 A Perceptual Map G A perceptual map is a spatial representation in which competing alternatives and attributes are plotted in a Euclidean space. G Characteristics of the map: (1) The pairwise distances between product alternatives directly products, that is, how close or far apart the products are in the minds of customers.
    [Show full text]
  • Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness
    JOHN R. HAUSER and FRANK S. KOPPELMAN * Perceptual mapping is widely used in marketing to analyze market structure, design new products, end develop advertising strategies. This article presents theoretical arguments and empirical evidence which suggest that factor analysis is superior to discriminant analysis and similarity scaling with respect to predictive ability, managerial interpretability, and ease of use. Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness Perceptual mapping has been used extensively in ty, and direct marketing strategy to the areas of marketing. This powerful technique is used in new investigation most hkely to appeal to consumers. product design, advertising, retail location, and many Perceptual mapping has received much attention in other marketing applications where the manager wants the literature. Though varied in scope and application, to know (1) the basic cognitive dimensions consumers this attention has been focused on refinements of the use to evaluate "products" in the category being techniques, comparison of alternative ways to use the investigated and (2) the relative "positions" of present techniques, or application of the techniques to market- and potential products with respect to those dimen- ing problems.' Few direct comparisons have been sions. For example. Green and Wind (1973) use simi- made of the three major techniques—similarity scal- larity scaling to identify the basic dimensions used ing, factor analysis, and discriminant analysis. In fact, in conjoint analysis. Pessemier (1977) applies discri- most of the interest has been in similarity scaling minant analysis to produce the joint-space maps that because of the assumption that similarity measures are used in his DESIGNR model for new product are more accurate measures of perception than direct design.
    [Show full text]
  • Perceptual Mapping of SED and Brand Choice to Purchase Car
    Pacific Business Review International Volume 12 Issue 1, July 2019 Perceptual Mapping of SED and Brand Choice to Purchase Car Madhusmita Choudhury Abstract Research Scholar, Centurion University India is one among the world's quickest growing automobile markets of Technology & Management and is poised to become the third largest passenger's automobile market by 2020 (Philip, L. 2016, Economic Times). The recorded sales Prof Dr Bidhu Bhusan Mishra growth of four wheelers like car & utility vehicle has additionally up Professor & HOD, Dept. of Business up-to 7.87 % and 6.25% severally throughout April-March 2016 Administration, Professor Utkal University, (SIAM, 2015-16). however what makes an automobile maker like Bhubaneswar, Odisha Japan's Maruti Suzuki and Korea's Hyundai enjoys quite 67% of Dr P. K. Mohanty market share whereas others like United States of America automobile Dean, School of Management, manufacturers Ford Republic of India and General Motors combined Centurion University of Technology & market share is simply 4-5%(Philip,L.2016,The Economic Times). Management, Bhubaneswar, Odisha Sales within the North & East region have proven solely 5%of changes within the FY16 that is relatively under the west & south region (Khan,A.N,2016, The Economic Times). The Japanese automobile makers(Honda, Hyundai, Isuzu Motors, Nisan &Toyota) achieved a median of forty eight.01% of growth until Gregorian calendar month 2016 having an improved stand from the Indian automobile manufacturers (Hindustan Motors, M&M,M&S, Tata & Force motors)
    [Show full text]
  • Perceptual Mapping of Green Consumers: an Innovative Market Segmentation Strategy
    Journal of International Marketing Strategy Vol. 2, No. 1, Fall 2014, pp 28-38 ISSN 2122-5307, All Rights Reserved PERCEPTUAL MAPPING OF GREEN CONSUMERS: AN INNOVATIVE MARKET SEGMENTATION STRATEGY Rajeev Kumar Shukla, ShriVaishnav Institute of Technology& Science, India, [email protected] AjitUpadhyaya, Prestige Institute of Management and Research, India, [email protected] ABSTRACT There is growing interest among the consumers all over the world regarding protection of environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services. The main purpose of this study was to weigh the environmental concerns and influences on consumers. The present study provided the emerging dimensions of green consumers and an opportunity for developing market segmentation strategy for the products offering of the marketers. The study further analyzed the gender and age effect of consumers on their revealed preferences for Green Marketing Issues. Keywords: Green Consumer, Perceptual Mapping, Market Segmentation INTRODUCTION There is growing interest among the consumers all over the world regarding protection of the environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior. Green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services (Dash, S. K. 2010). The modern world has led consumers to become increasingly concerned about the environment. Such concerns have begun to be displayed in their purchasing patterns, with consumers increasingly preferring to buy so-called environmentally friendly products.
    [Show full text]
  • Marketing Engineering for Excel • Tutorial •
    MARKETING ENGINEERING FOR EXCEL TUTORIAL VERSION 160804 Tutorial Positioning Marketing Engineering for Excel is a Microsoft Excel add-in. The software runs from within Microsoft Excel and only with data contained in an Excel spreadsheet. After installing the software, simply open Microsoft Excel. A new menu appears, called “MEXL.” This tutorial refers to the “MEXL/Positioning” submenu. Overview Positioning analysis software incorporates several mapping techniques that enable firms to develop differentiation and positioning strategies for their products. By using this tool, managers can visualize the competitive structure of their markets, as perceived by their customers. Typically, data for mapping include customer perceptions of existing products (and new concepts) along various attributes, customer preferences for products, and measures of the behavioral responses of customers toward the products (e.g., current market shares). Positioning analysis uses perceptual mapping and preference mapping techniques. Perceptual mapping helps firms understand how customers view their product(s) relative to competitive products. The preference map plots preference vectors or ideal points for each respondent on a perceptual map. The ideal point represents the location of the (hypothetical) product that most appeals to a specific respondent. The preference vector indicates the direction in which a respondent’s preference increases. In other words, a respondent’s ideal product lies as far up the preference vector as possible. POSITIONING TUTORIAL
    [Show full text]
  • Perceptual Map Teaching Strategy Estrategia De Enseñanza De Mapas Perceptuales Estratégia De Ensino De Mapas Perceptuais
    REVISTA DIGITAL DE INVESTIGACIÓN EN DOCENCIA UNIVERSITARIA EXPERIENCIA DOCENTE Perceptual Map Teaching Strategy Estrategia de enseñanza de mapas perceptuales Estratégia de ensino de mapas perceptuais Mario Chipoco Quevedo* Recibido: 02/11/15 Revisado: 10/03/16 Facultad de Negocios, Universidad Peruana de Ciencias Aplicadas.Lima, Perú Aceptado: 25/04/16 Publicado: 15/11/16 RESUMEN. Este documento contiene el diseño de una estrategia para enseñar mapas Palabras clave: perceptuales en un curso de gerencia de marca, con la adición de una técnica de modelado para mapa perceptual, regresión elaborarlos. Los mapas perceptuales son herramientas para el análisis del posicionamiento multilineal, de marca, y se enseñan en cursos de pregrado y postgrado. Sin embargo, es muy usual utilizar análisis factorial, un marco puramente descriptivo y teórico, sin explicar los mecanismos para construirlos. Se estrategia de presentan métodos basados en regresión multilineal y en análisis factorial como herramientas enseñanza de modelado, para explicar en clase y proporcionar una mejor comprensión de esta materia. ABSTRACT. This paper comprises the design of a strategy to teach perceptual mapping Keywords: in a Brand Management course, adding a modeling technique in order to elaborate such perceptual map, maps. Perceptual maps are tools used to analyze the positioning of a brand, and are taught multilinear regression, factor in undergraduate and graduate courses. However, very frequently a purely descriptive and analysis, teaching theoretical framework is used, disregarding the mechanisms to construct them. Methods strategy based on multiple linear regression and factorial analysis are presented as modeling tools to explain and foster a better understanding of this subject in class.
    [Show full text]
  • The Perceptual Mapping of Notebook Brands of Young People in Manado
    ISSN 2303-1174 D.C.Tampinongkol., D.P.E. Saerang., F.J.Tumewu. The Perceptual Mapping ……….... THE PERCEPTUAL MAPPING OF NOTEBOOK BRANDS OF YOUNG PEOPLE IN MANADO PEMETAAN PERSEPSI MERK LAPTOP PADA KALANGAN MUDA DI MANADO By: Devid Christian Tampinongkol 1 David P.E Saerang2 Ferdinand J. Tumewu3 1.3Faculty of Economics and Business, International Business Administration (IBA), Management Program, University of Sam Ratulangi Manado Email: 1 [email protected] 2 [email protected] 3 [email protected] Abstract: Most products and services have many physical and intangible attributes with varied characteristics for a would-be purchaser. For example, toothpaste is not merely "a tooth cleaning product". Rather, for a consumer, it is a bundle of objective and subjective characteristics like taste, mouth freshener, decay protection, bad breath, price, and so on. The marketer's task is the difficult one of deciding how many attributes to build into the product, how much quality to include in each attribute, and how to put the attributes together to gain a competitive advantage. This is notable that key attributes vary by market segment and therefore the marketing effort must change accordingly. This research is designed to have a clearer image and deeper understanding about perceptual maps and the effect of brand attributes to the perception of the customers. The method used in this research is the quantitative research methodology which will provide a deep insight about perceptual maps. In the findings, there is a significant value between the variables of indicators with the brands meaning that they are strongly related. Keywords: perceptual mapping, consumer, perception Abstrak: Sebagian besar produk dan layanan memiliki banyak atribut fisik dan tidak berwujud dengan karakteristik bervariasi untuk calon konsumen.
    [Show full text]
  • Perceptual Maps: the Example of the Hungarian Car Market
    Perceptual and Value Maps: the Example of the Hungarian Car Market Gábor Rekettye PhD, Professor of Marketing Pécs University, Faculty of Business & Economics The managerial use of perceptual maps to support product positioning and repositioning decisions is widely discussed in the marketing literature (Crawford, 1997, Hooley-Saunders, 1993, Moore-Pessemier, 1993, Dolan, 1990, etc.). The method suggested by the scientific papers how to produce a perceptual map is however rather complicated for company managers or for business students studying marketing foundation. As a consequence of it papers and marketing text books dealing with this subject either just present the map itself without showing the way how it was produced, or others just describe the method with hypothetical data without a practical example. That was the reason why we decided to carry out an experiment to produce a perceptual map based on real data collected within a survey made by a Hungarian marketing research institute interviewing a representative sample of one thousand households in Hungary. Before showing the methods we applied and the conclusions we made, let's have a short overview about the notions and categories we used during our experiment: Positioning or repositioning A product's or a product line's position is the place they occupy in the mind of the target customers in relation to competitive products or product lines. (Kotler, 1997, Kotler- Armstrong-Sauders-Wong, 1996, etc.) Positioning is managerial activity using marketing, mainly promotional and communicational instruments to influence customers' perceptions and to secure a clear and distinctive place for the company's offering in the mind of the target customers.
    [Show full text]
  • JETIR Research Journal
    © 2019 JETIR February 2019, Volume 6, Issue 2 www.jetir.org (ISSN-2349-5162) PERCEPTUAL MARKETING UNDERSTANDING THE PSYCHOLOGY OF THE CUSTOMER 1 Sowmya Mehul,2Pavan Jaswanth Sai 1Student, 2Student 1St. Joseph Degree & PG College, Hyderabad, India 2Pendakanti Institute of Management, Hyderabad, India Abstract: The dynamics of marketing has seen a shift from the manufacture centred products to customer centred this article presents an in-depth view of the changing scenario of marketing work. Almost all behaviour of consumers that participate in markets are in one way or another linked to consumption. In order to compress this board subject into a more specified field, A division of consumer behaviour is selected in accordance with an area of interest which is consumer psychology. The psychology theories and marketing strategies to bring together the main ideas of consumer psychology. The fundamental elements accentuated in the theoretical framework of internal influences, which consists of perception, attention, and interpretation and also segmentation. KEYWORDS: Perceptual Mapping,Consumer Psychology, Fundamentals, Segmentation. INTRODUCTION Perceptual mapping is a delineated method mostly used by marketers in an attempt to optically display the perceptions of the potential customers. Typically the orientation of a product,product line,brand or company is presented relative to their group action. Some perceptual maps use many diametric sized circles to indicate the market share and sales volume of various competitive products. Perceptual maps are generally referred to have two dimensions even though they are capable of having several. For example, in this perceptual map you can see consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.
    [Show full text]
  • Perceptual Mapping of Multiple Variable Batteries by Plotting Supplementary Variables in Correspondence Analysis of Rating Data
    Perceptual mapping of multiple variable batteries by plotting supplementary variables in correspondence analysis of rating data Anna Torres* & Michel van de Velden† February, 2005 Econometric Institute Report EI 2005-14 Abstract In this paper we consider the use of correspondence analysis (CA) of rating data. CA of rating data allows a joint representation of the rated items (e.g. attributes or products) and individuals. However, as the number of individuals increases, the interpretation of the CA map becomes difficult. To overcome this problem, we propose a method that allows the depiction of additional variables, for example, background characteristics that may be of interest in identifying consumer segments, in the CA map. The idea we use is based on the representation of supplementary variables in ordinary CA. However, as the format of the additional variables is typically different from the rating data, a recoding is required. We illustrate our new method by means of an application to data of a product perception study for five cream soups. Key words: Perceptual mapping, correspondence analysis, rating data, multiple variable batteries, consumer preferences, individual differences. * Departamento de Economía de la Empresa, Universidad Carlos III de Madrid, C/Madrid, 126, 28903 Getafe (Madrid), Spain, email: [email protected] † Econometric Institute, Erasmus University Rotterdam, P.O. Box 1738, 3000 DR Rotterdam, the Netherlands, tel: +31104088692, fax: +31104089162, email: [email protected] 1. Introduction An important issue in marketing research concerns the construction of perceptual maps (Moskowitz, 2000 and 2002; Arditti, 1997; Monteleone, Frewer, Walkeling and Mela, 1998; Hough and Sanchez, 1998). In a perceptual map, products (or brands) are represented graphically in a space spanned by attributes.
    [Show full text]