ANALYZING CONSUMER PERCEPTIONS

- Robert J. Dolan

Presented by Group 2:
Aditya Sapate (PGP31064) | Saurabh Gond (PGP31111) | Khushboo Rawat (PGP32103) |
Rajshekar Rampelli (PGP32138) | Amit Jajme (PGP32382) |
FLOW OF THE CHAPTER

1 Data Collection and Profile Analysis

2 Perceptual Mapping Techniques

3 Applying the Maps in New Product Development

 MARKET RESEARCH
Use of rating scales
Eg. Semantic Differential Rating Scale
Data Collection
 PERCEPTIONS

Vary across groups Same across respondents

(Eg. Inexperienced vs Experienced, - Take average across all respondents
Young vs Old, etc) - Find out competitors average
PROFILE ANALYSIS - Break out the data - Analyze through snake-plot
- Take average of specific groups
- Find competitors average
- Analyze through snake-plot

This helps us find out the position of the firm according to consumers perception and
compare the same with those of competitors
 Pictorial representation Summarize data

PERCEPTUAL MAPPING
TECHNIQUES
Multiple competitors and Multiple Dimensions

Attribute Rating Method Overall Similarity Method

 ATTRIBUTE SYMMETRY METHOD
Data Matrix
Row Average customer rating
Column Different attributes

Company Attribute 1 Attribute 2 Attribute 3 Attribute 4

Dow
Competitor 1
Competitor 2
Competitor 3

Next Step
Check Correlation (2 at a time)
 LIMITATIONS
For some product type, in terms of specific product attributes, it requires:
Researchers: Proper Articulation
Respondents: Time to think

The attributes that cannot be verbalized well

 OVERALL SIMILARITY METHOD
Universal MGM Sea World Magic Kingdom Epcot
Busch Gardens 11 12 10 6 13
Universal - 1 14 2 5
MGM - 15 3 7
Sea World - 8 9
Magic Kingdom - 4
Epcot -

Multidimensional scaling (Statistical procedure) :

Maps the product/firm such that distance on the maps are shown according to the ranks
Mapping through multidimensional rating
 COMPARISON
Attribute Rating Overall Similarity
Input Data
Brand rating based on attributes Overall similarity ranking
Attributes pre-specified by analyst Dimensions can be interpreted after mapping
Statistical Technique
Factor analysis / Multiple discriminant analysis Multidimensional scaling
Output
Product position on axes Relative product position
Best suited for
Applications whose attributes can be verbalized Applications whose attributes are hard to verbalize
 NEW PRODUCT DEVELOPMENT :
APPLYING THE MAPS
Understanding Market Structure

APPLICATION IN Perceptions of a Product Concept

MARKETING

Provide direction to R&D efforts

 Attainment of desired product positioning Firms position relative to the competitors

UNDERSTANDING
MARKET STRUCTURE

Deeper understanding: Attack dominant brand Opportunity Identification

PERCEPTIONS OF A PRODUCT CONCEPT
 DIRECTION TO R&D EFFORTS
Similar to the previous purpose except,
Different customer groups have different ideal combination of attributes
Formal representation of the Ideal Point of the customer is required
More is not necessarily better
Attribute approach: Each customers ideal attributes also needs to collected
Similarity Ranking approach: Include Ideal as one of the object
PERCEPTUAL MAPPING:
LIMITATIONS
1. Represents static view

2. If series of studies done over time,

some trends can be monitored

3. No indication of the cost

4. Achievability is not sure

THANK YOU