What data are collected from consumers to develop a perceptual map for a particular product category?

Business

1 answer:

olga2289 [7]3 years ago

5 0

Answer:

Detail Answer is given below

Explanation:

A perceptual map is a graphic used by market researchers and companies to describe and understand how target customers see and feel about a particular brand or product.

Perceptual maps can also be called product positioning maps.

These useful graphics allow organizations to understand the competitive positioning of their brand or product. They also allow organizations to consider comparisons of attributes that are important to customers and identify open areas within their markets.

To obtain the data that is plotted on a perceptual map, surveys are distributed to potential clients and clients who ask them about their experience with a product. These surveys ask about the opinions of respondents about product performance, packaging, price, size and other variables.

Qualitative survey responses are then transferred to a perceptual map using a scale, such as the Likert Scale. The table analysis is used to inform the development and improvement of the product.

A usual perceptual map is a two-dimensional graph with a vertical axis (Y) and a horizontal axis (X). Respectively axis contains of a pair of opposite attributes at each end.

Format of Map

For example, if the purpose of the map is to investigate how consumers feel about breakfast cereals, the Y axis could have "a great taste" on one end and a "bad taste" on the other. The X axis could have "low nutritional value" at one end and "high nutritional value" at the other end.

Each cereal brand is drawn on the perceptual map based on how consumers perceive the brand's products in relation to those attributes.

For a perceptual map to be as useful as possible, the X and Y axes must measure the attributes that consumers really consider when making purchasing decisions in the real world.

Once again, the best way to begin to understand how customers and potential customers see products and brands in a market is to survey them.

You might be interested in

The results of the experiment performed in the passage, and the model proposed in response, suggest that what relationship exist

LuckyWell [14K]

The surface activity of the monomers is decreased in each mutant protein, allowing release of the monomers from the interface.

Explanation:

Compression of the film is a consequence of withdrawal of protein solution from the droplet during step 2 of the pendant droplet test.

This is shown by the folds in the region around the dropping collar, which can be seen more distinctly after a more liquid retraction.

The wrinkles of the protein film analysis revealed that there has been no relaxation for 10 minutes after compression, which means that this surface layer is stable. Such findings show that BslA can self-assemble into a stable and complex superior film without the help of a protein or carbohydrate partner.

7 0

4 years ago

What is first step in developing a knowledge management system

Elza [17]

The first step is determining what knowledge is most important. the control function involves measuring performance relative to the planned objectives and standards, rewarding people for well work done, and then taking corrective action when necessary.

hope this helps :)

5 0

4 years ago

When using the ice-point method to calibrate a thermometer, you should:

allochka39001 [22]

Your thermometer should be reading 32 degrees Fahrenheit after 30 seconds. If it’s not, it needs to be recalibrated. The ice point method is the most accurate way to calibrate a thermometer. I hope that helps.

3 0

3 years ago

onds Payable has a balance of $1,000,000 and Discount on Bonds Payable has a balance of $10,000. If the issuing corporation rede

posledela

Answer:

The correct answer is $15,000.

Explanation:

According to the scenario, the given data are as follows:

Bonds payable balance = $1,000,000

Discount on bonds = $10,000

So, Balance in bonds = $1,000,000 - $10,000

= $990,000