Perceptual Mapping as a Marketing Research Tool for Brand Positioning

International Journal of Economics and Management Studies

© 2019 by SSRG - IJEMS Journal

Volume 6 Issue 4

Year of Publication : 2019

Authors : Iza Gigauri

10.14445/23939125/IJEMS-V6I4P110

How to Cite?

Iza Gigauri, "Perceptual Mapping as a Marketing Research Tool for Brand Positioning," SSRG International Journal of Economics and Management Studies, vol. 6,  no. 4, pp. 73-79, 2019. Crossref, https://doi.org/10.14445/23939125/IJEMS-V6I4P110

Abstract:

In order to create a perceptual map, discriminant analysis is used to map selected brands or products with their attributes. The perceptual map shows graphically how consumers associate the attributes in different dimensions. Moreover, service quality has become important to differentiate the brand and hence, to achieve business success. The paper analyzes literature on perceptual mapping, and discusses the different methods of creating perceptual maps. It overviews the various analysis methods for developing a perceptual map, and examines mapping techniques.The paper also highlights the benefits ofperceptual mapping in marketing research for managers.

Keywords:

Perception,Perceptual Map, Branding, Positioning, Marketing, Market Research

References:

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