Attribute Axis Ideas

 

One of the more difficult aspects of constructing a perceptual map is selecting the product attributes to use. Therefore, as a guide to help you, listed below are lots of ideas.

But remember…

  1. The attributes that you choose should be relevant to the target market – that is, consumers use these product attributes as a basis to understand differences between brands,
  2. Each attribute set should be structured as opposites, such as high quality and low quality
  3. You can create more than one perceptual map by using multiple attribute sets – and this approach of using two or three perceptual maps in your assignment is more likely to generate insights about the marketplace and the competitive sets.

List of Product Attribute Ideas

Possible Attribute Sets

High quality

Low quality

Prestige

Budget

Friendly

Aloof

Strong ‘taste’

Weak ‘taste’

Broad choice

Narrow choice

Comfortable

Uncomfortable

Stylish

Functional

Full flavor

No flavor

High sugar

No sugar

Healthy

Junk

Modern

Traditional

Youthful

Older

Lots of variety

Limited variety

Innovative

Conservative

Popular

Niche

Outgoing

Shy

Masculine

Feminine

Worldly

Local

Bold

Nervous

Exciting

Boring

For adults

For children

International

Local

Good value

Poor value

Convenient

Awkward

Full service

Self service

Flexible

Restricted

Colorful

Bland

Gentle

Rough

Hard

Soft

Durable

Weak

High status

Low status

Luxury

Basic

Complex

Simple

Advanced user

Beginner

Approachable

Aloof

Responsive

Slow

Caring

Indifferent

Mature

Childish

Fun

Serious

Open

Closed

Sweet

Sour

For everyone

Selective

Likeable

Not likeable

Energetic

Sluggish

Large

Small

Professional

Unprofessional

Trusted

Concerning

Caring

Indifferent

Specialist

General

Leader

Follower

Learn More about Segmentation, Target Marketing, Positioning and Perceptual Maps

Perceptual mapping is a technique that essentially visualizes the core marketing activity of segmentation, targeting and positioning (which is often referred to as the STP process). I have an eBook available in PDF that reviews these important topics for just $2.99. Click the book’s image to learn more.

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