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…
- 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,
- Each attribute set should be structured as opposites, such as high quality and low quality
- 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 |
