Benefits of Perceptual Maps

  • To help us better understand market segments
  • To see how the target market really perceives the brands in the marketplace
  • To evaluate the performance of recent marketing campaigns and other marketing mix changes
  • To confirm whether how consumers perceive us fits with our positioning goals
  • To check that our brand has a clear positioning space in the market
  • To track how successfully our new products have been positioned into the market
  • To monitor competitive brands and their changing market position
  • To help our organization identify gaps in the market
  • To monitor changes in consumer preferences over time

Limitations of Perceptual Maps

  • Perceptual maps often simplify the consumer’s purchase decision down to two product attributes
  • They tend to be more beneficial for low-involvement purchase decisions
  • They are more relevant for individual brands, and less helpful for corporate brand image
  • The data is often difficult or expensive to obtain (via marketing research)
  • There is a often difference between consumer’s perception of the brand’s benefits versus reality

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