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A comparison of consumer's perception regarding cellular mobile operators was done on five cellular operators in the prepaid segment. The paper focuses on how management students associate selected brands of mobile cellular operators. Discriminant analysis is used to map selected mobile cellular operators along with their attributes. Study investig...
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... Salah satu alat untuk memperkuat brand positioning yaitu perceptual mapping (Gigauri, 2019). Perceptual mapping adalah alat yang memungkinkan peneliti pasar dalam merepresentasikan secara visual mengenai persepsi pelanggan terhadap produk, merek, atribut, layanan atau promosi, dan dapat bereaksi terhadap perubahan kondisi (Nigam & Kaushik, 2011). Tujuan dari perceptual mapping adalah untuk menampilkan merek dan manfaatnya berdasarkan persepsi pelanggan melalui penggambaran yang jelas bagaimana keuntungan dari setiap point dapat dikorelasikan (Gigauri, 2019). ...
Berdasarkan persepsi konsumen, produk utama BobbiesJeans.Co yaitu celana denim, kurang dikenal dan kurang terlihat keunggulannya dibanding pesaingnya sehingga menjadi alasan penjualan celana denim belum berhasil mencapai target penjualan. Penelitian ini bertujuan untuk merancang perbaikan strategi positioning dengan menggali persepsi konsumen celana denim dalam memilih merek celana denim berdasarkan perceptual mapping dengan metode multidimensional scaling (MDS). MDS merupakan metode yang digunakan untuk menempatkan objek yang terkait satu sama lain untuk mengetahui kondisi persaingan dan mengetahui posisi setiap merek. Atribut yang digunakan yaitu harga, kualitas bahan, variasi model, ukuran, variasi warna, reputasi merek, variasi bahan, attractiveness dan kemudahan pembelian. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode snowball sampling yang menghasilkan 110 sampel dari konsumen celana denim. Hasil penelitian ini berupa strategi positioning pada atribut prioritas yang menjadi kelemahan celana denim BobbiesJeans.Co berdasarkan perhitungan jarak euclidean, yaitu atribut reputasi merek, kualitas bahan, attractiveness, dan variasi model. Keempat atribut tersebut menjadi pertimbangan utama untuk dijadikan keunggulan pada celana denim BobbiesJeans.Co dibanding pesaing lainnya.
... Consequently, most businesses try to satisfy their customers and develop long-term relationship with them. For this reason, Perceptual mapping is used as the graphical technique to display the perceptions of potential customers.According to Nigam &Kaushik (2011), perceptual mapping is a tool that enables market researchers to represent visually customers' perceptions of products, attributes, brands, promotions or services, and to react to changing conditions. Perceptual mappingassists a company to understand and gain sustainable edge over the competitors. ...
... Perceptual mappingassists a company to understand and gain sustainable edge over the competitors. Ithelps companies to preserve current customers and ensure their loyalty (Nigam &Kaushik, 2011). Thus, perceptual mapping is an analytical tool to understand customers. ...
... Perceptual mapping is also known as positioning map as it helps to develop market-positioning strategy for products and services. Perceptual mapping offers a unique ability to understand market structure, analyzing the complex relationships among marketplace competitors and the criteria used by buyers in making purchase decisions and recommendations (Nigam &Kaushik, 2011). ...
... 'Attribute-based PM' using DA, has been used in various sectors. Nigam and Kaushik [33] have developed it for prepaid mobile cellular operators in India; Venkatesh and Nargundkar [47] have studied the service quality perceptions of domestic airline consumers in India; Sujandari and Dharmawan [43] have used it to study the performance of service quality of gas stations in Indonesia. Fiedler [16] has studied brand equity and new product opportunities for consumer products; Johnson [21] had conducted a study of customers' choice of most important attributes of branded motor cycles; and Wittenschlaeger and Fiedler [51] have shown the criteria for selecting brands and products for respondents to evaluate, and the principles for optimizing the perceptual space. ...
This study aims at evaluating the customer expectations in a public sector passenger transport company, a crucial sector in developing countries like India. A questionnaire containing 18 quality characteristics was administered to various customers of three bus depots of one division of a state road transport undertaking in South India. Attribute‐based perceptual mapping using discriminant analysis was done to position the three depots and to identify their strengths and weaknesses. The findings would help prioritize different parameters and also provide guidelines for managers to focus on and to improve. Copyright © 2012 John Wiley & Sons, Ltd.
With rising competition in the apparel retail industry in India, multi-brand outlets need to create a particular store image in consumers' minds to ensure consumer loyalty and sales. Past studies indicate the impact of visual merchandising (VM) on store image, but few studies discuss how VM can help in-store positioning. The current study explores how VM elements can be used for store positioning. The study employed a survey-based approach using a structured questionnaire to find the perception of 385 males and females of the 18–25 age groups belonging to one of India's largest cities, Ahmedabad, regarding VM The multi-branded retail outlets selected for the study were - Pantaloons, Westside, Ahmedabad Central, Brand Factory, and Shoppers Stop. The VM elements identified through a literature review were - atmospherics, window display, mannequin display, product display, signages, fixtures, and store props. In addition, discriminant analysis was used to generate a perceptual map, which revealed the unique position of each store in the consumer's mind based on different VM elements. Findings suggest that different combinations of VM elements can help multi-branded retail stores position themselves successfully in the shoppers' minds.
While consumers try to increase their utility with the products they buy, on the other hand, the suppliers try to multiply their own benefits by generating sales income and profits. Rapid change in the globalizing world and information technology has increased the similarities of the products produced in series and masses especially based on technology, so it has become important to establish brand strategies to create awareness in consumers and to create a brand image that creates a positive connotation. On the other hand, it is important that the positioning of the brand be realized at the optimum level in terms of determining the advantages offered bythe brand and the brand promise, and the strategies used in marketing plans should be supported by positioning strategies. A successful brand positioning can be achieved through the determination of the target market and the good understanding of the product created on the consumer. With the developing technology, consumers can now have detailed information about the products offered to the national or international market. The determination of the perceptual levels of consumers is of great importance in the creation of positioning strategies as well as in the creation of repositioning decisions. Thus, by creating appropriate changes to the consumer expectations on the products that do not create the expected effect in the consumer, the additional costs that give the product a competitive edge can be created and the costs to be drawn from the market can be eliminated. Positioning decisions that are constrained by the prejudice to the narrow effect of gratification are now supported by systems that are not able to detect perceptual situations. Within the scope of the study, the concept of positioning of the brand, the effects of the positioning concept of detecting the customer perceptions supported by the target market selection and market research in the positioning based strategies will be examined at the theoretical level. It is a qualitative study in terms of the method of work and presents a descriptive and descriptive framework for the topic. The unique aspect of the work is the in-depth analysis of detection maps, which provide a broader positioning strategy plan, as part of positioning.
