There are three major ways perceptual maps are used in marketing:
1. to obtain a better understanding of current positioning and market structure
– maps might be useful in finding “holes” in the marketplace where niches could be developed
– maps might also indicate vulnerabilities of competitors
2. to test where a new product being considered for introduction would be perceived
3. to provide direction to R&D efforts to satisfy the wants of consumers better
– include respondents “ideal” in the set of things to be rated during the data collection phase in order to incorporate those ideals into the product
Limitations of Perceptual Maps:
1. Presents a static view (i.e. a snapshot of consumer perceptions)
2. While maps help a firm determine what it would like to do, it provides no indication of the cost or likelihood of achieving the desired positioning.
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