Perceptual Map Presentation

Topics: Automobile, Automotive industry, 2000s automobiles Pages: 11 (633 words) Published: May 5, 2015
Perceptual Mapping
for
Automobiles

MKT/421

Summary
For this presentation I have chose to focus on the
automobile industry. I have chosen 10 brands of cars from
various manufactures. Perceptual mapping is used to know
how consumers perceive one brand compared to another
brand. A perceptual map is a key tool that helps
organizations know what the consumers think about their
product whether they like the product or not. This is viewed by graphical representation of the product in the eyes of
the consumers based on selected variables. Each product
can be measured by certain variables for example, an
automobile can be differentiated from other automobile
based on safety, design, engine, and gas mileage,
technology.

Selected Brands of
Automobiles
1. Chevy Corvette
2. Honda Accord
3. Volkswagen Beetle
4. Nissan Altima
5. Ford Focus
6. GMC Sierra
7. Audi A5 Coupe
8. BMW 7 Series
9. Mercedes Benz
10. Dodge Challenger

Two Variables
The two variables selected for the
perceptual mapping of various brands
of automobiles are:
1. Design
2. Safety

COMPETITORS
• The automobile companies spend years to create a design
for an automobile.
• Automobile Industry also runs many test to know the safety of the vehicle. Crash dummies are used for this testing.
• Many automobiles change the body style or add features
every year. Body style changes to fit the consumers likes.
• All the companies manufacturer have their individual and unique product to offer consumers. The way the
automobile is styled is to aim for purchase.
• There’s a lot of automobile differences in the auto industry which comes with pro and cons.

Perceptual Mapping
Great Design
Audi A5 Coupe Mercedes Benz
Chevy Corvette

BMW 7 Series

Dodge Challenger
Low
Safety

GMC Sierra
Nissan Altima

V.W. Beetle

High
Safety

Honda Accord
Ford Focus
Simple Design

Consumers Perception
The Mercedes Benz is having the advantage of safety and
design and its brand image is better than any other car.
The Audi stands next to Mercedes. In the past, Audi has
given competition for most luxury cars. Audi is pretty
high up there when it comes to design.
The Nissan Altima has high safety, but didn’t make it
with the luxury cars for design.
The Ford Focus doesn’t stand a chance with luxury cars.

IMPORTANCE OF
PERCEPTUAL MAPPING
Consumers were asked to give their rating as well as
their responses. The results were placed on the
Perceptual Map. For example, consumers may be
asked to select an option between 1 and 5 where “1”
represents very low and “5” represents high for a
certain feature of a car design or safety. Using a
number scale can help consumers rate design and
style.
Perceptual Mapping is a great tool to be used by
marketing managers. This helps them know what to
compare their product or brand to.

Advantage and
Disadvantages
Advantages
Requires only that the consumers give their overall
perception of the product/brand.
Perceptual maps can be developed at an individual level or
in whole
Disadvantages
The consumer isn’t given an objective basis on what has
been identified and dimensions used for evaluating
brands.
Can only use general guidelines.

Conclusion
In this presentation I have used the
Perceptual Map to see how consumers rated
10 automobiles. The two variables that I used
are design and safety. From the map you can
see what automobile was rated high for safety
and design. The Perceptual Map will help
marketing managers know what consumers
like the most and what automobile is the
safest.

References
Kerin, R.A.,, Hartley, S.W., Berkowitz, E.N., &
Rudelius, W. (2009), Marketing (9th ed.): New
York, NY: McGraw Hill.
Kotler, P & Keller, K.L. (2009), Marketing
Management (13th ed.). : Upper Saddle
River, NJ: Pearson Education.
Perreault, W.D., Cannon, J.P., & MaCarthy, E.J.,
Jr. (2009), Basic Marketing: A marketing
strategy planning approach (17th...

References: Kerin, R.A.,, Hartley, S.W., Berkowitz, E.N., &
Rudelius, W. (2009), Marketing (9th ed.): New
York, NY: McGraw Hill.
Kotler, P & Keller, K.L. (2009), Marketing
Management (13th ed.). : Upper Saddle
River, NJ: Pearson Education.
Perreault, W.D., Cannon, J.P., & MaCarthy, E.J.,
Jr. (2009), Basic Marketing: A marketing
strategy planning approach (17th ed.), New
York, NY: McGraw Hill
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