assignment perceptual map
Post on 17-Oct-2014
112 Views
Preview:
TRANSCRIPT
ASSIGNMENT
Perceptual Map
(Submitted in the partial fulfillment for the degree of
Masters in Business Administration)
Submitted to: Submitted by:
Dr. Apar singh Anurag Bishnoi
Roll no: 5460
MBA-II (B)
SCHOOL OF MANAGEMENT STUDIES
PUNJABI UNIVERSITY, PATIALA
Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to
visually display the perceptions of customers or potential customers. Typically the position of a
product, product line, brand, or company is displayed relative to their competition. A company
considering introducing a new product will look for areas with a high density of ideal points.
They will also look for areas without competitive rivals. This is best done by placing both the
ideal points and the competing products on the same map. Perceptual maps need not come from
a detailed study. There are also intuitive maps (also called judgmental maps or consensus maps)
that are created by marketers based on their understanding of their industry. Management uses its
best judgment. It is questionable how valuable this type of map is. Often they just give the
appearance of credibility to management’s preconceptions. Here we have tried to discuss the
perceptual map of people regarding perception of after sales service of two wheelers at different
two wheeler station in both authorized and unauthorized service station.
The two dimension taken into consideration over here are fairness of charges and
availability of spare parts as we see that these are among the two major factors that are
considered while a person goes for servicing his or her vehicle. For this around 100 respondents
were questioned on these two parameters 50 respondents were asked for authorized service
station and rest 50 for unauthorized service station.
Fairness of
charges
Availability of
spare parts
Hero honda 5.96 7.65
Honda 6.5 8
Lml 5 8
Yamaha 6 7.5
Royal enfield 7.3 8
TVS 5.5 3.5
Bajaj 7.625 8.25
Unauthorized 6.48 6.16
4.5 5 5.5 6 6.5 7 7.5 80
1
2
3
4
5
6
7
8
9
perceptual map
fairness of charges
avai
labi
lty o
f spa
re p
arts
top related