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

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perceptual map

fairness of charges

avai

labi

lty o

f spa

re p

arts