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What is Perceptual mapping in Strategic marketing?
A perceptual mapping is plotting the responses of the consumers on a map which helps to analyze the success of positioning a product. Basically, the customers’ views are charted on a map. They are asked questions about their experiences with the product and then their responses are accordingly plotted on the graph. The questions may be about quality, price, after effects etc. The questions as well as answers are qualitative but there are suitable scales to enable their graphical representation.
This graphical chart where the consumer’s response or perception of a product is plotted is called a ‘perceptual map’. A perceptual map helps to improve the quality of the product and also gives an idea about market requirements and expectations if they are planning to launch a new product.
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