Why use perceptual mapping?
There are many reasons why a firm would undertake perceptual mapping, the following table lists a number of these reasons.
|Reason||Benefits of Perceptual Maps|
|Check reality||To see how the target consumers actually perceive the various offerings and positions|
|Impact of campaigns||To measure/track the impact of recent marketing campaigns and any other marketing mix changes|
|Monitor new products||To identify how well any new products have been positioned into the market|
|Monitor competition||To monitor the impact of various competitive offerings over time|
|Look for gaps||To assist the company identify market gap, as an input into the new product development process|
|Understand segments||To provide information that will help further understand different market segments|
|Track preference changes||To track any changes in consumer preferences (and other environmental factors) over time|