Learning Objectives

• Understand how consumer perceptions are studied and acted upon through the use of perceptual mapping
• Develop marketing strategy recommendations based on an understanding of perceptions and perceptual maps

Directions

A perceptual map is a diagrammatic technique used to visually display the perceptions of customers or potential customers. To do so, a company's product, product line, or brand is displayed relative to their competition.

Consider the perceptual map below that outlines consumers feelings of fast food restaurants.

Choose one of the restaurant brands on the map below and figuratively put yourself in the shoes of a marketer at that brand.

Prepare answers for the questions below. Record your answers in a short presentation video using your phone, Zoom, or any other video mechanism.

QUESTIONS

1. What conclusions can you draw regarding consumer perceptions of your brand based on the positions of your brand vs. other brands on the perceptual map below?
2. Ideally, how would you like to reposition your brand?
3. Where on the map would you like to lie?
4. How might you use the information learned in class to reposition your brand to get to the ideal?

FAST FOOD RESTAURANTS Wide Choice McDonald's Subway Pizza Hut Junk Food Healthy KFC Burger King Wendy's In & Out Limited Choice