Multiattribute perceptual mapping with idiosyncratic brand and attribute sets
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Multiattribute perceptual mapping with idiosyncratic brand and attribute sets Tammo H. A. Bijmolt & Michel van de Velden
Published online: 2 February 2012 # The Author(s) 2012. This article is published with open access at Springerlink.com
Abstract This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely generates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing such idiosyncratic datasets can be challenging. Therefore, this study proposes a modification of generalized canonical correlation analysis to support the analysis of the complex data structure. The model results in a common perceptual map with subject-specific and overall fit measures. An experimental study compares the proposed procedure with alternative approaches using predetermined sets of brands and/or attributes. In the proposed procedure, brands are better known, attributes appear more relevant, and the respondent’s burden is lower. The positions of brands in the new perceptual map differ from those obtained when using fixed brand sets. Moreover, the new procedure typically yields positioning information on more brands. An empirical study on positioning of shoe stores illustrates our procedure and resulting insights. Finally, the authors discuss limitations, potential application areas, and directions for research. Keywords Perceptual mapping . Brand positioning . Multiattribute ratings . Adaptive data collection methods . Canonical correlation analysis
T. H. A. Bijmolt (*) Department of Marketing, Faculty of Economics and Business, University of Groningen, PO Box 800, 9700 AV Groningen, The Netherlands e-mail: [email protected] M. van de Velden Econometric Institute, Faculty of Economics, Erasmus University Rotterdam, PO Box 1738, 3000 DR Rotterdam, The Netherlands e-mail: [email protected]
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Mark Lett (2012) 23:585–601
1 Introduction Marketing managers frequently make decisions about product (re)design and brand (re)positioning, for which they might rely on a framework in which consumers offer their evaluations and choices of a limited set of perceptual attributes (Kaul and Rao 1995; Van Kleef et al. 2004). A product can be characterized as a bundle of attributes, and each brand receives a score on each attribute (Lancaster 1971). Then the brands can be represented graphically in a so-called perceptual map that spans the attributes. The relative position of competitive brands has proven very informative for managers (Cornelius et al. 2010; Johnson and Hudson 1996), and research that proposes improvements to perceptual maps adds to product and brand management abilities (Day et al. 1979; Dillon et al. 1985; Kaul and Rao 1995; Shocker and Srinivasan 1979; Van Kleef et al. 2004). In this article, we propose a new, extremely flexible perceptual mapping methodology that allows each consumer to decide which brands and attributes to evaluate. Of the various methods
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