Multi-Attribute Perceptual Map

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When a retailer has decided which segment it wants to target, it must decide where it wants to position itself within the market. This can be calculated through a brand positioning map, although these are mostly based on the consumers perception of the retailers position and the relative perceived position in the market. A multi-attribute perceptual map can help retailers understand: the consumers perception of a mix of attributes within the market; how similar the competing brands are and which brands are most strongly associated with particular attributes.

As mentioned before, these type of maps are mostly measured through the consumers perception of that brand or retailer. As an example, I have compared two middle market retailers: Topshop and Next. I have focused on six varying attributes (fashionability, quality, retail environment, value, service and range width) and compared them on a scale of one to five.


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