Perceptual Mapping

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  • Topic: Perception, Mind, Philosophy of perception
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  • Published : June 1, 2010
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A REPORT ON
PERCEPTUAL MAPPING OF PEOPLE ON MOVIES WATCHED

UNDER THE GUIDANCE OF:
Prof. Lekha Sishta
Director of DHRUVA COLLEGE OF MANAGEMENT

BY:B.BHAVANA 09M065

TABLE OF CONTENTS

1. Introduction………………………………………….. 2. Objectives……………………………………………. 3. Scope…………………………………………………. 4. Methodology………………………………………… 5. Analysis & Interpretation……………………………... 6. Recommendations………………………………… 7. Conclusion…………………………………………..

INTRODUCTION
I have been deputed by Dhruva College of Management Hyderabad.I have conducted a survey on perceptual mapping of people on movies watched. Perceptual mapping is a graphics technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.The results are employed in improving the product or in developing a new one.

OBJECTIVES:
The main purpose of the study is to understand what people like most in a movie by trying to understand their perception of the different elements that constitute a movie. This study helps the movie-makers to concentrate on those areas which are most preferred by people so that they can make successful movies.

SCOPE:
This study helps to understand the preferences of people while choosing a movie, how frequently they watch movies,who motivates them to watch a particular movie, which kind of promotion motivates them to go to watch a movie,whether the incongruence of the promotion with the actual experience of the movie has had an effect on their perception of the movie and whether the quality of the theatre had an effect on their perception of the movie watched.

METHODOLOGY
I have conducted survey through a questionnaire. I took a sample of 15 people from large population. My sampling is simple random sampling. In this questionnaire ,consumer's views about a movie are plotted (mapped) on a chart. Respondents are asked questions about their experience with movies in terms of story,comedy,action,music etc. Theses qualitative answers are transferred to a chart (called a perceptual map) using a suitable scale (a scale on 1-10) The questionnaire is as follows:

1. What kind of movies do you like?
a) Comedy
b) Action
c) Horror
This question helps to understand the preference of a person.It helps movie-makers to concentrate on those areas which are most preferred by people.

2. Name your top five favorite movies.
This question helps to know the movies which are on the top of their mind. 3. What qualities did you like in these five movies?
This question helps to know which attributes do people look for in a movie while selecting a movie.It helps the movie-makers to make movies according to the tastes and preferences of people.

4. How do you rate these movies on the basis of qualities you have mentioned on a scale of 1 – 10? This question is very important as it helps us to predict the accurate positioning of the movies in their minds. 5. What is your most favorite movie and why?

This question helps to know why the person likes a particular movie. 6. How frequently do you watch a movie?
a) Once in a week
b) Once...
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