Perceptual mapping
Perceptual Mapping of Beverages - Coffee and Tea
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To survive the onslaught of cut throat competition of the market it has become imperative for the organizations to understand and acknowledge the preferences and perceptions of the consumer and adapt accordingly. Hot beverages form an integral part in daily consumption of Indian consumers which has been a critical element in the flourishing tea and coffee industry. This paper attempts to comprehend the consumption pattern as well as how certain varieties of tea and coffee are perceived by the consumers. The premise for the research was to reveal the difference in perceptions regarding specific varieties of tea and coffee as perceived by the consumers vis-a-vis as projected by the marketers. Basic statistical tools were used to derive the result for the empirical study and results were formulated based on that.
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Keywords: Multidimensional Scaling, Perceptual Mapping, Tea and Coffee Perceptual Mapping
INTRODUCTION
Perceptual mapping has been used extensively in marketing. This powerful technique is used in new product design, advertising, retail location, and many other marketing applications where the manager wants to know the basic cognitive dimensions of the product being evaluated and more importantly the relative positioning of the product relative to the ones present in the market. The empirical study attempts to provide an insight on the consumer perception regarding selective varieties of tea and coffee. The study aims to quantify the sensory perceptions of the consumers by virtue of the survey conducted for the specific purpose and then provide conclusions and inferences basis the same.
India has a huge tea and coffee consumption which provides ample opportunity for the marketers to encash on the opportunity but the core issue
____________________________________________________________________________________
To survive the onslaught of cut throat competition of the market it has become imperative for the organizations to understand and acknowledge the preferences and perceptions of the consumer and adapt accordingly. Hot beverages form an integral part in daily consumption of Indian consumers which has been a critical element in the flourishing tea and coffee industry. This paper attempts to comprehend the consumption pattern as well as how certain varieties of tea and coffee are perceived by the consumers. The premise for the research was to reveal the difference in perceptions regarding specific varieties of tea and coffee as perceived by the consumers vis-a-vis as projected by the marketers. Basic statistical tools were used to derive the result for the empirical study and results were formulated based on that.
____________________________________________________________________________________
Keywords: Multidimensional Scaling, Perceptual Mapping, Tea and Coffee Perceptual Mapping
INTRODUCTION
Perceptual mapping has been used extensively in marketing. This powerful technique is used in new product design, advertising, retail location, and many other marketing applications where the manager wants to know the basic cognitive dimensions of the product being evaluated and more importantly the relative positioning of the product relative to the ones present in the market. The empirical study attempts to provide an insight on the consumer perception regarding selective varieties of tea and coffee. The study aims to quantify the sensory perceptions of the consumers by virtue of the survey conducted for the specific purpose and then provide conclusions and inferences basis the same.
India has a huge tea and coffee consumption which provides ample opportunity for the marketers to encash on the opportunity but the core issue