Analyzing Consumer Perceptions

4844 Words Sep 2nd, 2013 20 Pages
9-599-110
REV: DECEMBER 12, 2001

ROBERT J. DOLAN

Analyzing Consumer Perceptions
Introduction
An important input to marketing decision making is often an understanding of how consumers “see” the firm, brand, or product relative to competitors. In setting an objective of a particular “product positioning” in the mind of the consumer, we want to check whether or not the desired positioning has in fact been achieved. This helps us assess whether the current strategy is on target, or if some “repositioning” is necessary. For example, in “Black and Decker: Power Tools” case,1 management commissioned surveys to • • Obtain tradesmen perceptions of the “overall quality” of 11 brands of tools Compare perceptions of the Black and Decker
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For example, you and I are both likely to perceive Volvo as a “safe” car. But, it is dangerous to assume that you and I are similar in our desire for a safe car.

3 “Henkel Group: Umbrella Branding and Globalization Decisions,” HBS No. 585-185.

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Analyzing Consumer Perceptions

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We can check on how similar are perceptions across respondents (e.g., just compute the variance of the ratings on an attribute across consumers). If one suspects that perceptions vary across groups (e.g., West Coast vs. East Coast, Inexperienced Users vs. Experienced Users, Young vs. Old), you can break out the data and look at specific groups. If we are willing to assume perceptions are pretty much the same across respondents, we can then easily summarize the data by averaging it across all survey respondents. Henkel in analyzing its Pritt adhesive brand had 100 respondents and found an average rating of 6.8 (on the 1-10 “strongly disagree” to “strongly agree” scale) for the statement “Pritt Conveys Confidence.” After averaging across respondents, a useful visual representation is Profile Analysis, known
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