A Tale of Three Cities : Perceptual Charting for
نویسندگان
چکیده
Heterogeneity of perceptions is a neglected issue in market segmen-tation studies. Only recently parametric approaches toward modeling segmented perception-preference structures such as combined MDS and Latent Class procedures have been introduced. A completely diierent nonparametric method is based on topology-sensitive vector quantization (VQ) for consumers-by-brands-by-attributes data. It maps the segment-speciic perceptual structures into bar charts with multiple brand positions exhibiting perceptual distinctiveness or similarity. An extensive literature review is followed by an introduction into the VQ methodology and a sample study on three urban destinations competing on the world travel markets. City images serve as the underlying behavioral constructs. Preferential data are based on respondents' comes-closest-to-ideal-city judgments and incorporated into the perceptual positions of city prooles. Perceptual charting works on two levels of aggregation named prototypes and perceptual sub-structures. The results demonstrate how this method prevents the analyst from drawing erroneous conclusions due to uncontrolled aggregation. 1 Visualizing market structure and detecting perceptual positions Market structuring and positioning analysis are routine marketing research exercises. Though they use very similar methodology authors tend to keep them separate. Market structure analysis (as introduced by Myers and Tauber, 1977) aims at uncovering the competitive relationships between the brands in a product class. Positioning analysis aims at detecting the perceptual diierences between the brands of a product class and the way they are linked to consumer preferences. These results assist in clarifying the competitive strengths and weaknesses of the individual product brands as seen by the buyers (Urban and Hauser, 1993).
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