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Analyzing Consumer Perceptions (Spanish version)

Reference: HBS-503S26
Year: 2004
Number of pages: 15
Geographic Setting: United States
Publication Date: Mar 16, 1999
Fecha de edición: Dec 12, 2001
Source: HBSP (USA)
Type of Document: Case
Industry Setting: Wired telecommunications carriers

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Description

Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.

Keywords

Consumer behavior Consumers Market positioning Market research Market structure