JOURNAL
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Analytical Attribute Techniques
- Products are made of attributes — a future product change must involve one or more of these attributes.
- Three attributes:
- Features
- Functions
- Benefits
- Theoretically, features permit functions, which provides benefits.
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Gap Analysis
- Determinant gap map - produced from managerial input/judgment on products.
- AR perceptual gap map - based on attribute ratings by customers.
- OS perceptual map - based on overall similarities ratings by customers.
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Figure 6.2
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Rate each brand you are familiar with on each of the following: Disagree Agree
1. Attractive design 1…2…3…4…5
2. Stylish 1…2…3…4…5
3. Comfortable to wear 1…2…3…4…5
4. Fashionable 1…2…3…4…5
5. I feel good when I wear it 1…2…3…4…5
6. Is ideal for swimming 1…2…3…4…5
7. Looks like a designer label 1…2…3…4…5
8. Easy to swim in 1…2…3…4…5
9. In style 1…2…3…4…5
10. Great appearance 1…2…3…4…5
11. Comfortable to swim in 1…2…3…4…5
12. This is a desirable label 1…2…3…4…5
13. Gives me the look I like 1…2…3…4…5
14. I like the colors it comes in 1…2…3…4…5
15. Is functional for swimming 1…2…3…4…5
Obtaining Customer Perceptions
Figure 6.4
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Snake Plot of Perceptions
(Three Brands)
Aqualine
Islands
Sunflare
Attributes
Ratings
Figure 6.5
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Figure 6-5
Snake Plot of Brand Ratings
Chart1
| 1 | 1 | 1 |
| 2 | 2 | 2 |
| 3 | 3 | 3 |
| 4 | 4 | 4 |
| 5 | 5 | 5 |
| 6 | 6 | 6 |
| 7 | 7 | 7 |
| 8 | 8 | 8 |
| 9 | 9 | 9 |
| 10 | 10 | 10 |
| 11 | 11 | 11 |
| 12 | 12 | 12 |
| 13 | 13 | 13 |
| 14 | 14 | 14 |
| 15 | 15 | 15 |
Sheet1
| Aqualine | Islands | Sunflare | Molokai | Splash | |
| 1 | 2.15 | 2.27 | 3.83 | 3.12 | 2.44 |
| 2 | 2.4 | 2.77 | 3.57 | 3.01 | 2.41 |
| 3 | 3.48 | 2.98 | 2.31 | 3.2 | 2.19 |
| 4 | 2.2 | 2.48 | 3.65 | 3.21 | 2.36 |
| 5 | 3.68 | 3.2 | 2.29 | 2.69 | 2.4 |
| 6 | 3.81 | 3.15 | 2.57 | 3.24 | 2.36 |
| 7 | 2.29 | 2.29 | 3.51 | 2.81 | 2.4 |
| 8 | 3.57 | 3.09 | 2.21 | 3.19 | 2.2 |
| 9 | 2.52 | 2.72 | 3.67 | 2.95 | 2.36 |
| 10 | 2.51 | 2.72 | 3.57 | 3.08 | 2.4 |
| 11 | 3.47 | 3.09 | 2.32 | 2.93 | 2.35 |
| 12 | 2.6 | 2.33 | 3.8 | 3.04 | 2.24 |
| 13 | 1.97 | 2.39 | 3.68 | 3.15 | 2.28 |
| 14 | 2.28 | 2.25 | 3.65 | 2.73 | 2.2 |
| 15 | 3.77 | 3.04 | 2.4 | 2.85 | 2.29 |
Data Reduction Using Multivariate Analysis
- Factor Analysis
- Reduces number of attributes to a smaller number of factors, each containing a set of attributes that “hang together”
- Cluster Analysis
- Reduces the original number of respondents to a smaller number of clusters based on their benefits sought, as revealed by their “ideal brand”
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The AR Perceptual Map
Figure 6.9
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Aqualine
Islands
Splash
Molokai
Sunflare
Gap 1
Gap 2
Fashion
Comfort
Failures of Gap Analysis
- Input comes from questions on how brands differ (nuances ignored)
- Brands considered as sets of attributes; totalities, interrelationships overlooked; also creations requiring a conceptual leap
- Analysis and mapping may be history by the time data are gathered and analyzed
- Acceptance of findings by persons turned off by mathematical calculations?
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Dell AR Perceptual Map
0
3
2
1
1
-1
-2
-3
-1
-2
-3
1
2
3
Gap 3
HP
Compaq
Lenovo
DELL
Gap 1
Gap 2
Performance
Flexibility