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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
Aqualine
Islands
Sunflare
2.15
2.27
3.83
2.4
2.77
3.57
3.48
2.98
2.31
2.2
2.48
3.65
3.68
3.2
2.29
3.81
3.15
2.57
2.29
2.29
3.51
3.57
3.09
2.21
2.52
2.72
3.67
2.51
2.72
3.57
3.47
3.09
2.32
2.6
2.33
3.8
1.97
2.39
3.68
2.28
2.25
3.65
3.77
3.04
2.4

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