How consumer positions barista

1. PERCEPTUAL
MAPPING
Bikramjit Dey & Arjama Mukherjee

2. WHAT IS PERCEPTUAL MAPPING?
Perceptual mapping is a diagrammatic technique used by asset
marketers that attempts to visually display the perceptions of
customers or potential customers. Typically the position of a product,
product line, brand, or company is displayed relative to their
competition.

3. Sector Company Product Service Place
Espresso
coffee
chain
Barista Coffee Coffee
experience
Deccan
SCPSP

4. PERCEPTUAL MAPING FOR

5. To derive
For positioning target customer
• Price sensitive
• Service demanding
• Quality
• Business
• Cost

6. Data
Personal Business Quality Price Experience Cost
6 6 6 5 6 5
6.5 5 7 7 7 7
6 4 4 5 3 6.5

7. PERCEPTUAL MAPPING 1

8. ANALYSIS FOR PERSONAL V/S BUSINESS
PURPOSE
• Starbucks is more preferred for personal purpose than business
purpose
• Starbucks is considered as third place to hangout with friends after
home and office.
• CCD is mostly preferred for both personal and business purpose as
it tag line indicates a lot can happen over coffee
• Also it has lounges and squares for business purpose and personal.
• Barista is mostly preferred for personal use.

9. PERCEPTUAL MAPPING 2

10. ANALYSIS FOR PRICE V/S QUALITY
• Starbucks beverages are high priced and have high quality
• They are valued for price.
• CCD beverages have moderate price and are of high quality
• CCD uses high quality beans for coffee
• Barista beverages are perceived as high priced by customers.

11. PERCEPTUAL MAPPING 3

12. ANALYSIS FOR EXPERIENCE V/S COST
• Consumers are highly satisfied with the Starbucks services
• They derive the satisfied experience for what they paid
• Consumers derive more benefits than what they paid at CCD
• Consumers perceive that cost is more than the benefits received from
Barista beverages

13. CONCLUSION
• Consumers are satisfied with Starbucks services but prices are bit high
• Consumers are delighted with CCD services but has to work on its
human resource
• Barista has to improve in its quality and make sure that its prices are
not high