Perception Map Analysis for Car Industry

MKT378 / Assignment2: Perceptual Maps

1. I think filling in the grid is much easier because comparing two brands repeatedly is challenging and rating consistently is hard especially when there is brand which is not familiar with me. That is what I felt filling bubbles in car survey. But when in the grid, I started to fill out row by row, by setting first brand as a standard. For example, I consistently compare Hyatt Regency with other brands. It’s relatively easy for me by thinking the distance of dissimilarity from one specific brand instead of comparing each different brand’s dissimilarity every time
2. Vertical axes: Accessibility means convenience of hotel location. All business hotels such as Ritz-Carlton, Westin, Hyatt Regency, Hilton, Marriott are usually located inside the city. Most of them have easy access to city center or public offices. Moreover they offers airport shuttle to their customers. Whereas since Outrigger and Club Med are a sort of leisure resort rather than hotel, both are located outside of the city. Even though accessibility to the hotels is not good, most customers have different goals to go there compared to people who go to the business hotel. For relaxation. Instead, leisure hotels have easy accessibility of the beach or particular view. It’s hard to say for sure for W and Fairmont hotel in terms of accessibility.    

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Horizontal axes: Aim to stay at hotel 

People who want to take a good rest surrounded by trees especially during the summer time might not choose business hotels like Ritz-Carlton, Westin, Hyatt Regency, Hilton, Marriott whose lobbies are crowded of businessmen. Only people who want to stay short period for business trip, meet someone in the lobby, participate for event or go to restaurant do visit business hotels. Families and couples who want to enjoy their vacation would choose leisure hotels such as Club med and Outrigger, not business hotel.

1. Horizontal: Aim of stay (Preferred by Leisure and Business hotel guests) 

 As I stated above, hotels usually can be divided into two groups: business and leisure hotels. When considering hotel location, Ritz-Carlton, Fairmont, Westin, Hyatt regency, Hilton and Marriott can be said business hotels. However nobody can go to Outrigger, Club med to do business.

Vertical: Price  

   Since most of leisure hotels offers guests facilities like outdoor swimming-pool, various activities for families for free, the prices tend to be higher compared to business hotels. Among business hotels, there are also different pricing strategy which make the hotel price diverse. For example, Ritz-Carlton and Fairmont are luxury hotel with historic 5 stars. They are famous for professional staff and personalized services. Especially, Ritz-Carlton are well-known for offering customized pillow to the guests who have asked for specific height of pillow before. W hotel is also one of the luxury hotels, focusing young people. W is famous for red W sculpture in front of hotel. The high price of W arose from such a unique feature.