I made up a questionnaire in order to then determine these points and preferences with the help of a perceptual map.
1. What is your
age? ________________
2.
Rate the following attributes (1 to 5) based on their importance
when purchasing a chocolate for your child. (5 being most important and 1 being
least important).
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5(most important)
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4(important)
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3(neutral)
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2(not that
important)
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1(unimportant)
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Flavour
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Colour
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Price
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Brand name
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Sales and
package deals
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Quality
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3.
Rate the following brands (1 to 5) according to your preference. (5
being very favourable, 1 being unfavourable).
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5(highly
favourable)
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4(favourable)
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3(not of
strong preference to a product)
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2(unvafourable)
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1(highly
unfavourable)
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Kinder
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Mars
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Snikers
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Milka
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Bounty
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M&M’s
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Kit-Kat
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Nuts
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MilkyWay
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4.
Rate the following brands (1 to 3) according to its affordability.
(3 being affordable, 1 being unaffordable).
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3(affordable)
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2(neutral)
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1(unaffordable)
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Kinder
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Mars
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Snikers
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Milka
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Bounty
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M&M’s
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Kit-Kat
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Nuts
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MilkyWay
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5.
Rate the following brands according to the frequency of
purchasing.
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1(once a
week)
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2(twice a
week)
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Kinder
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Mars
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Snikers
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Milka
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Bounty
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M&M’s
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Kit-Kat
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Nuts
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MilkyWay
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6.
Select a number of brands you would rather choose for a child.
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Kinder
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Mars
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Snikers
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Milka
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Bounty
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M&M’s
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Kit-Kat
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Nuts
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MilkyWay
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This questionnaire was filled in by 3 of my classmates. I won't publish their results in here to not take a lot of space, but they will be taken into account in order to make the perceptual map. Perceptual map can determine the position of a company's product in relation to those of the competitors.
It means that Milka has the highest preference between the chocolate consumers. The second most preferable brand is Kinder. Brands going to the left have less preference among consumers. M&M's is the most expensive chocolate brand comparing to the other eight. All those brands above the line are relatively on the same price level with minor fluctuations.
