Perceptor: A Model for Product Positioning

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Abstract
A model and measurement methodology is proposed to aid managers in designing new frequently purchased consumer products. The model is structured as a trial and repeat process that produces an estimate of long-run share for a new brand. Physical and psychological product attributes are linked to the trial and repeat probabilities through multidimensional scaling procedures. Perceptual maps of existing brands with ideal brand positionings are derived. The product design determines the new brand's position in the perceptual space, and the distance from the new brand to the ideal brand specifies its probability of purchase. Measurement and estimation procedures are discussed. Predictive and structural tests of the model are reported, and a process for managerial implementation is presented. The outputs of the model are an understanding of the perception, preference, and purchase process, a framework and procedure for measurement, a structure to use in interpreting experimental results, and a tool for estimating the marketing share for alternate new brand designs.

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