Perceptual Mapping Of Grocery Store Chains

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Perceptual MappingOf Grocery Store Chains

• MKT 346
• For Dr. H. Bruce Lammers
• Project 2
• By Clare Mont
• ID 000000000

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Input Matrix

• The stress value is .0021.

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Perceptual Map of Grocery Stores (1)
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Perceptual Map of Grocery Stores (2)
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The Results

• According to the map, Vons and Ralphs fall in the
  same quadrant (Vons has somewhat higher prices
  but sells similar foods as Ralphs).
• Albertsons is perceived as different from all
  other chains in prices charged but similar to
  Vons and Ralphs in foods sold.
• Trader Joes and Whole Foods occupy the same spot
  on the map (they sell organic foods and charge
  similar prices).