Week 2.3 Targeting and positioning

Marketing Environment

Simon Isrif, 438344, DIM1VC

30-11-2016

Week 2.3      Targeting and positioning

Create a short questionnaire with which you can measure the consumer perceptions of your product:

Consumer Perception Questionnaire

 

Answers to Questions 1-5:

 (SurveyMonkey, 2016)

Execute three face to face interviews with your friends and/or members of your family, based on the questionnaire you created. Create a positioning map for your product, based on these interviews.

Based on five interviews, given through the made survey, can be concluded that Sennheiser Headphones are perceived as primarily technological advanced and high performance (price worthy) related products. Multiple ‘excellent’ scores were given by the interviewed persons in these two sectors. 100 per cent of the people interviewed were familiar with the Sennheiser brand and 80 per cent owns, or has owned, one or more Sennheiser headphones. Sennheiser also has the competitive edge, according to the survey, with 100 per cent of the participants finding Sennheiser Headphones somewhat or slightly more effective, in relation to question 2-4, than similar products offered by Sennheiser’s main competitors (Apple, Shure, Beats) (SurveyMonkey, 2016).

References

SurveyMonkey. (2016). Sennheiser Perception Questionnaire. Retrieved from https://www.surveymonkey.com/analyze/z68u5JtofGpPI7n_2BSzz_2FBO_2FFKqsHztJUAaFEpysKXVA_3D