Perceptual Map Analysis Paper

The fast food industry has changed substantially in the last few decades. The perceptual map above reflects how I position ten fast food restaurants. In other words, this map displays my understanding of these restaurants based on the attributes that affect my purchasing decision. As a consumer, the key characteristics or attribute that I look for in evaluating fast food restaurants are prices and menu variety. The reason why I selected price as one of my axes is because I personally value price when deciding fast food restaurants. As a consumer I always want the best quality for the best price; however, in the case of fast food, I would prefer an extensive menu rather than limitations. The restaurants I have chosen ranges in specialties like burgers, fries, chicken, sandwiches and more. For my perceptual map, I selected: McDonald's, Wendy's, Chipotle Mexican Grill, Popeye’s, In & Out, Shake Shack, Cinnabon, Panera Bread, Five Guys Burgers and Fries, and Dairy Queen. Many consumers, including myself, who like to change their orders and try something different. This is why menu variety is an important attribute in considering fast food restaurants. The locations of the restaurants on the map demonstrate on how I perceive their prices relative to their menu variety. Panera Bread is the only fast food restaurant located in quadrant I because its menu varies in soups, salads, sandwiches, bakery goods, and pastas. Panera bread is closer to high price because its prices range from $4-15 …show more content…
The x-axis reflects price from low price to high price (Left to Right) and the y-axis reflects menu variety from wide to limited (top to bottom). When deciding between fast-food restaurants, I decide between cheap and various options or high priced and limited options. The position of each restaurant indicates their position in my mind as the