Perceptual Mapping Beer

Many things can be put onto a perceptual map if they are trying to evaluate a certain area of or type of things. This will show whether the object is closely related to others and or what would be a good substitute for it if needed. If Bud Light and Budweiser were plotted on perceptual map, it would be a somewhat simple number line starting at one and going to ten. Bud Light and Budweiser would then be plotted on by which number they are regarding their sweetness or bitter taste.

As shown in the perceptual map above, if you were trying to find a brand that was similar to Budweiser, you can clearly see that Miller and Coors are the closer brands. This allows the marketers to see who they are really competing with. It also shows the consumers that if they want a beer that is similar, they can choose one that is in close proximity to Budweiser such as Miller or Coors. Due to this map the consumer is also able to see that if they usually drink Beck's, that they can also choose Heineken since it is a similar beer. The axis also shows a lot about the spectrum that the consumer is looking for. On the horizontal axis, it is clear to see that it is mainly based off of price. The price variation shows the beer that is cheaper and the beer that is more expensive. The graph also shows that the x axis puts more variation between the brands due to the facts that there are more characteristics that go along with the x axis such as good value and blue collar. For example, Stroh's has a better value the Old Milwaukee but, Old Milwaukee is more full bodied that Stroh's.
After looking and evaluating this map, I believe that the pairwise evaluation is very effective because it allows the viewer to look at all of the different options and variations all at once.
 The authors produced their more reliable unbiased perceptions of customer reviews by going to five different sites so that they could get a wide range view of everyone's opinion. By doing this, the authors were able to take out the opinions of the people who were  trying to "get revenge" from their one visit and so on. The way that the authors made the map useful way by having very descriptive words allowing the viewer to completely understand what they were trying to get at and fully understand what was trying to be said.