What are determinant attributes?

The first perceptual map format (which is the most common format presented in introductory marketing textbooks) relies on two determinant attributes. As we know, an attribute is any feature, function, or benefit of a product (making products simply the sum of their multiple attributes).

But what is meant by a ‘determinant’ attribute? A simple way to think about determinant attributes is to consider the particular attributes a consumer uses when they are determining their choice between competitive offerings. In other words, determinant attributes are the most important for them and are used to differentiate key offerings. These attributes often form the basis of how consumers evaluate products and brands in their decision-making processes.

Understanding Determinant Attributes

Determinant attributes are pivotal in defining competitive advantages because they reflect what consumers prioritize the most. These attributes may vary across industries, products, and consumer demographics but share a common trait: their ability to influence decisions.

For example, in the automotive market, determinant attributes might include:

Fuel efficiency (important for budget-conscious consumers or those focused on environmental impact).
Safety ratings (critical for families or safety-conscious buyers).
Brand reputation (appealing to consumers valuing status or reliability).

In contrast, in the smartphone market, determinant attributes might include:

Camera quality (important for photography enthusiasts).
Battery life (critical for heavy users or professionals).
Operating system (influencing loyalty to Android or iOS ecosystems).

Key Definitions of Determinant Attributes

The importance of determinant attributes is captured in the following definitions:

“[A determinant attribute…] is both important and differentiating […] A determinant attribute is one on which customers will make choices about which products or services to purchase.” (Blythe & Zimmerman, 2005).
“Determinant attributes are those attributes that actually determine the buyer’s final choice of service. A determinant attribute does not have to be the most important attribute but it is the attribute that the consumer uses to ultimately distinguish one service offering from another.” (Botha, Bothma, & Brink, 2004).

Both definitions emphasize that determinant attributes are not necessarily the most important attributes overall but are the ones consumers actively use to make their decisions. For instance, two cars may both have advanced safety features, but if one excels in fuel efficiency while the other doesn’t, fuel efficiency becomes a key determinant attribute for buyers focused on cost savings.

Examples of Determinant Attributes in Action

To better understand determinant attributes, consider these real-world examples:

Example 1: Soft Drinks

In the soft drink market, determinant attributes might include:

Sugar content: Products are often perceived along a spectrum of high to low sugar. For instance, Coca-Cola and Pepsi appeal to consumers looking for traditional sugary options, whereas Diet Coke and Pepsi Max cater to those seeking low-sugar alternatives.
Flavor variety: A brand like Fanta differentiates itself with unique, fruit-based flavors, appealing to a segment that prioritizes taste over brand loyalty.

In this example, sugar content and flavor variety are determinant attributes that influence consumer preferences, as seen in perceptual maps plotting these attributes.

Example 2: Hotels

In the hospitality industry, determinant attributes often include:

Location: Proximity to city centers or tourist attractions can be a critical factor for travelers.
Amenities: Features such as free Wi-Fi, breakfast, or a pool might distinguish one hotel from another in the same price range.

For example, a business traveler may prioritize free Wi-Fi and a central location, making these the determinant attributes that lead them to choose one hotel over another.

Example 3: Sports Shoes

Determinant attributes in the sports shoe market could include:

Comfort and support: Highly valued by runners and athletes.
Design and style: Often critical for casual wearers or those buying for fashion purposes.

Nike might highlight technological innovations for performance-focused consumers, while Adidas might emphasize unique designs and collaborations for style-conscious buyers.

Using Determinant Attributes in Marketing

Understanding determinant attributes is crucial for developing effective marketing strategies. By identifying the attributes that matter most to their target market, businesses can:

Position their products effectively in the marketplace.
Develop messaging that emphasizes key differentiators.
Create perceptual maps to visualize their competitive positioning.

For example, a company entering the smartphone market might emphasize an industry-leading camera or superior battery life if these are the attributes most valued by their target customers.

Because of their importance in driving consumer choices, determinant attributes often serve as the foundation to purchase decisions.

How Determinant Attributes Drive Insights from Perceptual Maps

Highlighting Competitive Positioning: Perceptual maps help marketers understand the competitive landscape by showing where their brand stands compared to competitors. For example, in the sports shoe market, a map might use “comfort” and “design” as determinant attributes. Nike could be positioned high on both attributes, indicating it excels in performance and style, while budget brands might be clustered near “low design, low comfort.” This visualization helps businesses identify competitors targeting similar consumer needs.
Identifying Market Gaps: A perceptual map constructed using determinant attributes can reveal areas of unmet consumer needs. For instance, if no product occupies the “high comfort, low price” segment in the sports shoe market, this could indicate an opportunity for a brand to introduce a new product. By focusing on attributes that consumers prioritize, such as comfort and affordability, marketers can develop offerings that appeal to untapped market segments.
Guiding Product Development: Determinant attributes provide actionable insights for improving products. Consider the smartphone market, where attributes like “camera quality” and “battery life” might define the axes of a perceptual map. If a competitor is dominating the “high camera quality, long battery life” quadrant, a company could enhance these features in their product to compete more effectively.
Tracking Brand Perceptions: By regularly updating perceptual maps, businesses can track changes in how consumers perceive their brand. For example, if a hotel initially positioned itself as “high luxury, central location,” but consumer perceptions shift toward “low luxury,” this signals a need for strategic changes in service quality or marketing communication.

Real-World Examples of Perceptual Maps Using Determinant Attributes

Fast Food Industry: In this industry, determinant attributes might include “speed of service” and “healthiness of food.” A perceptual map could show McDonald’s and Burger King in the “fast, low healthiness” quadrant, while Subway might occupy “moderate speed, high healthiness.” This helps Subway emphasize its healthier menu options in marketing campaigns.
Automotive Market: Attributes such as “fuel efficiency” and “safety” often determine consumer choices. A perceptual map could reveal that Toyota occupies the “high fuel efficiency, high safety” quadrant, while luxury brands like BMW cluster around “low fuel efficiency, high safety.” This can guide Toyota to reinforce its value-driven messaging.

Connecting Determinant Attributes to Strategic Marketing

The connection between determinant attributes and perceptual maps extends beyond visualization. These attributes drive strategic decisions by clarifying what consumers value most when differentiating between products. Whether launching a new product, repositioning an existing one, or crafting targeted campaigns, focusing on determinant attributes ensures that businesses align their offerings with consumer priorities.

For instance, in a competitive market like smartphones, a company like Samsung might identify that “screen size” and “camera innovation” are determinant attributes. By positioning their product as superior in these areas through a perceptual map, they can attract a target audience that prioritizes large, high-quality displays and advanced camera technology.

In summary, determinant attributes are fundamental to perceptual maps because they define the dimensions upon which consumer perceptions are visualized. These maps provide valuable insights into competitive positioning, market gaps, and consumer preferences, enabling marketers to make informed decisions that enhance brand appeal and market share.

For further information, some examples of determinant attributes for different product categories are provided in the How to construct a perceptual map section.