Typical to most mormons, I have a big family. So, I’m looking for cars for big families. Yup, we have 5 biological kids. Atypical, however, is that my wife is white, I’m Filipino, and we’ll be adopting 2 African American kids in the next little while. We’re excited and are learning a lot about adoption, raising transracial kids, and learning to do black hair. Anyway, more on that later.
Because my family is gigantic, we need to upgrade from our trusty little van to a heftier car. I’ve done my little research and have spoken to friends and strangers about big cars. I’ve narrowed my choices down to the GMC Yukon XL or the Chevrolet Suburban.
Based on specifications, they’re head-to-head. Based on price, there’s a difference. The Chevrolet Suburban is roughly ~$3,000 to ~$5,000 cheaper, depending on features. I’ve realized that I’m price sensitive when it comes to cars, especially when the Retail Price on these bad boys are around ~$37,000 to ~$51,000 for a brand new model. I think I’ll get a used model, with around 5,000 to 15,000 miles on it. That way, it will be cheaper, yet virtually brand new.
Perceptual Maps
Perceptual Maps is a simple, graphical technique used to render the perceptions of customers for certain products or services against several dimensional attributes. Often, a Perceptual Map is used to see how the customers or potential customers percieve a product, brand, product line, or service. Perceptual Maps are very common in Brand-Checkup studies and Product Evaluation studies.
Perceptual Maps can be created ad-hoc, without an statistical measuers, as I will do below. But, they are typically created using regression-driven techniques such as Multi-Dimensional Scaling, Factor Analysis, Discriminant Analysis, Cluster Analysis, and Logit Analysis.
I was once worked at a research firm as a researcher; on one study, I was an investigator that researched the brand perceptions of credit cards against 4 dimensions. The result of that study informed the credit card companies of the customer’s perceptions of their brand. Given this data, the credit card companies then created a strategy around the study in order to move the customer’s perceptions. For example, Discover Card was percieved as “Cheap and Inclusive”. This result informed Discover Card in such as way as to develop a new product that would hopefully be perceived as “Elegant and Exclusive” — that product would later be called their Platinum Card.
Perceptual Maps, Market Research, and the Automotive Industry
I created my own Perceptual Map for how I perceive the Chevrolet Suburban and the GMC Yukon XL:
In my view, the Suburban is more affordable and dependable than the GMC Yukon XL. The GMC Yukon XL, in my view, is more sporty and elegant — at least from what I’ve read and seen. Now, compare the two hefty cars against my 1993 Ford Station Wagon LX — I view that car as very dependable and affordable, since it falls on the bottom left of the matrix.
This is just my perception; and, perceptions change. Right now, I am price sensitive ($40K for a car is a lot for me) and I want a car that is reliable and dependable — nothing fancy: just a good, hefty, car that the whole family can fit in.
Related Posts:
Become a Lean Six Sigma professional today!
Start your learning journey with Lean Six Sigma White Belt at NO COST
scott says
chevy!
Dave says
Pete! I voted for the Suburban… It’s the classic. When I think Suburban, I think “Lock and load!” I think, “Sound off… Angie… Denae… etc.” I think of Christmas caroling. When I think of the Yukon, I think of my little cousin from Atherton on his 16th birthday…
The suburban is a family vehicle… the Yukon is for spoiled teenagers and yuppies…
So, I guess my perception map has Yukon in the upper right, Suburban right smack dab in the middle.
It will be cool to see what you guys end up with… and what happens to the old faithful ford station wagon!
Later!
james says
OK. Why did folks vote Chevy vs. GMC? They are the same company right??? It is really not a choice at all. I would imagine that they share a lot of components with each other.
My vote is to get a couple of pedi-cabs and let your kids pull you along! C’mon Peter, you work hard and provide a good life for your kids. It is time for them to give back to you guys! Hmmmmm…probably not an option.
I vote neither simply because I don’t trust General Motor’s products. I don’t trust Ford or Chrysler either though. What about Toyota? Think Sequoia or mini-van. Or, Missy suggests a schoolbus! Those are tres’ cool!
Good luck with your decision and let us know!
carlota abilla says
Pete,
I do not know anything about cars, but I voted based on your perceptual map. I hope you make the right decision. I know you prefer american cars. God luck!
mama
Chuck Bride says
This specific example just goes to show how far “perceptions” distort REALITY.
The REALITY is that the GMC YukonXL and the Chevrolet Suburban are built on the SAME assembly line, using the exact same parts.
The same engines, transmissions, brakes, axles, drivelines, chassis, body panels, wiring, steering, etc.
Every recall and TSB that General Motors issues for the Suburban, is likewise equally issued for the GMC YukonXL (and a host of other vehicles built on the same platform, like the Hummer H2, the Avalanche, the Escalade, etc).
As such, there can be no REAL difference in reliability between the two vehicles… only a “perceived” difference based on perceptions promogulated by the uninformed.
The only difference between the GMC YukonXL and the Chevrolet Suburban is in the form of decoration and trim… ie front grill, headlight design, badges, etc. These parts are inconsequential to reliability.
Good luck with your analysis, but it borders on mental paralysis.
psabilla says
Hey Chuck,
Thanks for stopping by and reading.
As the article states, there is a difference between fact and perceived fact. The map above is an attempt to show that worldview. We decided on a Suburban because we got a good deal on one from my buddy’s dad, Mark Graban and, it has 9 seat belts, which was a requirement.
While there is a difference between perception and fact, in most cases, we act on perceived fact: one cannot be truly objective, from my experience.
Thank you for your thoughts.
mike says
hey it dont really matter what u pick its up to u what u want i own a 92 yukon and its a grate truck rides grate. much power for towing and all that so the best of luck