Chapter 6 · Advanced Techniques of Market Analysis · Slide 242/274
Perceptual Positioning Maps
Perceptual positioning maps depict the positions of competing products, brands or companies in a "virtual" attribute space — the way consumers perceive…
6.4 · Perceptual Positioning MapsBasic concept
Perceptual Positioning Maps
Budget
Premium
Strong
Light
Blue-collar
Full-bodied
Strong
Popular among
men
men
For the
special
occasion
special
occasion
Dining out
Premium
Good value
for money
for money
Affordable
Pale
Light
Not
filling
filling
Popular among
women
women
Perceptual positioning maps depict the positions of competing products, brands or companies in a "virtual" attribute space — the way consumers perceive the entire product category.
Axes
The latent product attributes that differentiate best.
Vectors
Indicate the direction and strength of perceived product attributes.
Distances
Between two alternatives correspond to the degree of their perceived (dis)similarity.
QUESTIONSTAR · Dr. Paul Marx242 / 274