---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-242.html"
title: "Perceptual Positioning Maps"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 242
---

# Perceptual Positioning Maps

*Perceptual positioning maps depict the positions of competing products, brands or companies in a "virtual" attribute space — the way consumers perceive…*

![Perceptual map of beer brands with attribute vectors](/principles-of-survey-research/media/beer_map.png)

Budget

Premium

Strong

Light

Blue-collar

Full-bodied

Strong

Popular among men

For the special occasion

Dining out

Premium

Good value for money

Affordable

Pale

Light

Not filling

Popular among 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** .

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*Slide 242 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*