Chapter 6 · Advanced Techniques of Market Analysis · Slide 245/274
Perceptual Positioning Maps
Example: Beer Brands
6.4 · Perceptual Positioning MapsExample: Beer Brands
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
Source: Moore / Pessemier (1993), p. 145
QUESTIONSTAR · Dr. Paul Marx245 / 274