---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-246.html"
title: "Perceptual Positioning Maps"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 246
---

# Perceptual Positioning Maps

*The closer the brands are, the more similar they are in consumers' perception — the stronger ("more direct") the competition.*

### Competitive intensity

The closer the brands are, the more similar they are in consumers' perception — the stronger ("more direct") the competition.

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

![](/principles-of-survey-research/media/beer_anno.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

Relatively strong competition

Equal distance = similar competitive intensity

Relatively weak competition

*[Diagramm: Perceptual Positioning Maps]*

---

*Slide 246 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*