Chapter 6 · Advanced Techniques of Market Analysis · Slide 247/274
Perceptual Positioning Maps
Consumers' perception of brands: The farther a brand is from the origin along an attribute vector, the more strongly this attribute is expressed in it.
6.4 · Perceptual Positioning MapsAttribute vectors
Perceptual Positioning Maps
Attribute vectors
Consumers' perception of brands: The farther a brand is from the origin along an attribute vector, the more strongly this attribute is expressed in it.
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
The most popular beer among men
The least popular beer among men
Equal popularity among women, difference among men
QUESTIONSTAR · Dr. Paul Marx247 / 274