---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-247.html"
title: "Perceptual Positioning Maps"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 247
---

# 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.*

### 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.

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

![](/principles-of-survey-research/media/beer_anno2.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

The most popular beer among men

The least popular beer among men

Equal popularity among women, difference among men

*[Diagramm: Perceptual Positioning Maps]*

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*Slide 247 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*