Chapter 6 · Advanced Techniques of Market Analysis · Slide 248/274
Perceptual Positioning Maps
The smaller the angle between attribute vectors, the higher their pairwise correlation.
6.4 · Perceptual Positioning MapsRelationships between attributes
Perceptual Positioning Maps
Relationships between attributes
The smaller the angle between attribute vectors, the higher their pairwise correlation.
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
Equal popularity among men, strong difference among women
Equal popularity among women, difference among men
Brands popular among men tend to be strong
Right angle ⇒ popularity among men says nothing about popularity among women
QUESTIONSTAR · Dr. Paul Marx248 / 274