Chapter 6 · Advanced Techniques of Market Analysis · Slide 249/274
Perceptual Positioning Maps
The longer the vector, the more strongly this attribute differentiates between the beers.
6.4 · Perceptual Positioning MapsLength = degree of differentiation
Perceptual Positioning Maps
The length of the attribute vector indicates its degree of differentiation
The longer the vector, the more strongly this attribute differentiates between the beers.
Good value for money
Popular among men
Consumers can "Popular among men" differentiate the brands better on the dimension "Good value for money".
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
QUESTIONSTAR · Dr. Paul Marx249 / 274