---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-249.html"
title: "Perceptual Positioning Maps"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 249
---

# Perceptual Positioning Maps

*The longer the vector, the more strongly this attribute differentiates between the beers.*

### 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"** .

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

*[Diagramm: Perceptual Positioning Maps]*

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*Slide 249 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*