Perceptual mapping

1. Perceptual mapping
Ajilal

2. Perceptual mapping
Perceptual mapping is a diagrammatic
technique used by asset marketers that attempts
to visually display the perceptions of customers
or potential customers. Typically the position of a
product, product line, brand, or company is
displayed relative to their competition.

4. Perceptual maps can have any number of
dimensions but the most common is two
dimensions. The first perceptual map below
shows consumer perceptions of various
automobiles on the two dimensions of
sportiness/conservative and classy/affordable.

5. This sample of consumers felt
Porsche was the sportiest and classiest
of the cars in the study (top right corner).
They felt Plymouth was most practical
and conservative (bottom left corner).

6. THANK YOU