Perceptual maps

Perceptual maps these represent a geometric comparison of how competing products are perceived. Using the key dimensions used by consumers when purchasing, each product is positioned on the map according to the perception that buyers have of the strength of each attribute, of each product.

Definitions

According to the Marketing Communications by Fill (5th edition),

Perceptual maps. These represent a geometric comparison of how competing products are perceived. Using the key dimensions used by consumers when purchasing, each product is positioned on the map according to the perception that buyers have of the strength of each attribute, of each product.