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A perceptual map is a picture of the consumer's mind.
It depicts how the consumer thinks about competing brands in a category.
Brands that are perceived as being similar are located close together on the map.
While brands that are perceived as dissimilar by
the consumer are located farther apart on the map.
The axis of this map are dimensions that are important to the consumer.
So these are often
attributes of the product in the category.
For instance, if you think about the automobile
category, two dimensions that consumers care about may be
premiumness of the brand of car as one
axis and sportiness of the vehicle as another axis.
By knowing how the consumer perceives competing brands
in the market, marketers can then identify opportunities.
For instance,
if you find in a perceptual map that there
are open spaces, so there aren't products in a particular
part of the map, this may indicate possible positions for
new branch to be developed and introduced into this market.
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