perceptual mapping

'perceptual mapping' can also refer to...


More Like This

Show all results sharing this subject:

  • Marketing


Show Summary Details

Quick Reference

The ‘mapping’ of a product or service based upon its main attributes as rendered on a matrix. For example, a perceptual map of a luxury item would include how it was perceived on a number of attributes such as price, quality, reputation, and customer service and prestige. Mapping has a variety of marketing purposes including market segmentation, identifying whether or not a product has any weaknesses as well as consumer preferences and perceptions. Perceptual mapping can also be used to determine how a company is perceived against variable perception attributed to its target audience. See also market research.

Subjects: Marketing.

Reference entries

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content. subscribe or login to access all content.