Perceptual Map Concept

The expression Perceptual Map designates a marketing technique imported from the psychology field and it assumes that the consumers build a product image based on its specific characteristics, its benefits or its price. This way, it’s possible to position the products on a map or graphic where two variables cross (for example, the consumers’ perception referent to the product’s price and quality). If the market studies can identify the characteristics of the ideal product for a certain market segment, the variances analysis between the current positioning and the ideal positioning (visible on the perceptual map) will form an essential auxiliary for the brands management and for the identification of new business opportunities.

 

 

Translated from Portuguese by Susana Saraiva, Portuguese-English and English-Portuguese translation specialist. Contact: spams@sapo.pt.