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.
It
is of the visual technique designed to show how the average target market
consumer understands the positioning of the competing products in the
marketplace. In other words, it is a tool that attempts to map the consumer’s
perceptions and understandings in a diagram.
The
word ‘perceptual’ comes from the word ‘perception’, which basically refers to
the consumers’ understanding of the competing products and their associated
attributes. (Note: In some textbooks, perceptual maps are referred to as
positioning maps, but for our purposes they essentially have the same meaning.)
The
most common presentation format for a perceptual map is to use two determinant
attributes as the X and Y axes of a graph, however there are also other formats
that are sometimes used.
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