A. Perceptual Maps Perceptual maps are used to depict the positioning of competing products graphically. Marketing research. MCAT Psych and Soc Learn with flashcards, games, and more — for free. 60) A perceptual map is used to _____. Firms use perceptual or positioning maps to help them develop a market positioning strategy for their product or service. D. firm segment and closest competitor's segment. A perceptual map, also called as a positioning map, is a visual representation of how consumers perceive your brand, which is in the form of a graph. 199. This graph is designed in such a manner, that marketers understand the average responses of the target market about their own brand, along with all the competitors. Any criteria can be used for the map for example price, quality, status, features, safety, and reliability. A perceptual map is a visual technique used by marketers to help understand how consumers perceive competing brands within a marketplace. The axes on a perceptual map are A. two product attributes each listed in terms of their opposites. As the maps are based on the perception of the buyer they are sometimes called perceptual maps. When marketing analysts examine perceptual maps, they can identify competitors, identify opportunities for doing more business, and diagnose potential problems in the marketing mix. It is called a perceptual map because it maps the “perception” of consumers and how they understand the positioning of competing brands. In some sources, perceptual maps are called positioning maps. C. quality and product costs. Vanlaar et al. B. market share and actual revenues. These are by using a suitable market research study or by relying upon management’s experience. Typically, a perceptual map has 2 lines: the x and y-axis. There are two main options for the base information used to construct a perceptual map. The positioning of a brand is influenced by customer perceptions rather than by those of businesses. The word perceptual comes from the word perception, which refers to the consumer's knowledge of the competitive products on the market with the accompanying attributes. As you can imagine, perceptual maps rely upon significant data for their construction. Firms use perceptual maps to help them develop a market positioning strategy for their product or service. The second approach to perceptual mapping used to use a statistical technique called correspondence analysis. E. customer perceptions and company product positioning. Perceptual mapping / Market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Using a computer, a statistical program (such as SPSS) has the capacity to map multiple product attributes at the same time. 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