Perceptual Mapping

Perceptual Mapping is a data analysis tool that is used to represent the varying relationships that exist between one or many marketplace competitors. The mapping attempts to measure the factors that consumers use in making their purchase decisions. Using a perceptual map has become a popular tool for data analysts to use when briefing upper management on complex issues because it can represent complex relationships graphically.

The map has the following characteristics:

1. Pair-wise distances between product alternatives directly indicate how close or far apart the  

    products are in the minds of customers

2. A vector on the map indicates both magnitude and direction in the Euclidean space. Vectors 

    are usually used to geometrically denote attributes of the perceptual maps

3. The axes of the map are a special set of vectors suggesting the underlying dimensions that 

     best characterize how customers differentiate between alternatives

Submitted By:

Vaibhav Khaparde

12054

Marketing