Perceptual Maps

Introduction to Perceptual Maps

Perceptual maps are tools used by firms to help understand their image and positioning in the marketplace relative to competitors. A perceptual map 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.

What to review for a better understanding of perceptual maps?

 Create Your Own Perceptual Map

If you would like to download a free Excel spreadsheet that will enable you to quickly and easily create your own perceptual maps, then visit