Perceptual mapping takes consumers' perceptions of how similar brands or products are to each other and relates those perceptions to product attributes. This is done in order to visually represent how different brands or products are perceived in the market and to identify potential gaps or opportunities for new products or marketing strategies.

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Perceptual Mapping

Question 31

Multiple Choice

Perceptual mapping:

A) takes consumers' perceptions of how similar brands or products are to each other.
B) alters consumers' perceptions to fit the marketing strategy.
C) relates consumers' perceptions to product attributes.
D) takes consumers' perceptions of how similar brands or products are to each other and relates consumers' perceptions to product attributes.

Correct Answer: