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Perceptual Mapping

Understanding how customers think about different brands in a given market is essential to successful marketing. To do this, managers communicate with customers about their perceptions of various brands. Managers can then plot these customer perceptions on the perceptual map graphs to see the difference between the brands in terms of customer perception.

The goal of this activity is to use your ability to distinguish between brands in a particular market. In this exercise, we will focus on retail stores, and you will place the names of certain stores on a graph based on your perception of them.

Identify each retail store name to its best position on the perceptual map. Move each label to the correct drop zone box. The notes button next to a label provides more information.