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Definition: Perceptual Mapping is a customer-based product marketing technique used to visually display the perceptions of customers or potential customers in perceptual map diagrams. The technique is frequently used to support product brand positioning.
Typically the position of a product (or product group, brand, or entire company) is displayed relative to its competition.
A Perceptual Map shows how consumers perceive the good compared to other products in terms of for example properties and preferences.
Perceptual maps normally have 2 dimensions but can have more.