Description: A perceptual map is a visual representation that illustrates how consumers perceive different brands or products in relation to specific attributes. This type of graphical tool allows companies and analysts to visualize the position of their products in the market, facilitating the identification of opportunities and threats. Perceptual maps are constructed from data collected through surveys, interviews, or market analysis, where characteristics such as quality, price, design, and other relevant factors are evaluated. The axes of the map represent different attributes, and each brand or product is placed based on how it is perceived by consumers. This representation not only helps to understand the competition but also allows companies to adjust their marketing and product development strategies to improve their positioning. In an increasingly competitive business environment, perceptual maps have become an essential tool for informed decision-making, as they provide a clear view of consumer perception and market dynamics.
