is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands relative to its own and then take marketing action.

Perceptual Map

Explanation:

Perceptual map is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands relative to its own and then take marketing action. Perceptual mapping is a mechanism and technique which is being used by the marketers where they visually manifests the perceptions of consumers. Position of product, brand or organization is showed in relation to their competition. Markers try to evaluate how customers see their brands as compared to the competitor's brands.