This study also describes how consumers perceive the marketed brands. Its content is presented in detail in section IV.3.F. It shows a three-dimensional map exposing the similarities and differences between marketed brands. This map is a graphical representation of the respondents’ ratings, i.e. the distance between two brands is small for similar brands and large for dissimilar brands. A sample perceptual map is depicted in Figure 28.
The three dimensions Economy, Performance and convenience can be related to the actual physical characteristics as shown in Figure 29. Finally, respondents are asked to indicate their ideal position on the map.