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A technique to chart the perceptions and preferences a consumer has regarding a product using a visual representation such as a map or graph.
This visual aid is utilised within market research for conveying consumer perceptions and prioritising of brands and the pre-conceived characteristics of a product or service.
See also:
Brand image
Market research
Niche marketing, Brand value, External analysis, Payment by results (PBR) , Portfolio, Greying, leisured, affluent, middle-aged (GLAM), Price taker, Research proposal, Convenience sampling, Product differentiation, Cost-minimisation analysis (CMA), Order bias, Big pharma, Free market economy, Affinity marketing,
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