Perceptual maps help marketers understand where the consumer ranks their

company in terms of characteristics and in comparison to competing companies.

Perceptual maps can display consumers' ideal points that reflect their ideal
combinations of product characteristics.

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1. Step 1 – Prepare your data. ...
2. Step 2 – Insert a Bubble Chart (Best chart style for a perceptual map) ...
3. Step 3 – Bring up the EDIT SERIES window. ...
4. Step 4 – Select the data for Excel to use in making the perceptual map.

Perceptual brand mapping is the visual plotting of specific brands against axes,

where each axis represents an attribute that is known to drive brand selection.
Because brand mapping creates such a concise summary of significant amounts of
information, it has three key benefits for marketers

As the maps are based on the perception of the buyer they are sometimes

called perceptual maps. Positioning maps show where existing products and
services are positioned in the market so that the firm can decide where they would
like to place (position) their product.
Quality---Price-----Presentation------Quantity-------Availability