A perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" and where it fits in relationship to competitors.The map is based on perceptions of:
A)intermediaries.
B)competitors.
C)consumers.
D)competitors, consumers, and the firm itself.

Question

Quizplus · Accepted Answer

A perceptual map is based on the perceptions of the consumers. The map shows how consumers perceive a firm's product in comparison to competitors in terms of key attributes. Intermediaries may also be involved in this process, but they are not the primary focus. The firm itself is likely to have its own perceptions of its products, but these are not necessarily relevant to the consumer's perception. Therefore, option C is the best choice.

A Perceptual Map Can Be Used to Identify a Firm's