axes on a perceptual map are
A) two product attributes, each listed in terms of their opposites.
B) market share and market growth rate.
C) sales and profitability.
D) customer perceptions of the firm's product versus the average of all brands in the industry.
E) customer perceptions of the firm's product versus the brand of the firm's principal competitor.

Question

Quizplus · Accepted Answer

Perceptual maps typically involve two product attributes that are positioned opposite each other on the map, providing a visual representation of consumers' perceptions of different brands in the market based on these attributes. Therefore, option A is the most accurate description of the axes on a perceptual map.

Axes on a Perceptual Map Are