graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a
A) perception matrix.
B) growth-share matrix.
C) perceptual map.
D) market-product grid.
E) product differentiation chart.

Question

Quizplus · Accepted Answer

A graph displaying consumers' perceptions of product attributes in two dimensions is commonly known as a perceptual map. It provides a visual representation of how consumers perceive different brands or products, and their relative positions in the market. The map can be used to identify opportunities for product differentiation, market segmentation, or targeting specific consumer groups. Thus, option C is the correct answer. Option A (perception matrix) is not a standard term used in marketing research. Option B (growth-share matrix) is a tool used to analyze a firm's portfolio of products or services based on their market growth rate and relative market share. Option D (market-product grid) is a table that helps to organize a firm's products by market segments and marketing mix elements. Option E (product differentiation chart) is not a standard marketing term.

Graph Displaying Consumers' Perceptions of Product Attributes in Two Dimensions