The product is “Mac Air Book”
Measuring consumer perceptions is an important part of positioning.
Perceptual mapping
measures the
way product are positioned in the minds of consumers and shows these perceptions on a graph whose
axes are formed by product attributes.
For Capstone Part 2, create a perceptual map using 2 product attributes. Figure 2.5 (page 62 of the
textbook) gives a great example. Include at least 6 of your brand’s competitors on your map. Along with
your perceptual map, submit a paragraph (minimum 5-6 sentences) summarizing your findings
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