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This is a 13 1/2-minute video presented on YouTube. As you can guess by the similar terms, there is a big overlap between a consumer’s perceptual process and perceptual maps. Perception is the process by which individuals interpret and understand sensory information from their environment. While perceptual maps are a tool used in marketing to visually represent consumers’ perceptions of a particular brand, product, or service in relation to its competitors.

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