Perceptual mapping is a diagrammatic technique used in marketing to visually display customers' perceptions of a product, brand, or company relative to its competitors. The document discusses perceptual maps analyzing how customers perceive Starbucks, Cafe Coffee Day, and Barista in terms of personal vs business use, price vs quality, and experience vs cost. It concludes that while customers are satisfied with Starbucks' services, its prices are high, and that Cafe Coffee Day delivers value but needs to improve its employees, while Barista should focus on quality and reasonable pricing.