Dictionary of Marketing Terms: preference pattern
preference pattern
graphical representation of the product or brand preferences exhibited by the consumers in a market. A preference pattern is drawn on an X/Y chart with each axis representing a product characteristic such as sweetness or spice. Some consumers will be clustered around the high sweetness, low spice points while others will prefer a low sweetness, low spice point. Preference patterns may be homogenous (everyone prefers the same brand), diffuse (no pattern is evident), or clustered (two or more characteristics show a high degree of preference).
