The correct positioning of products and services in the competitive market is crucial to the firm to define its strategic choices in order to provide a competitive advantage. The quality of the decision is linked to the quality of the information that supports it. Marketing models improve this quality and speed up the decision process. The main stream of this research was to comprehend how consumers visualize products and services and finding a procedure able to represent this image in a model capable to assist the decision maker. To accomplish the proposed objectives, many models that represent consumer perceptions were studied. They are called perception maps. Among the different methodologies, factor analysis was chose to generate them. Using Rio de Janeiros MBAs courses as object of study and a sample of candidates to these schools, the model was evaluated and the conclusion was that it was good to accomplish the goals set previously. Despite the model, after the factor reduction, have explained only 58,7% of the variance, the results were relevant to provide significant information to understand how the segment studied saw these courses. Besides that, the methodology seemed to be a powerful tool to be applied in other services and products in order to support managers in their decision process, diminishing the environment uncertain.