In reality, the positioning map (or perceptual map) used for market mapping is overly simplistic.
But there is power in that simplicity and the value of the map or the results it produces is largely dependant on the importance and creativity of the variables used.
You can plot pretty much any variable though the closer you are to the important buying decision factors, the more impactful and valuable with gaps and opportunities you find will be.
Here are a few examples of market mapping variables or dimensions.
High Price vs Low Price
Low Quality vs High Quality
Low Tech vs High Tech
Simple vs Complex
Short Turnaround vs Long Turnaround
Low Capability vs High Capability
Necessity vs Luxury
Unhealthy vs Healthy
Inconvenient vs Convenient