Approaches for Generating and Evaluating Product Positioning Strategy

Akpoyomare, Oghojafor Ben; Adeosun, Ladipo Patrick Kunle; Ganiyu, Rahim Ajao

doi:10.5430/ijba.v4n1p46

Cited by 4 publications

(3 citation statements)

References 18 publications

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“…Positioning is a complex strategy (Petković, 1995), i.e. a process which seeks to find a unique position among competitors while meeting corporate goals (Akpoyomare et al, 2013). Product positioning involves a greater focus on changes in the product image as opposed to changes in the physical product (Milisavljević, 2010;Renko, 2009).…”

Section: ____________________________________________________________mentioning

confidence: 99%

Positioning of Private Label Cheese Brands in the Republic of Serbia

Užar

Izabela

Radojević

2019

Contemporary Agriculture

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Over the past few decades, private label brands have been gaining market share in numerous retail outlets. This paper first elucidates the concepts of brand positioning, brand management and branding itself. The term brand has been used as a means of identifying the same or similar products or services present in the market. The private label brand is a quality tool providing competitive advantage under modern market conditions. The influence of the basic attributes which, knowingly or not, shape the private brands of local cheeses will be emphasized, as well as the influence of other factors affecting the brand positioning. The purpose of this paper is to highlight the role, importance and concept of private label brands in cheese production, which improve the competitive position of cheese producers.

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Section: ____________________________________________________________mentioning

confidence: 99%

Positioning of Private Label Cheese Brands in the Republic of Serbia

Užar

Izabela

Radojević

2019

Contemporary Agriculture

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“…It was also tried to draw the position of these brands by using perceptual map technique. The study of Salehnia (2010) [12] Akpoymare et al (2013) [24] argued that product positioning is an important part of marketing because companies begin to identify the importance of controlling their image. This is a way for influencing the purchase decisions, customer perception and evaluating sale targets.…”

Section: Literature Reviewmentioning

confidence: 99%

Determination of Positioning Components in the Retail Market of Iran Market: A Mixed Methods Study

Hosseini¹,

Abolghasem²,

Esfidani³

et al. 2019

JSSM

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Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning, the marketing department creates an image for the product based on its intended audience. This is created through the use of promotion, price, place and product. The purpose of this research was to determine the condition of positioning components in the retail market of Iran market. This research was mixed methods (qualitative & qualitative). For formulating the research theoretical model, by using academic sources, the papers, master and Ph.D thesis focusing on positioning of retail stores were considered in this section. In this regard, 16 domestic and 19 foreign studies were used as valid academic sources. Among 35 studies, only 25 studies were considered to provide benchmark table. In this research, data gathered through deep interviews with customers of selected public and private stores. Data analysis was done by using coding in MAXQDA software. Some quantitative data were analyzed by using SPSS. V.16 software. Demographic characteristics of participants were such that approximately 20% of participants had diploma and associate degree, 48% had B.A and 32% had M.A and Ph.D. About 71% of participants were lower than 30 years old, 69% were 31-50 years old. 62% were married. Generally, from among three obtained variables, commodity (203), store (198) and personnel (47) have the highest importance for Iran's retail store positioning, respectively.

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“…1995:185). Atribut produk memegang peran penting dalam proses pengambilan keputusan konsumen sepanjang konsumen mengevaluasi dan membandingkan dengan produk pesaing (Akpoyomare, Adeosun, Ganiyu, 2012: 196-201). Produk atribut dapat di kategorikan lebih konkrit lagi (Peter & Olsen, 1994).…”

Section: Pendahuluanunclassified

Peran Kepuasan Memediasi Pengaruh Atribut Produk, Dan Pengetahuan Terhadap Keputusan Konsumen

Kamener

2017

JBE

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Approaches for Generating and Evaluating Product Positioning Strategy

Cited by 4 publications

References 18 publications

Positioning of Private Label Cheese Brands in the Republic of Serbia

Positioning of Private Label Cheese Brands in the Republic of Serbia

Determination of Positioning Components in the Retail Market of Iran Market: A Mixed Methods Study

Peran Kepuasan Memediasi Pengaruh Atribut Produk, Dan Pengetahuan Terhadap Keputusan Konsumen

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