Understanding the Effectiveness of Positioning Bases With Regard to Customer Perceptions

Eryiğit, Canan; Eryiğit, Mehmet

doi:10.1080/08911762.2013.864371

Cited by 10 publications

(9 citation statements)

References 23 publications

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“…The findings agree with some scholars in strategic marketing management literature who observe that positioning is a multidimensional construct related to quiet an array of performance indicators proposing that firm should pursue multiple strategies as a way of yielding positive market performance outcomes (Eryigit et al, 2014;Blankson & Crawford, 2012). This view however contradicts Chang et al (2015)'s and Pereez et al (2020)'s position emphasising on positioning on the basis of few or limited dimensions.…”

Section: Discussionsupporting

confidence: 85%

“…According to them it is still debatable as to whether positioning means segmentation decision or image question or product features! Whereas no defined dimension in terms of numbers that marketers can use have been prescribed, positioning on the basis of limited number of dimensions has been emphasized to yield better results in terms of market share, sales and profitability (Pereez et al, 2020), yet others have put emphasis on many dimensions to yield positive results (Eryigit et al, 2014). It is seen here therefore from these findings that it's still unclear whether a positioning on the basis of limited dimensions is rewarding than competing on many dimensions.…”

Section: Introductionmentioning

confidence: 97%

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Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwanda

Nimusima

Arthur

Jackson

et al. 2021

UKHJSS

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Amidst market performance challenges of declining customer numbers and sales for some soft drinks enterprises in Rwanda, that has caused a big concern for academics and professionals, the study set to empirically investigate the effect of quality, price and competition strategies on sales and customer retention performance for these enterprises. The study was quantitative and cross-sectional where researchers obtained data at a single point in time on more than one case. A sample size of 118 marketing managers was taken from these enterprises in the central districts of Kigali that produce carbonated drinks, mineral water and juice. Due to corona virus pandemic, virtual means of data collection were used through telephone-based questionnaire survey. Despite the positive and significant relationship between quality and price strategies with market performance, ( =0.500, t=1.09, p<0.01) for quality, ( =0.23, t=3.05, p<0.01) for price, results for competition strategies ( =0.23, t=3.05, p=0.281), show nonsignificant relationship with market performance in the studied context. This finding manifests a big gap in managing competition and therefore advise these enterprises to revisit their competition management decisions and make investment in those positioning alternatives that impact on consumer perceptions.

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Section: Discussionsupporting

confidence: 85%

Section: Introductionmentioning

confidence: 97%

Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwanda

Nimusima

Arthur

Jackson

et al. 2021

UKHJSS

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“…Another thread of literature tends to associate optimal positioning with effective communication of perceived product attributes. Researchers believe that customer-perceived positioning effectiveness determines the success or failure of positioning new products and brands in the market (Fuchs and Diamantopoulos, 2012) how firms deliver the attributerelated information may determine the effectiveness of new product positioning (Eryigit and Eryigit, 2014). Therefore, in the agri-food market, given the clear market signal of "green" and "ethical" consumption (Wu et al, 2015;Yang and Fang, 2020;Yang and Renwick, 2019), food companies may consider using food labels or claims to introduce products with credence attributes to help effectively position products in the targeted marketwith the information on food labels or claims showing the brand image of high quality perceived by consumers (Eryigit and Eryigit, 2014;Olsen et al, 2014).…”

Section: Theoretical Background and Conceptual Frameworkmentioning

confidence: 99%

“…Therefore, it is important to understand the relationship between the product launch strategies of firms and their response to demand for products with credence attributes in the market. This is especially important for firms targeting the international market as they need to consider the specific characteristics of the targeted markets and respond with product launches and marketing strategies (Eryigit and Eryigit, 2014). The lack of studies on the firm side indicates a clear research gap as studies on credence attributes mainly focus on consumers, such as measuring consumers' willingness to pay (WTP) for different credence attributes and investigating factors affecting WTP (Bai et al, 2013;Liu and Niyongira, 2017;Yang and Renwick, 2019), whilst the potential linkage between credence attributes and new product development is ignored.…”

Section: Introductionmentioning

confidence: 99%

The role of credence attribute claims in food product launch – a comparative study of New Zealand and Australia

Yang

Tantiwat

Renwick

et al. 2022

BFJ

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PurposeThis paper aims to empirically investigate the role of product positioning in the launch of food and drink products using a large dataset of new product development by food companies in Australia (AU) and New Zealand (NZ). As such, positioning through credence attribute claims can be associated with product launch strategies, including brand-new products, expansion of product ranges, new packaging and relaunch, as a response to market demand.Design/methodology/approachText analysis was used to investigate the descriptions of food claims using Structured Query Language, providing a word list of food claims and further filtered and categorised into groups of claims. Multinomial regression models were then employed to analyse the association between product launch strategies and food claims adopted by firms.FindingsThe results of this paper provide evidence that positioning via food claims play an important role in product launch strategies in both AU and NZ. Types of food claims matter differently to firms' product launch decisions in the two markets. The “green” and “ethical” attributes are found to be associated with new launches in NZ but not in AU. Claims that are seen as most important for consumers are more likely to be engendered for the more costly launch approach.Originality/valueThis study is amongst the first studies that addresses the role of positioning in product launch strategies of food companies. The results and findings provide insights into the different prevailing credence attributes from the firm side and help policymakers to regulate the delivery of information about credence attributes to consumers.

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“…This has forced manufactures of golf equipment to market more effectively. Examining their positions in the target consumers' minds and whether the positions are congruent with what the companies intend to deliver will be a key because the congruence of brand positioning between companies and consumers represents the effectiveness of marketing communication (Devlin et al, 1995;Eryigit and Eryigit, 2014).…”

Section: Research Object: Sport Golf Brandsmentioning

confidence: 99%

Sports brand positioning

Lee

Kim

Won

2018

IJSMS

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Purpose The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is congruence between the sport brands’ purported images and the targeted consumers’ perception of the brands’ images. Design/methodology/approach A mixed method was used. Four steps of data collections (i.e. face-to-face, focus group interviews, and questionnaires) and analyses (i.e. content analysis, MDS analysis, PROXSCAL analysis, multiple regressions analysis, frequency analysis, and congruence score) were performed. Findings Four positioning typologies (i.e. great quality equipment, equipment for professionals, innovation, and tradition) were identified; each brand’s positions in consumers’ minds were distinctly portrayed in the perceptual map; and the congruence between intended and perceived positions was found in two brands – Titleist and Ping – implying they established a high position-congruity and providing evidence of positioning effectiveness. Practical implications The findings will aid practitioners and scholars in positioning and its effectiveness: the results provide information for managers to select, implement, and manage effective positioning strategies and the study provides initial evidence about whether companies and their brands are well-positioned in the sport consumer’s perception. Originality/value The authors attempt to examine how consumers perceive brands and how effectively brand positions are portrayed in consumers’ minds. The effectiveness and competitiveness of positioning strategies were examined via a perceptional map.

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Understanding the Effectiveness of Positioning Bases With Regard to Customer Perceptions

Cited by 10 publications

References 23 publications

Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwanda

Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwanda

The role of credence attribute claims in food product launch – a comparative study of New Zealand and Australia

Sports brand positioning

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