Department of Management

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Browsing Department of Management by Author "Ali Abbas"

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    Which positioning strategy outperforms?
    (Science International Journal, 2014) Shrafat Ali Sair; Nazia Rafiq; Ali Asghar; Saima Ulfat; Muhammad Ahsan Jamil; Ali Abbas
    The effectiveness estimation of positioning strategies perceived by consumers is a challenge for marketers and confusion is still there in their minds, at the same time in the mind of strategy makers that which strategy is more successful. Successful positioning and its well established perception on consumer side are the symptoms of company’s long run progress and product’s success. Empirical, the relative effectiveness of taken positioning strategies is measured. A multidimensional scale is used to measure the effectiveness. The scale is constituted by the four dimensions including dissimilarity, uniqueness, favorability and credibility. Each dimension is assessed by the associated elements that are seventeen in total. Practically, three print advertisements from cellular industry are selected with the experts ‘opinion. Each advertisement represents the given positioning strategy. Quantitative data were gathered by showing these advertisements to the 100 consumers that are selected via purposive sampling technique. The statistical technique, ANCOVA is applied herein the study. The results showed both benefit positioning strategy and surrogate strategy received the much higher and significant score against the three dimensions of positioning effectiveness (i.e., favorability, dissimilarity and uniqueness) whereas results are not significant for credibility dimension.