Which positioning strategy outperforms?

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dc.contributor.authorShrafat Ali Sair
dc.contributor.authorNazia Rafiq
dc.contributor.authorAli Asghar
dc.contributor.authorSaima Ulfat
dc.contributor.authorMuhammad Ahsan Jamil
dc.contributor.authorAli Abbas
dc.date.accessioned2015-03-06T14:01:49Z
dc.date.available2015-03-06T14:01:49Z
dc.date.issued2014
dc.description.abstractThe 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.en_US
dc.identifier.urihttps://escholar.umt.edu.pk/handle/123456789/1455
dc.language.isoenen_US
dc.publisherScience International Journalen_US
dc.subjectPositioningen_US
dc.subjectPositioning Strategyen_US
dc.subjectSurrogate Positioningen_US
dc.subjectDirect Benefit Positioningen_US
dc.subjectIndirect Benefit Positioningen_US
dc.titleWhich positioning strategy outperforms?en_US
dc.typeArticleen_US
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