Which positioning strategy outperforms? | [Science International • 2014]

Author(s):

1. Shrafat Ali Sair: Department of Management Sciences, Virtual University of Pakistan, Lahore, Pakistan

2. Nazia Rafiq: School of Business and Economics, University of Management and Technology Lahore, Pakistan

3. Ali Asghar: Department of Management Sciences, Virtual University of Pakistan, Lahore, Pakistan

4. Saima Ulfat: Department of Management Sciences, Virtual University of Pakistan, Lahore, Pakistan

5. Muhammad Ahsan Jamil: Department of Management Sciences, Virtual University of Pakistan, Lahore, Pakistan

6. Ali Abbas: Department of Management Sciences, Virtual University of Pakistan, Lahore, Pakistan

Abstract:

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 advertisementsfrom cellular industry are selected with the experts’opinion. Each advertisement representsthe 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 showedboth 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)whereasresults are not significantfor credibility dimension.

Page(s): 923-932

DOI: DOI not available

Published: Journal: Science International, Volume: 26, Issue: 2, Year: 2014

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