Product Positioning with Perceptual Map Method
Subject Areas : Jounal of Marketing Management
H. R. Saeedniea
1
(استادیار، عضو هیات علمی دانشگاه آزاد اسلامی واحد تهران شمال)
M. Firouzian
2
(دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی)- دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران)
Keywords: Product position, Positioning, Perceptual map,
Abstract :
Success of an offering product in a special target market depends on the way they introduce the product or the place they assign for the product. We should say that product positioning talks about the consumer attitudes about the important attributes of a product. Consumer minds always struggle with the set of attitudes & thoughts, so that to simplify the buying process, consumer almost categorize the products in his mind and assign a place for each of them.But today, market managers and companies problem is that the consumers shouldn’t be free to position the offering products, so they should design intelligent policies & strategies, make consumers to place the product on the specified position they design. Researches show that the key of positioning a product is the adequate knowledge about the criteria & dimensions that consumers use them to give value to the marketing programs of competitors & then make decision for buying. There are many different ways for positioning. In this research we try to use the basic concepts of marketing & the position a product by the Perceptual Map method.
