The Strategic Positioning of Saderat Bank Brand from the Viewpoint of Legal Customers – Manufacturing Units of Southern Khorasan Province

Subject Areas : Jounal of Marketing Management

L. Mahmoodi ¹ , S. A. R. Davoodi ² , T. Sadeghi ³ , A. Kafashpor ⁴ , F. Yosefzadeh ⁵

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Received: 2013-08-19 Accepted : 2013-08-19 Published : 2013-07-23

Keywords: Positioning, Determining features, Perceptual map, Focus group, Analytic Hierarchy Process, The process of providing loans, Loans for production units, Issuing bank letters of guaran, Consultation and negotiation, Communication among high-ranki,

Abstract :

This study aims to study the position of Saderat Bank Brand, Sepah, Mellat, Melli, Parsian, Eghtesad Novin, and Tejarat banks in attracting legal customers – manufacturing units. The study used a mixed/combined methodology. The positioning process and the perceptual map technique were applied. The population included senior managers and financial executives of manufacturing units in Sothern Khorasan Province, for which the data was gathered through surveying their opinions due to their limited number (fewer than 40). The focus group technique and the questionnaires were used at two times to collect the data. Analyses were done by analytic hierarchy process technique and non-parametrical statistics, clomograph and Kruskal-Wallis, and Mann-Whitney tests. The results indicate that Saderat Bank and Mellat Bank have the best position in terms of processes for the provision of manufacturing units with finance, the ease of processes for providing letter of guarantee and LC, and the provision of letter of guarantee and LC. Besides, Saderat Bank enjoyed the second rank – after Mellat Bank – on the minds of customers in this section of the market with regard to the negotiation and consultation services, and interaction between bank's managers and the senior managers of manufacturing units.