Positions of Mobile Phone Brands on University Students' Mind

Positions of Mobile Phone Brands on University Students' Mind

Tamer Baran (Pamukkale University, Denizli, Turkey)
Copyright: © 2016 |Pages: 11
DOI: 10.4018/IJSEM.2016010102


The aim of this study is determine the perception of Turkish university students of mobile phone brands. To achieve this, brand, brand positioning concepts and brand positioning strategies were mentioned. 417 questionnaires were carried out from university students. The results obtained from the questionnaires have been analysed by multi-dimensional scaling method. Then findings have been explained by using perceptual maps. The results have revealed that Nokia is the highest perception level among university students. Nokia is followed by Samsung, Sony Ericsson, LG and General Mobile (GM) respectively. Moreover, perceptual maps have shown that Nokia and GM are perceived as the most different brands and, Sony Ericsson-LG are perceived as the least different brands by university students.
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3. Brand Positioning Strategies

In the literature it is possible to encounter different approaches about brand positioning strategies. One of the most popular approach is offered by Aaker and Shansby (1982). According to their approach firms can use six positioning strategies which are positioning by attribute of product, positioning by quality/price, positioning by usage, positioning by user, positioning by category, positioning by competitors.

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