Impact of Brand positioning strategies on consumer standpoint (A consumer’s Perception)

Abstract

Brand positioning is consider to be the most sensitive element to take the brand to the sky or nowhere the marketers try hard to come up to the mark of the consumers because every consumer is different and have a different mindset and contains different perceptions and different value. This research is conducted to see an impact of brand positioning strategies on consumer’s perception. The research basically revolves around 3 strategies of positioning i.e. beneficial positioning, surrogate positioning (Psychological) , Competitive positioning the impact of these strategies being checked by showing 250 consumers random brands in television commercials which contains the above said positioning strategies the questionnaires has been designed in a way that tells the responsiveness of different consumers by watching the ads  of the brands and what they feel and what is there perception about the particular brand whether highly negative, negative, neutral, positive or highly positive. The outcome of the research revealed that surrogate positioning by the brands showed the highest positive response, while the other two positioning strategies came out more or less on the negative side in terms of consumer perception. The analysis technique used is one sample t test and the software used is SPSS.

Keywords: Consumer Perception, Brand Positioning, Consumer Standpoint, Strategies