|
چکیده
|
It is evident that in the current world of business anybody has recognized the importance of choosing the appropriate brand for the products and presented service in the field of marketing. Appropriate brand for the product can affect its positioning in the market which is effective in the rate of the success and also obtaining more marketing shares. In the branding process for a company it is tried to establish a specific position for product or the service which are critical in the competition. Therefore, importance issue in the positioning is the consumers’ viewpoints about a brand which involves a kind of value comparison towards other similar products with different brands. The purpose of this paper is Investigation of the Consumers’ Preferences about Effective criteria in Brand positioning that existing In the Car industry of Iran. In this study, the conjoint analysis approach was used. Accordingly, 5 main factors were specified which any factors included 3 criteria by considering the experts’ viewpoints. The population of the current study is all the consumers of Car industry in Tehran. In this study by using the cluster sampling the sample was selected. Since Tehran has 22 districts, any district has been considered as a cluster and 4 districts were randomly selected (3, 8, 11, 14) and in any district 70 questionnaires were distributed. To analyze the data, the conjoint analysis technique was used.in this study to do the conjoint analysis the syntax command of the SPSS software package was applied. The results showed that different brands’ users consider the relevant criteria to the company’s service as the most important effective factor in the brand positioning of Iranian car industry. However, among the three criteria with this factor, the car guarantee criterion by the desirable coefficient of 0.402 has had the most utility.
|