- Consumer Behavior Tutorial
- Consumer Behavior - Home
- Consumer Behavior - Consumerism
- Consumer Behavior - Significance
- Demand Analysis
- Buying Decision Process
- Developing Marketing Concepts
- Marketing Strategies
- Market Segmentation
- Market Positioning
- Role of Research
- Problem Recognition
- Research Paradigm
- Research Process
- Decision Making
- Pre-Purchase & Post-Purchase
- Individual Determinants
- Consumer Behavior - Motivation
- Personality & Self Concept
- Attention & Perception
- Consumer Behavior - Learning
- Consumer Behavior - Attitude
- External Influence
- Influence of Culture & Social Class
- Relationship Marketing
- Reference Group
- Models of Consumer Behavior
- Consumer Behavior - Models Types
- Implications of Marketing Models
- Online Customer Behavior
- Consumer Behavior - Expectations
- Emerging Trends
- Emerging Issues
- Consumer Behavior - Cross Culture
- Consumer Behavior Resources
- Consumer Behavior - Quick Guide
- Consumer Behavior - Resources
- Consumer Behavior - Discussion
- Selected Reading
- UPSC IAS Exams Notes
- Developer's Best Practices
- Questions and Answers
- Effective Resume Writing
- HR Interview Questions
- Computer Glossary
- Who is Who
Consumer Behavior - Market Positioning
Market Positioning means selecting a marketing mix that is most suitable for a target market segment. The following illustration shows a product positioning map.
The position of a product is the sum of those attributes normally recognized by the consumers − its position, quality, quantity, the type of people, strengths, weaknesses, threats, etc. "A product's position is how potential consumers see the product", and it is expressed proportional to the position of the competitors.
Positioning is a podium for the brand. It facilitates the brand to get through the mind of the target consumer groups. The position of a brand has to be diligently guarded, maintained, and managed.
Example − Watches like “Guess” are positioned as luxury brands, thus they are quite expensive and treated as a status symbol. If Guess reduces its prices, it loses its real image and potential customers.