Title: ANALYSIS OF BRAND POSITIONING OF “GUPALAS” IN THE PACKAGED SUGAR MARKET IN SURABAYA

Authors: BUDI MARYONO

Item Type : Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

Positioning is related to creating brand perception in the minds of consumers by creating differentiation from competitors and fulfilling customer needs/desires. From this concept, a conceptual framework of brand positioning is developed based on customer perception. The study aims to examine and analyze brand positioning based on consumer perception of Gupalas in the packaged sugar market in Surabaya. Primary data were collected from 100 samples of sugar consumers. A multivariate statistical approach, such as Multidimensional Scaling (MDS), was applied to create a perceptual map using the SPSS application. A consumer intercept survey was conducted on 30 people to determine the attributes used in implementing perceptual mapping. In this study, the researcher tried to analyze the brand positioning of Gupalas products in terms of consumer perception. It was found that there were 10 product attributes that consumers consider in purchasing sugar which were tested on 5 brands of packaged sugar. The results of the brand positioning analysis from MDS were continued in the implementation of the PCDL strategy as a research suggestion consisting of 4 elements, namely, positioning the brand, communicating the brand message, delivering the brand performance, and leveraging the brand equity.

Keywords: Brand Positioning, Multidimensional Scaling (MDS), Customers Perception, Differentiation, Perceptual Mapping

Sources: http://repository.unair.ac.id/38614/