Title: ANALYSIS OF BRAND POSITIONING "GUPALAS" IN THE PACKAGED SUGAR MARKET IN SURABAYA
Author: 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 a brand perception in the minds of consumers by creating differentiation from competitors and meeting customer needs/wants. From this concept, a brand positioning conceptual framework was developed based on customer perceptions. The research aims to examine and analyze brand positioning based on consumer perceptions of gupalas in the packaged sugar market in Surabaya. Primary data was collected from 100 samples from sugar consumers. Multivariate statistical approaches, such as Multidimensional Scaling (MDS), are applied to create perceptual maps using the SPSS application. A consumer intercept survey was conducted on 30 people to find out the attributes used in applying perceptual mapping. In this study, researchers tried to analyze the brand positioning of Gupalas products in terms of consumer perceptions. It was found that there were 10 product attributes that consumers considered when 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 which consists 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/
