The effects of consumer preferences and perceptions of Chinese tea beverages on brand positioning strategies

Abstract

Purpose -The study aims to discuss how the attributes of Chinese tea beverage brands influence consumers' evaluations of brand positioning and the differences and competition among brands. Design/methodology/approach -A perceptual map, developed using probabilistic discriminant analysis algorithms, depicts the relative position of each brand and illustrates their attractive properties. This statistical technique can enhance managers' ability to identify promising brand positions and enhance the overall brand design process. Findings -The study finds that Chinese tea beverage brands pursue various goals, such as quenching thirst, attractive advertising, or reliable quality, to develop their positions. Brand positioning implies that consumers remember particular information conveyed by the brand. The study illustrates consumers' brand awareness attributes, potential market demand, and brand competition conditions. Research limitations/implications -Brand positioning, when linked with market segmentation, can yield effective guidelines for the design and coordination of a marketing strategy. The scope of this study, however, does not enable elaboration on segmented differences in product positioning. Practical implications -The study provides a useful source of information for managers, who should introduce brands to the market carefully and deliberately and choose a position that is both appealing and sustainable over time. Originality/value -The study provides a unique method to understand the current market structure and determine a target brand and its best competitive position.

Brand positioning in higher education: the perception of Brazilian generational cohorts

“…Personal values influence perceptions of brand positioning, considering the relationships among personal values, benefits, attributes, and brand positioning. Brand positioning occurs through attributes that allow consumers to make distinctions and comparisons between the offers of competitors in a specific market (Lee & Liao, 2009). The consumer's needs are guided by higherorder personal values, such as happiness, safety, a sense of belonging, and achievement.…”

Mapa perceptual no contexto empresarial: aspectos relevantes para a sua elaboração

“…O mapa perceptual usa informação sobre percepções e preferências dos consumidores para fins analíticos (Lee & Liao, 2009). O uso do mapa perceptual é comum em estudos do mercado consumidor, tendo em vista percepções sobre marcas (Baran, 2016;Brochado, Silva, & LaPlaca, 2015;Das et al, 2016;Lee & Liao, 2009;Lehmann, 1972;Steenkamp et al 1994;Moore & Lehmann, 1982), qualidade (Bose & Gupta, 2013;Yumusak, Yilmaz, & Gungordu, 2016) e demais atributos e preferências de produtos e serviços (Arli & Cadeaux, 2017;Cravens, 1997).…”

“…O uso do mapa perceptual é comum em estudos do mercado consumidor, tendo em vista percepções sobre marcas (Baran, 2016;Brochado, Silva, & LaPlaca, 2015;Das et al, 2016;Lee & Liao, 2009;Lehmann, 1972;Steenkamp et al 1994;Moore & Lehmann, 1982), qualidade (Bose & Gupta, 2013;Yumusak, Yilmaz, & Gungordu, 2016) e demais atributos e preferências de produtos e serviços (Arli & Cadeaux, 2017;Cravens, 1997). Segundo Biggadike (1981), os conceitos de marketing e as técnicas de segmentação de mercado, posicionamento e mapa perceptual colaboram na definição do ambiente e modelo estratégico em termos do consumidor.…”

Analisis Strategi Positioning Merek Berdasarkan Preferensi, Persepsi, dan Kepuasan Konsumen Produk Pertamina Lubricants

“…Dalam mengevaluasi positioning merek, terdapat beberapa metode yang dapat digunakan yaitu, MDS (multi-dimensional scaling), discriminant analysis, dan juga multi-atribute decision model [7]. Ada beberapa alasan mengapa analisis diskriminan adalah metode yang digunakan, Salah satu alasannya adalah apabila informasi mengenai atribut diketahui secara mendalam analisis faktor dan juga analisis diskriminan adalah metode yang lebih akurat dibandingkan dengan MDS [5].…”