مرکز منطقه ای اطلاع رساني علوم و فناوري - POSITIONING OF SOUJOUK BRANDS AND DETERMINING OF CONSUMER PERCEPTION: THE CASE OF AFYONKARAHISAR

Abstract :

In marketing, identifying the roles of consumers and producers is very important in brand positioning. Within this frame, there are too many increases in the numbers of competitors in parallel with the increasing competition in market conditions and global economic developments. The increase in competition and numbers of competitors make consumers difficult to prefer a brand, as well. For that reason, in order to make consumers prefer one brand, differentiation of the brand from its competitors is very crucial. The brand which can be differentiated from its competitors will be perceived different during the time that is preferred by consumer and brand positioning will actualized due to settling this perception in consumer mind. Thanks to this awareness, businesses will reach the target consumers in the market and provide the consumer satisfaction. This study aims to identify consumers’ perceptions towards soujouk brand by using multidimensional sampling analysis in order to identify how brands are positioning. Multidimensional sampling analysis which is one of the multivariate analyses is a method used in assessing the behavioral data like consumer behaviors, preferences, beliefs and expectations. For that reason, multidimensional sampling analysis is explained firstly in this study. Then, face-to face interviews with consumers are done by identifying a random sample which is able to present Afyonkarahisar province. Consumers who are interviewed evaluate the soujouk brands which are well-known in Turkey and produced in Afyonkarahisar in terms of not only similarity dimension but also taste, quality and brand reliability. Hence, as a result of the study, soujouk brands which resemble each other or not are identified. Consequently, the unique side of the study is providing businesses in soujouk industry make their self-evaluation by making them see their market positions.