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  • 标题:A study to determine influential factors on product positioning
  • 本地全文:下载
  • 作者:Naser Azad Neda Abbasi ; Seyed Foad Zarifi
  • 期刊名称:Management Science Letters
  • 印刷版ISSN:1923-9335
  • 电子版ISSN:1923-9343
  • 出版年度:2013
  • 卷号:3
  • 期号:8
  • 页码:2229-2234
  • DOI:10.5267/j.msl.2013.08.005
  • 出版社:Growing Science
  • 摘要:Product positioning plays an important role on business development especially in food industry. In this paper, we perform an exploration study to find important factors influencing product positioning in Iranian food industry. The study designs a questionnaire in Likert scale and distributes it among 260 randomly selected people from food industry. Cronbach alpha has been calculated as 0.86 in preliminary stage and final 0.697 in final stage, which are statistically acceptable. The study uses factor analysis to find important factors and detects six important factors including marketing organization, market analysis, past perception strategy, product presentation, brand loyalty and dynamic organizational structure.

  • 关键词:Product positioning; Factor analysis; Food industry
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