Investigation of the Effective criteria in Brand Positioning (case study: Iran car industry)

The purpose of this paper is the investigation of Investigation of the Consumers’ Preferences about Effective criteria in Brand Positioning. It is evident that an appropriate brand for the product can affect its positioning in the market which is effective in the rate of the success and also obtaining more marketing shares. Hence in this paper, the conjoint analysis approach was used. Accordingly, 5 main factors were specified which any factors included 3 criteria by considering the experts’ viewpoints. The population of the current study is all the consumers of Car industry in Tehran. In this study by using the cluster sampling the sample was selected. Since Tehran has 22 districts, any district has been considered as a cluster and 4 districts were randomly selected (3, 8, 11, 14) and in any district 70 questionnaires were distributed. To analyze the data, the conjoint analysis technique was used.in this study to do the conjoint analysis the syntax command of the SPSS software package was applied. The results showed that different brands’ users consider the relevant criteria to the company’s service as the most important effective factor in the brand positioning of Iranian car industry. However, among the three criteria with this factor, the car guarantee criterion by the desirable coefficient of 0.402 has had the most utility.