Evaluating Brand Positioning Strategies and Consumer Perceptions in Textile Outlets of Dindigul District, Tamil Nadu

Authors

  • M. Jeya Jothi Department of Management Studies, PSNA College of Engineering and Technology, Tamil Nadu, India
  • M. Lakshmi Nivethiga Department of Management Studies, PSNA College of Engineering and Technology, Tamil Nadu, India
  • A. Sabarirajan Department of Management Studies, PSNA College of Engineering and Technology, Tamil Nadu, India

DOI:

https://doi.org/10.70112/ajms-2024.13.1.4227

Keywords:

Brand Positioning, Consumer Perceptions, Textile Outlets, Competitive Advantage, Brand Loyalty

Abstract

This study examines brand positioning strategies and consumer perceptions in textile outlets in Dindigul. Brand positioning refers to the process by which a company establishes a unique value proposition to differentiate its products from competitors and resonate with its target audience. The research aims to identify key factors influencing effective brand positioning and analyze consumer perceptions and preferences. Demographic and psychographic analyses are employed to understand the target market, assess competitive advantages, and evaluate brand personality and values. The findings reveal significant correlations between brand positioning strategies and consumer perceptions, including brand image, communication of unique selling propositions (USPs), and their impact on competitive advantage and brand loyalty. The study concludes with recommendations for developing and implementing effective brand positioning strategies in the textile sector.

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Published

20-03-2024

How to Cite

Jeya Jothi, M., Lakshmi Nivethiga, M., & Sabarirajan, A. (2024). Evaluating Brand Positioning Strategies and Consumer Perceptions in Textile Outlets of Dindigul District, Tamil Nadu. Asian Journal of Managerial Science, 13(1), 1–6. https://doi.org/10.70112/ajms-2024.13.1.4227