Strategic Positioning for Soft Drinks in the Algerian Market

Sara Chouaabi, Fatima Zohra Boughari, Lakhdar Adouka and Zohra Bouguelli

International Business Research, 2017, vol. 10, issue 2, 20-28

Abstract: The aim of this research is to identify the positioning of Algerian soft drink product compared with foreign competitor products by applying a survey to determine the image and prestige of the Algerian product in the consumer's perspective compared to foreign products. The study has touched a random sample consisting of 601 consumers from all of Algeria. We result from the research that soft drinks local institutions recorded vulnerable and a deterioration in its competitive positioning compared to positioning perceived of soft drinks to foreign institutions, as they do not bother to focus more on the dimensions of which are of paramount importance to customers, as opposed to foreign products which differentiate it in line with the wishes and expectations of the Algerian customer.

Keywords: positioning strategy; perceptible positioning; competitive market; local product; foreign product (search for similar items in EconPapers)
JEL-codes: C19 M30 M39 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ibrjnl:v:10:y:2017:i:2:p:20-28

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