Unfolding Association Between Smartphone Brands and Attributes Through Perceptual Map

Mrinal Kanti Das (), Soumya Mukherjee and Dipak Saha ()
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Mrinal Kanti Das: Kanchrapara College
Soumya Mukherjee: Techno India (Hooghly Campus)
Dipak Saha: Department of Management, Institute of Engineering and Management

A chapter in Resurgence and Sustainable Development of Asian Markets in the New Normal, 2025, pp 195-211 from Springer

Abstract: Abstract In marketing, brand positioning helps to establish a company’s image distinctively in the target market. It enables the marketers to formulate the apt marketing policy and strategy to get an edge over the competitors in this complex and volatile post COVID scenario. In this research, we have made a humble effort to understand the positioning of the comparable brands of the Smartphone by developing a perceptual map. The seven comparable brands have been identified by emphasizing the respondents’ views and consideration. While developing the perceptual map, the two most relevant dimensions have received adequate consideration–value for money and brand promotion. This study explores the interaction effect between brands and different relevant attributes. Thus, this research provides insight into assessing the positioning of similar brands of Smartphone along with attributes in the competitive market.

Keywords: Comparable smartphone brands; Brand positioning; Perceptual map; Interaction effect; Correspondence analysis (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-96-1785-2_11

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DOI: 10.1007/978-981-96-1785-2_11

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