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Title: Role of Marketing Intelligence in Brand Positioning of Select Consumer Durables
Authors: Kanwal, Supreet
Supervisor: Singh, Gurparkash
Samalia, Harsh Vardhan
Keywords: Marketing Intelligence;Brand Positioning;Marketing Information System;Consumer durables
Issue Date: 21-Dec-2018
Abstract: In India, the market for consumer durables is huge and is operating in a highly competitive, complex and rapidly changing business environment. The importance of this research in consumer durable industry is significant as consumers get vast variety of products in this sector and decision making is required to choose at the consumer end. The objectives of this research are 1) To identify the key factors of brand positioning of select consumer durables. 2) To identify the factor(s) of brand positioning those are most significantly influenced by marketing intelligence and 3) To propose a conceptual framework depicting the impact of marketing intelligence (MI) on factors of brand positioning (BP). Extensive literature review helped in identification of the constructs of BP and MI and on the role of MI in BP. The research instruments were prepared based on the valuable feedback from the industry and academia. This process helped to ensure comprehensiveness, clarity, face validity and readability of the scales of the survey instruments. Reliability analysis confirmed that the scale is reliable as all the constructs Cronbach alpha values were above 0.7 and is acceptable as per literature (Cronbach, 1951; Nunnally, 1978). Purposive sampling for IT and Marketing Professionals of consumer durable companies and convenience sampling methodology was used to collect data from consumers of consumer durable organizations on a 5 point Likert Scale (Strongly Disagree- Strongly Agree). The products selected in consumer durable sector in this research, namely; Air Conditioners, Washing Machines, Refrigerators in White Goods; LCDs/ LEDs, Laptops, Mobile Phones, Consumer Electronics and Microwave/Ovens, Mixers/ Grinders/ Food-Processors and Electric Fans in Brown Goods. 72 consumer durable companies have been selected for the data collection. After the reliability check, exploratory factor analysis (EFA) was done to explore the factors and the factor loadings have been grouped into six important factors of brand positioning from consumers point of view in rotated component matrix. The factors were; Credibility, Brand Personality, Product Attributes, Customer Perceptions, Organizational attributes, and Price. Thus, the researcher has constructed a scale for brand positioning, the first objective of this research. This helps in the formulation of the hypothesized relationships as well as a research framework depicting the role of MI in six factors of BP. Confirmatory factor analysis (CFA) was applied to validate the factors of Brand Positioning. The factors of Brand Positioning validated from CFA were Credibility, Brand Personality, Product Attributes, Price, Organizational Attributes, and Customer Perceptions. At last, Structured Equation Modelling was applied to check the effect of factors of MI on each factor of brand positioning which is the second objective of this research. The most significant affected factors came out to be Credibility, Brand Personality, Customer Perceptions and Product Attributes. The model fit values came out to be in range which state that five factors of brand positioning namely; Credibility, Brand Personality, Customer Perceptions, Product attributes and Organizational attributes are statistically dependent on the factors of MI. Only one factor namely, Price is not statistically affected by Organizational culture (factor of MI). Similar results can be seen in previous study in which the price setting is affected by Organizations procedures, policies and planning process (Gwin & Gwin, 2003). Price is known to be dependent on Planning Focus and Process Structure (factors of MI) and not by organizational culture. The identified factors of BP can be used as inputs by marketing professionals to design and reformulate their branding strategies. The results imply that consistency in value and message to be delivered to the customer leads to better positioning in the mind of the customer. Product attributes are of significant interest to marketing researchers and practitioners, as these are the prominent criteria by which consumers evaluate products prior to making purchase decisions and it is on the basis of attributes that marketers design their products and set it apart from competition. Innovations in features and user-friendly interfaces can give consumers an opportunity to engage with the product and the brand. Top management concern to make the brand sophisticated, sincere, competitive, exciting is important to become better than the competitors’ brand. Team work and supportive culture in organization can enhance the success of promotions. To make a sincere, rugged, sophisticated, competitive and technologically excited product, managers must rely on the MkIS analyzed information. Word of mouth can influence perceptions of consumers during the information search phase of the buying process. The better the MI of an organization, the better it can position its brand as MI facilitates managers’ mission to take decisions at all levels of operations based upon the information flow. Organizations must endeavour to create better BP with the help of MI through MkIS that assists in information generation, dissemination and responsiveness.
Description: Ph.D. Thesis
Appears in Collections:Doctoral Theses@LMTSM

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