Determinants of Effective Brand Positioning on Garment Industries in Ethiopia: Evidence from Selected Garment Companies in Addis Ababa
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Date
2022-07
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Addis Ababa University
Abstract
Brand positioning is a core concept in marketing. Despite the importance of the concept, however, there is limited research in the field of positioning clarifying to what extent various brand positioning alternatives affect consumer perceptions and how positioning effectiveness can be best measured. The objective of the present study was to identify the factors that determine for effective brand positioning in the Garment industry in Addis Ababa. Non probability sampling Method which is convenience sampling was used & the data collection methods were documents,& questionnaire. A total no of 384 questionnaires were distributed to all Addis Ababa retail shops individual customers, out of it 280 questionnaires returned. The questionnaires were analyzed using descriptive statistics, ANOVA, correlation & regression. From the Finding of the result we conclude that factors namely customer experiences brand attributes, communication and competitor attribute have a positive and significant relationship with the brand positioning in the garment Industries. As the basic foundation of brand positioning is to control and drive consumer behavior toward a product or service a well-written, strategically placed brand positioning and due consider and give due attention to all the four factors of Brand positioning when taking action to influence more consumers but more attention should be given to customer experience and competitor attributes. Thus by considering these factors, the garment industries can attract more consumers and brand positioning in addition to the exiting customers.
Key words: - Positioning, experiences brand attributes, communication and competitor attribute, garment industries