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Unfolding Association Between Smartphone Brands and Attributes Through Perceptual Map

In: Resurgence and Sustainable Development of Asian Markets in the New Normal

Author

Listed:
  • Mrinal Kanti Das

    (Kanchrapara College)

  • Soumya Mukherjee

    (Techno India (Hooghly Campus))

  • Dipak Saha

    (Department of Management, Institute of Engineering and Management)

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.

Suggested Citation

  • Mrinal Kanti Das & Soumya Mukherjee & Dipak Saha, 2025. "Unfolding Association Between Smartphone Brands and Attributes Through Perceptual Map," Springer Books, in: Rabin Mazumder & Isita Lahiri & Dipak Saha & Nandan Sengupta & Kanad Chatterjee & David Earp (ed.), Resurgence and Sustainable Development of Asian Markets in the New Normal, pages 195-211, Springer.
    • Handle: RePEc:spr:sprchp:978-981-96-1785-2_11
    DOI: 10.1007/978-981-96-1785-2_11
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