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Positions of Mobile Phone Brands on University Students' Mind

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  • Tamer Baran

    (Pamukkale University, Denizli, Turkey)

Abstract

The aim of this study is determine the perception of Turkish university students of mobile phone brands. To achieve this, brand, brand positioning concepts and brand positioning strategies were mentioned. 417 questionnaires were carried out from university students. The results obtained from the questionnaires have been analysed by multi-dimensional scaling method. Then findings have been explained by using perceptual maps. The results have revealed that Nokia is the highest perception level among university students. Nokia is followed by Samsung, Sony Ericsson, LG and General Mobile (GM) respectively. Moreover, perceptual maps have shown that Nokia and GM are perceived as the most different brands and, Sony Ericsson-LG are perceived as the least different brands by university students.

Suggested Citation

  • Tamer Baran, 2016. "Positions of Mobile Phone Brands on University Students' Mind," International Journal of Sustainable Economies Management (IJSEM), IGI Global, vol. 5(1), pages 18-28, January.
    • Handle: RePEc:igg:jsem00:v:5:y:2016:i:1:p:18-28
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