Consumer Decision Making Model And Positioning Strategy Of Competing Products


Choose one of the four following global brands:

1.   Samsung – Galaxy II.
2.   Mini – Coupe.
3.   TagHeuer - Watches.
4.   Ugg Boot Australia ‐ Footwear.

Once you have chosen your brand, you must answer both questions. Produce your answers in a report format.

1. Apply the five‐stage consumer decision-making model to the consumer decision to purchase your chosen product. Explain and justify the internal (personal) and situational factors that may influence this process, leading someone to purchase your chosen brand’s product.

2.  Use a perceptual map to compare the positioning strategy of your chosen brand to the positioning strategies of its direct competitors. What differences are there in the positioning of these competing products? Justify your explanations.


The question belongs to Marketing and it is about applying consumer decision making model to consumer decision to purchase a chosen product. And using perceptual map to compare positioning strategy of a chosen brand to the strategies of its direct competitors. The brand chosen here is Tag Heuer watches.

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