Assessing the Brand Positioning of Cosmetic Products from the Consumers’ Perspective by Using the Perceptual Map Technique

Nowadays, brand positioning has outstanding importance as a sensitive and critical component of competitive marketing. In this regard, understanding and recognition of brand positioning, as well as its concepts, are known as significant principles for brand survival. The purpose of this study which is a field research is to position the brand of cosmetics products from the perspective of Iranian consumers. The selected research variables taken from previous studies was tested by the perceptual map technique with the data obtained from a structured questionnaire. According to the results obtained from the tests and the perceptual maps, the studied foreign brands have a higher position in the minds of consumers than domestic brands. The quality, price, variety of products, and brand reputation in all dimensions showed their superiority in the mental image of consumers over foreign cosmetic brands. The recommendation to domestic brands is to promote their brand position in this hyper-competitive market based on the findings of this study and draw perceptual maps on a regular basis.