Product positioning strategies and customer's choice of cosmetics products in Lagos State
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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
Ilorin Journal of administration and development
Abstract
Manufacturers deal with a number of uncertainties, trending technologies and tendency of peer influences among users of goods and for them to gain competitive advantages and new markets, organizations try to surpass their competitors by positioning their product in the mind of users through quality and pocket friendly product. it is based on afore-mentioned that the study examined the impact of product positioning on the choice of cosmetic products. The intention of this study focuses mainly on the impact of product pricing positioning strategies and quality position strategies on the customer’s choice of cosmetic products. 265 structured questionnaires were administered but only 247 were correctly filled and returned by the respondents. Multiple regression technique was used in analyzing the data with confidence level at 0.05. Result showed that there is moderate positive relationship between price positioning strategies and customer choice of cosmetic product having = 0.684 and p value = 0.000 and quality positioning strategies = 0.73 and p-value = 0.000 which implies that 0.73 increase in quality positioning of cosmetic products will lead to 73% increase in the choice made by customers of cosmetic products in Lagos state, Nigeria. This study therefore concludes that price positioning strategies and quality positioning strategies have moderate positive impact on the customer choice of cosmetic products and the study recommended that manufacturers of cosmetic should be proactive and strategic in handling these key elements to build long lasting relationship with their customers.
Description
Keywords
Product Positioning, Price Positioning Strategies, Quality Position Strategies, Cosmetics
Citation
Olowo, A. A., BELLO, K. A., Imouokhome, E. O., Abdulraheem, M. (2019): Product positioning strategies and customers’ choice of cosmetic products in Lagos State Nigeria. Ilorin Journal of Administration and Development(IJAD) 5(1), 64-73. Published by the Department of Public Administration, Faculty of Management Sciences, University of Ilorin.