Application of consumer experience research methods in determining the effectiveness of business positioning

Abstract

Purpose: to determine the value of positioning in strategic marketing and its place in the marketing strategy; to offer a comprehensive model for assessing the effectiveness of positioning for organizations. Discussion: based on the point of view that positioning, being the result of the implementation of a marketing strategy, lies in the field of long-term management decisions and requires performance evaluation to reduce the degree of uncertainty, risks and costs, the authors offer a comprehensive model based on the assessment of the organization’s positions by consumers who respond to the value and positioning broadcast by the company. Results: the authors propose a comprehensive methodology for determining the effectiveness of positioning, based on the assessment of consumer properties according to the Kano model and the matrix of subjective and objective assessments of Simon. Based on the results of building the model, recommendations for use in the organization and directions for improving their effectiveness of positioning and marketing strategy are given.