Brand Positioning of Hygienic Products using Perceptual Mapping Technique

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 2

Year of Publication : 2020

Authors : Jennilyn C. Mina

10.14445/23939125/IJEMS-V7I2P121

How to Cite?

Jennilyn C. Mina, "Brand Positioning of Hygienic Products using Perceptual Mapping Technique," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 2, pp. 142-150, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I2P121

Abstract:

This study focused on identifying the brand positioning of the selected hygienic products in the Philippines, which include shampoo, bar soap, and toothpaste. It describes the consumer’s profile which includes sex, civil status, employment status, monthly income, age, and highest educational attainment. Likewise, the choice of brands of the consumers and the factors or attributes they were looking for the brands on shampoo, bar soap, and toothpaste are the independent variables. The dependent variable is Brand Position and the Perceptual Map of the different brands of Shampoo, Bar Soap, and Toothpaste based on the answers of the 365 consumers–respondents from Barangay Poblacion, San Isidro, Nueva Ecija 3106. The findings have shown that the majority of the consumers were female, single, unemployed, earning 15,000 and below, and high school graduates; the number one brand of choice was Palmolive in shampoo, Dove in bar soap, and Colgate in toothpaste. The number one attribute that consumers were looking for in shampoo is the brand that could give a gentle look to their hair; the number one attribute that consumers were looking for in bar soap is the brand that could protect their skin from germs and viruses because of the antibacterial quality; the number one attribute that consumers were looking for in toothpaste is the brand that has antibacterial ingredients that helps clean their teeth; The market share of Palmolive, Sunsilk and Dove were almost the same. However, the perception of individual consumers varies dramatically, specifically in terms of the level of softness and gentleness of hair that they obtain from the specific product. More so, the Palmolive obtained the highest score where incomes to the level of "gentle look" while "soft and shiny" for Sunsilk products; The dimensional attributes of the top five leading brands of bar soap in the industry, whereas the Dove brand of soap captured the highest level of market share in the industry with 42.41%. Also, the researchers were able to determine that the consumers considered the level of cleanliness and protection that they could obtain upon purchasing or buying a certain brand of soap; and the end-users determined two main characteristics of toothpaste, whereas the Colgate dominates the market share of the entire industry and the most leading brand specifically in terms of the level of antibacterial factor that the consumer can obtain.

Keywords:

brand positioning, hygienic products, perceptual mapping technique, shampoo, bar soap, toothpaste

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