BRAND POSITIONING STRATEGIES OF COFFEE SHOPS IN TURKEY, A COMPARATIVE STUDY WITH A CUSTOMER POINT OF VIEW

Abstract

Brand Positioning is a mandatory notion in field of marketing. Although the importance of the observation, however, present is narrow study in the area of positioning, illustrating to how and what brand positioning deviations consumer insights and how positioning productivity can be distinguished. Brands have growing reputation in consumer judgment process with the growing competitiveness in the market. Brand positioning help consumer to choose product that delight their need, arrogate their passions then reward them to inaugurate their position in civilization. The aim to this research is to evaluate the brand positioning strategy of coffee shops in Turkey. This pragmatic research taking through logical analysis the existing literature, notable to the evaluation of a hypothetical background. Coffee shops in Turkey are placing a focus on the brand positioning strategy, it is necessary for the coffee shops to strategically find a way to get a competitive advantage over the others as a marketing strategy, as there exists several competitors. It will discover the significance of Starbucks and Costa Coffee brand positioning. It widely evaluates all the possible aspects which directly or indirectly influence coffee shops. Operationally, coffee shops brand competitiveness can be viewed from the image it transmits and the impact it has in the minds of consumers. The study has been taken by qualitative and quantitative methods of research by conducting a self-structure online questionnaire survey. The questionnaires were completed by consumers. The intent of merging the outcomes of qualitative and quantitative study procedure, methodology taken was apply of Statistical Package for the Social Sciences (SPSS) to establish the outcomes of the primary research. The judgment of the research presented that the brand positioning strategy of coffee shops in Turkey are significantly related to the quality of the factors, which Starbucks achieved and Costa Coffee withdraw from market.