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Information Technology Journal
  Year: 2011 | Volume: 10 | Issue: 7 | Page No.: 1402-1408
DOI: 10.3923/itj.2011.1402.1408
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An Effective Approach to Construct Value-Based Decision Model for Positioning Strategy

Kuei-Feng Chang and Hao-Wei Yang

Perceptual map is often used as a positioning tool for firms in marketing practice; however, this map provides misleading information due to simplified statistical data. This research adopts Delphi method to confirm multiple needs of consumers in cosmetic bundles and constructs a value-based decision model. From these analysis results, firms could utilize advantageous attributes and unique benefits to develop appeal strategy and positioning strategy. Also, compared with two other approaches-simple multi-attribute ranking technique and analytic hierarchy process, firms could obtain more complete results in the real world.
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How to cite this article:

Kuei-Feng Chang and Hao-Wei Yang, 2011. An Effective Approach to Construct Value-Based Decision Model for Positioning Strategy. Information Technology Journal, 10: 1402-1408.

DOI: 10.3923/itj.2011.1402.1408






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