Placement of the Services with the help of Perception Maps presented by the GSM Operators Facilitating in Turkey

Abstract

Product placement comes into prominence as a wide and detailed topic reaching the basis to the differentiation in the market. The product placement facilities are to form a specific product perception on the target consumer’s minds. In giving these services, a good marketing communication with the consumers has an important role. In the frame of product placement, the perception maps are used as a visual vehicle. In this study: the aim was to put forth the positioning of the service given by the cell phone operators facilitating in Turkey by the help of perception maps with the data gained by the consumers. Also, another aim was to visually show the different and similar variables of the cell phone operators in the minds of the consumers. In the scope of a literature review a questionnaire has been prepared to identify the similarities and differences between the cell phone operators. The questionnaire has been applied to 521 consumers. As each consumer evaluated the three operators 1563 data has been gained. The evaluation of the data gained after the study was done by discriminant analysis.