A Study of Customers' Perceptions of Brand Positioning In Iranian Banks Using Perceptual Map Technique (Case Study: Melli and Parsian Banks in Tehran)

Document Type : Research Paper

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Abstract

One important concept, which plays a critical role in marketing, is positioning and in this case brand positing. In order to identify the competitive position and status of bank brands, Melli Bank (public) and Parsian Bank (private) were selected to be assessed through the perspectives of their customers. Besides, an attempt has been made to draw a perceptual map of the brands of Melli and Parsian Banks based on the fundamental concepts of the marketing science. The current study is practical in aim and survey in method of data collection. The research population consists of all the customers of the two banks of Melli and Parsian. A number of the branches of the two banks were selected through multi-stage cluster sampling. 390 customers of these branches were randomly selected. Then, questionnaires were used as research instrument to assess customers’ views. According to the results obtained from the tests and the perceptual maps, Parsian Bank was found to render a better position in comparison to Melli Bank in all the seven marketing service variables. Thus, it can be concluded that Parsian Bank is in a better position than Melli Bank.

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