IJFANS International Journal of Food and Nutritional Sciences

ISSN PRINT 2319 1775 Online 2320-7876

A Study on Positioning Strategies and its Impact on Consumer Behaviour with special reference to Nutritional Products Exclusively meant for Women During Pregnancy

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Dr. Nilesh Anute,Dr. Asita Ghewari,Dr. Harshal K. Raje

Abstract

The current paper deals with the issue of examining the purchase behavior of pregnant women and their impact on the positioning strategies used by nutritional products exclusively meant for them during pregnancy. The findings show that the concerned product samples were positioned to reach out to new consumers which were mostly health-conscious, young women. 4 basic positioning strategies have been used by the researcher which are competitive positioning, product positioning, situational positioning, and perceptual positioning. A sample of 133 pregnant women who were between 2-7 months in their pregnancy was considered for the purpose of the study. The findings of the study show that the nutritional products exclusively meant for pregnant women are positioned in a competitive manner, while they are positioned in the situational and perceptual context which were generated by their health-consciousness and young age. Positioning strategies have a fair impact on the buying behaviour of the consumers.

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