ABSTRACT
This research examines consumer reactions to two common positioning strategies: a single focused specialized strategy in which an option is described by a single feature and an all-in-one strategy where an option is described by multiple features, with the variable of all options being premium luxury. The empirical data presented in this research demonstrate that premium luxury products positioned on multiple attributes are perceived to be equal on all observed attributes to the single focused specialized options on their observed attributes. It is further shown that introducing a premium priced choice within the choice set increases the value of all choices within the set.
Keywords
Positioning, Perceived Value, Decision Making, Positioning Strategy, Compensatory Reasoning, Market Efficiency Zero Sum Heuristic, Luxury Products