Özet:

The importance of brand positioning, which is the effort of finding a different place in the minds of consumers than the rivals, increased as a result of the high competition between brands. To identify the current perception of the consumer forms the first phase of these efforts. Identifying consumers’ perceptual maps guides positioning decisions. In this study multi-dimensional scaling analysis was used to identify the perceptual maps of university students on laptop markets where the competition is high. The data was obtained by evaluation of similarities of the brand pairs and evaluation of the certain features of the brands. Functional and aesthetic features were obtained as two dimensions in the end of analysis. In the research, laptop brands were evaluated in terms of these two dimensions.

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