Abstract
ABSTRACT In the marketplace today’s products are typically positioned in one of three ways; a single focused position by which products are described by an individual trait, a comprehensive all in one position in which products are described by more than one trait and an abstract or subjective position where products are described by terms that are abstract of subjective. This research found consumers reactions empirically that a single focused positioned product is perceived to be superior on the single focused trait relative to all in one or abstract positioned products on the same trait. The empirical data in this study found that premium pricing had an effect on all in one and abstract positioned products enhancing the trait being tested. Keywords Positioning, Perceived Value, Decision Making, Positioning Strategy, Compensatory Reasoning, Market Efficiency Zero Sum Heuristic, Price Conditions.
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