Asian Journal of Research in Business Economics and Management

Positioning is essentially related to the mind of the consumers. Positioning is an effort made by the marketers to influence the consumer's perception of brand/product relative to the perception of the competing brand/product. The positioning ultimately depends on the consumer, how they perceive the quality, attributes, value, price, and image of the brand/product. The purpose of this study was to investigate those factors that plays critical role in positioning of multinational fast food restaurants. The study also tries to establish obtainable position in respect of some selected attributes of the different multinational fast food restaurants in the market by using discriminant analysis and it came out with success in ascertaining the position of the multinational fast food restaurants in the mind of customers. Moreover, to point the position of the multinational fast food restaurants in the market perceptual maps was drawn. In order to accomplish the objectives of the study, a sample of 100 consumers were taken by using convenience sampling technique Suggestions were made on the basis of data collected and perceptual map.