• Ravishankar S Ulle
• Kotresh Patil
• Dr. Aparna J Varma
• Dr. A N Santosh Kumar
• Dr. T P Renuka Murthy

Abstract: Brand positioning is a process of creating an image in the minds of customers on the product by the company. The main objective of the study was existing brand positioning strategies of Yamaha R15 at Scarlet Yamaha. To evaluate the effect of brand positioning strategies on the purchase decision of customers. To identify the features of Yamaha R15 which influence the customers in making a purchase decision and to study the brand elements of Yamaha R15 at Scarlet Yamaha with respect to brand positioning. Here a study was conducted on brand positioning at Scarlet Yamaha Pvt. Ltd. various influencing factors like brand value, customer insights, customer income status, brand character, brand elements were considered for the study. The research done was descriptive in nature with the sample size of 100. The results were obtained by using SPSS 2.02 version software. T-test, ANOVA, ONEWAY Test, correlation test were been done to check out the factors of influence.

Index words: Brand positioning, positioning strategies, and brand awareness

"Impact of Brand Positioning on Consumer Purchasing Decision Of R15 at Scarlet Yamaha Pvt. Ltd. Mysuru", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.825-829, August-2018, Available :http://www.jetir.org/papers/JETIR1808604.pdf

"Impact of Brand Positioning on Consumer Purchasing Decision Of R15 at Scarlet Yamaha Pvt. Ltd. Mysuru", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp825-829, August-2018, Available at : http://www.jetir.org/papers/JETIR1808604.pdf