Abstract

The aim of the study is to investigate the effects of product positioning strategies on the intention of X generation. In this respect, the implementation of structural equality model and product positioning strategies were analyzed based on technology acceptance model. In the research eleven smart phone brands, which are easily available in the Turkish market, were examined and comparative analyses were made based on X generation in Çankırı and Ankara provinces. In the study, which has reached 964 pieces of data, four product positioning strategies were adapted to the product and results that match the characteristics of the generation were achieved. In the study, the results of the X generation were found to be influenced by price-based positioning strategy and design-based positioning strategy in both residential locations was not affected by the other positioning strategies.