Perceived value and brand positioning in the sushi industry: a case study on Daruma Sushi
Di Capua, Angelo Joshua (A.A. 2024/2025) Perceived value and brand positioning in the sushi industry: a case study on Daruma Sushi. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 40. [Master's Degree Thesis]
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Abstract/Index
Why Daruma? Personal motivation. Daruma: sushi brand. First signals of problems. Agreement with Daruma’s CEO and CMO. Perceived quality and perceived price in restaurant industry. Definition of perceived price and perceived quality. The impact of perceived quality on customer satisfaction. Objective price and perceived price. Methodology. Research design. Qualitative research: interviews. Quantitative research: survey. Results. Introduction to the analysis. Price vs quality. Authenticity vs quality. Price vs authenticity. Location vs quality. Managerial implications. Overview of key insights. Strategic directions based on positioning maps. Brand identity alignment. Implications for future targeting and offers. Additional analysis on Daruma’s customers. Analysis of the ideal values by sushi consumption type.
References
Bibliografia: p. 36.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Marketing plan & markstrat simulation |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | D'Aniello, Alba |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Sep 2025 08:03 |
| Last Modified: | 25 Sep 2025 08:03 |
| URI: | https://tesi.luiss.it/id/eprint/43282 |
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