Date post: | 03-Jun-2018 |
Category: |
Documents |
Upload: | nitschawla |
View: | 222 times |
Download: | 0 times |
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 1/20
CONSUMER IMAGERY
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 2/20
....
could get linked with over a period of time. It
the brand and how they will react to it in the.
ran magery p ays an mpor an ro e nshaping the association in the consumer'spsyc e. nce an assoc a on was eve opestayed with consumers for a long time.
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 3/20
What is Consumer imagery?What is Consumer imagery?When consumers’ attem t to reserve or enhance their
self image by buying products & brands or patronizingservices which they believe are congruent with their self-images and avoiding which are not then this phenomenon is
known as consumer imagery.
Eg:-Fast Track and Sonata brands are both fromTitan but have a clear image with regard to their
.
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 4/20
Examples….Examples….
For several years, Robin Blue was associated.
and the bird on it symbolized whiteness and was a ouse o ran .
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 5/20
` ' .
Horlicks had a `drink for thesick' association a few decadesa o.
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 6/20
Perceived Price
Price-Quality Relationship
6
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 7/20
Product positioningProduct positioning
It conveys the concept of the product or service in terms ofow u s a consumer nee .
g:-Pears – Glycerine based & Pure
-Boost – Stamina
–Big Bazar – The best quality at the lowest of prices –
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 8/20
Positioning StrategiesPositioning Strategies
Umbrella Positioning (Sony, McDonalds, LG)
Positioning Against the Competitor (7 Ups’ slogan “the Un-Cola”)
Positioning based on Specific Benefit (Horlicks for Women, FedEx“When its absolutely, positively has to be there overnight”)
Finding an “Un-owned” Position (When Fair & Lovely entered the
men s mar et or a rness creams
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 9/20
Perceived ricePerceived riceWhat is the image as far as pricing is concerned (high,
.
Perceptions of price unfairness can affect consumers percep ons o a pro uc or serv ce an a so w ea hindrance in patronizing that store or service.
Types of pricing strategy:-
SATISFACTION BASED PRICING (Mc Donalds)
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 10/20
Pricing Strategies Focused onPricing Strategies Focused onPerceived ValuePerceived Value
Satisfaction-based Pricing e at ons p r c ng
Efficiency Pricing
10
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 11/20
Reference prices
◦ Internal◦
ExternalReference prices are of two types:-
INTERNAL REFERENCE PRICING
EXTERNAL REFERENCE PRICING customers and internal pricing which with time changes is retrievedby the consumer from memory.
Eg:-Prices of computers declined sharply due to competition and
manufacturers abilities to produce them more cheaply
11
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 12/20
Tensile and ObjectiveTensile and ObjectivePrice ClaimsPrice Claims
Evaluations least favorable forads stating the minimumdiscount level
Ads stating maximum discountrange
12
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 13/20
Perceived Quality of Products◦
Intrinsic vs. Extrinsic CuesPerceived Quality of ServicesPrice/Quality Relationship
13
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 14/20
The perception of price as an indicator of product quality
e.g., t e ig er t e price, t e ig er t e perceivequality of the product).
14
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 15/20
15
(continued)
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 16/20
Figure 5-9 (continued)
16
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 17/20
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 18/20
Functional Risk
Physical Risk Financial Risk Psychological Risk
Time Risk
18
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 19/20
Stay Brand Loyal
Rely on Store Image
Seek Reassurance
19
8/12/2019 2nd Personality Consumer Imagery Lec
http://slidepdf.com/reader/full/2nd-personality-consumer-imagery-lec 20/20
Make perceptual selection work in your
favour◦ Increase accidental exposure◦ Use the j.n.d◦ Draw attention to our ad usin contrast and other rinci les◦ Find creative ways to reduce blocking◦ Ensure that consumers organize and interpret
◦ Develop suitable consumer imagery◦ Find ways to reduce perceived risk
20