2nd Personality Consumer Imagery Lec

8/12/2019 2nd Personality Consumer Imagery Lec

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CONSUMER IMAGERY



....

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.



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

.



Examples….Examples….

For several years, Robin Blue was associated.

and the bird on it symbolized whiteness and was a ouse o ran .



` ' .

Horlicks had a `drink for thesick' association a few decadesa o.



Perceived Price

Price-Quality Relationship

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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 –



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



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)



Pricing Strategies Focused onPricing Strategies Focused onPerceived ValuePerceived Value

Satisfaction-based Pricing e at ons p r c ng

Efficiency Pricing

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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

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Tensile and ObjectiveTensile and ObjectivePrice ClaimsPrice Claims

Evaluations least favorable forads stating the minimumdiscount level

Ads stating maximum discountrange

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Perceived Quality of Products◦

Intrinsic vs. Extrinsic CuesPerceived Quality of ServicesPrice/Quality Relationship

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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).

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(continued)



Figure 5-9 (continued)

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Functional Risk

Physical Risk Financial Risk Psychological Risk

Time Risk

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Stay Brand Loyal

Rely on Store Image

Seek Reassurance

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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

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2nd Personality Consumer Imagery Lec