Consumer imagery

Consumer Behaviour - Consumer Imagery

1. CONSUMER IMAGERY ASNAD P A

2. When consumers’ attempt to preserve or enhance their self image by buying products & brands or patronizing services which they believe are congruent with their self images and avoiding which are not then this phenomenon is known as Consumer Imagery CONSUMER IMAGERY

3. Product positioning and Repositioning Perceived Price Perceived Quality Price-Quality Relationship Perceived Risk ISSUES

4. How the product is positioned in the minds of consumer Eg : Complan for growing tall Boost for Stamina PRODUCT POSITIONING

5. Positioning against Competitor (7 Up’s slogan “the Un-Cola”) Positioning based on specific benefit(“Horlicks for women”) Finding Un-owned position(“Samsung Galaxy Note into Phablet Market”) Filling Several Positions(“ Garnier , Himalaya”) POSITIONING STRATEGIES

6. Deals with what the consumer feels about the price of the product. High Fair Low PERCEIVED PRICE

7. Satisfaction Based Pricing Food items Relationship Pricing Regular Customer Efficiency Pricing Same service at different rates Pricing Strategies Focused on Perceived Value

8. Expects high quality from Trusted brands China Vs Samsung Smart Phone PERCEIVED QUALITY

9. Perception of price as an indicator of product quality Higher the price higher the perceived quality of the product PRICE/QUALITY RELATIONSHIP

10. The degree of uncertainty perceived by the consumer as to consequences of purchase decision High Risk Perceivers – Safe alternatives Low Risk Perceivers – Wide range of alternatives PERCEIVED RISK

11. Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk TYPES OF RISK