CONSUMER IMAGERY

ASNAD P A

CONSUMER IMAGERY
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

ISSUES

Product positioning and Repositioning

Perceived Price
Perceived Quality
Price-Quality Relationship
Perceived Risk

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

POSITIONING STRATEGIES
Positioning against Competitor (7 Ups
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)

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

Pricing Strategies Focused on

Perceived Value
Satisfaction Based Pricing
Food items

Relationship Pricing
Regular Customer

Efficiency Pricing
Same service at different rates

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

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

PERCEIVED RISK
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

TYPES OF RISK

Functional Risk
Physical Risk
Financial Risk
Psychological Risk
Time Risk