CONSUMER IMAGERY

Meaning Meaning Meaning.. Meaning..

Imagery is the kind of associations a brand Imagery is the kind of associations a brand
could get linked with over a period of time. It
has an impact on how consumers perceive has an impact on how consumers perceive
the brand and how they will react to it in the
long run long run.
B d i l i t t l i Brand imagery plays an important role in
shaping the association in the consumer's
h O i ti d l d it psyche. Once an association was developed it
stayed with consumers for a long time.
What is Consumer imagery? What is Consumer imagery?
When consumers attempt to preserve or enhance their W e co su e s atte pt to p ese ve o e a ce t e
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.
Eg:-Fast Track and Sonata brands are both from
Titan but have a clear image with regard to their
target segment associations target segment associations.
Examples. Examples.
For several years, Robin Blue was associated
with whiteness in fabric wash The packaging with whiteness in fabric wash. The packaging
and the bird on it symbolized whiteness and
was a household brand was a household brand.
Bajaj Scooters had a `family vehicle' image Bajaj Scooters had a family vehicle image.
Horlicks had a `drink for the
sick' association a few decades
ago. g
Issues In Consumer Imagery Issues In Consumer Imagery Issues In Consumer Imagery Issues In Consumer Imagery
Product Positioning and Repositioning Product Positioning and Repositioning
Perceived Price
Perceived Quality Perceived Quality
Price-Quality Relationship
Perceived Risk Perceived Risk
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Product positioning Product positioning
It conveys the concept of the product or service in terms of
h it f lfill d how it fulfills a consumer need.
Eg: Eg:-
Pears Glycerine based & Pure
Dove Moisturizing Dove- Moisturizing
Boost Stamina
Complan Growing tall Complan Growing tall
Big Bazar The best quality at the lowest of prices
Colgate An anti tooth decay toothpaste Colgate An anti tooth decay toothpaste
Positioning Strategies Positioning 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
' k f f i ) men's market for fairness creams)
Filling Several Positions ( Garnier) Filling Several Positions ( Garnier)
Perceived price Perceived price pp
What is the image as far as pricing is concerned (high,
low or fair) low or fair).
Perceptions of price unfairness can affect consumers
ti f th t d t i d l ill b perceptions of that product or service and also will be
a hindrance in patronizing that store or service.
Types of pricing strategy:-
SATISFACTION BASED PRICING (Mc Donalds)
RELATIONSHIP PRICING (Banks) RELATIONSHIP PRICING (Banks)
Pricing Strategies Focused on Pricing Strategies Focused on
Perceived Value Perceived Value
Satisfaction-based Pricing
R l ti hi P i i Relationship Pricing
Efficiency Pricing
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Issues in Perceived Price Issues in Perceived Price Issues in Perceived Price Issues in Perceived Price
Reference prices
Internal Internal
External
Reference prices are of two types:-
INTERNAL REFERENCE PRICING
EXTERNAL REFERENCE PRICING
High external pricing is used in ads by companies to persuade High external pricing is used in ads by companies to persuade
customers and internal pricing which with time changes is retrieved
by 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 Objective Tensile and Objective
Price Claims Price Claims
Evaluations least favorable for
ads stating the minimum
discount level
Ads stating maximum discount
levels are better than stating a levels are better than stating a
range
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Perceived Quality Perceived Quality Perceived Quality Perceived Quality
Perceived Quality of Products
Intrinsic vs. Extrinsic Cues
Perceived Quality of Services
Price/Quality Relationship
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Price/Quality Relationship Price/Quality Relationship Price/Quality Relationship Price/Quality Relationship
The perception of price as an indicator of product quality
( h hi h h i h hi h h i d (e.g., the higher the price, the higher the perceived
quality of the product).
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15
(continued)
Figure 5-9 (continued)
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Perceived Risk Perceived Risk Perceived Risk Perceived Risk
The degree of uncertainty perceived by the The degree of uncertainty perceived by the
consumer as to the consequences (outcomes) of a
specific purchase decision.
High-risk perceivers are narrow categorizers
Limit their choices to safe alternatives
Low-risk perceivers are broad categorizers
Wide range of alternatives preferred
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Types Types of Risk of Risk Types Types of Risk of Risk
Functional Risk
Physical Risk
Financial Risk
P h l l R k Psychological Risk
Time Risk
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How Consumers Handle Risk How Consumers Handle Risk How Consumers Handle Risk How Consumers Handle Risk
Seek Information Seek Information
Stay Brand Loyal
Select by Brand Image Select by Brand Image
Rely on Store Image
Buy the Most Expensive Model Buy the Most Expensive Model
Seek Reassurance
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Perception and Marketing Strategy Perception and Marketing Strategy Perception and Marketing Strategy Perception and Marketing Strategy
Make perceptual selection work in your
favour
Increase accidental exposure
Use the j.n.d
Draw attention to your ad using contrast and other principles y g p p
Find creative ways to reduce blocking
Ensure that consumers organize and interpret
messages correctly messages correctly
Develop suitable consumer imagery
Find ways to reduce perceived risk
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