This document discusses various aspects of consumer imagery and perception. It explains that consumer imagery refers to consumers buying products that align with their self-image. It then outlines issues like product positioning, perceived price, quality, and risk. It provides examples of how products are positioned for specific benefits. Finally, it examines strategies for positioning and discusses factors that influence a consumer's perception of price, quality, and risk.

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