consumer behaviour lecture
TRANSCRIPT
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Consumer BehaviourLecture 12
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Product PositioningPlacing a brand in the market where it will have a favorable reception compared to competing productsPositioning The image a brand has in the mind of the consumer
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Product PositioningHow a product is positioned?Offering a featureOffering a benefit
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Product PositioningExamples (Offering a feature)It's Uncola Never Had It, Never Will (reference to not containing caffeine)
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Product PositioningExamples (Offering a feature)No its not that
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Product PositioningExamples (Offering a feature)We try harder
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Product PositioningExamples (Offering a feature)
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Product PositioningExamples (Offering a benefit)Good to the last drop
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Product PositioningMulti positioning strategyUmbrella positioning strategy
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Product PositioningReasons to Re-Position Product Original position is a mistakeFor premium price
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Product PositioningReasons to Re-Position Product Example
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Positioning ServicesSurrogate cues
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Perceptual MapHelps understand how product or brand appears in relation to competitors product brandHelps see gaps in positioning of all brands and unmet needs
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Perceptual MapPriceTaste/ sweetness
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Perceptual Map of Brand ImagesClassy, distinctive proudConservative, older peopleSpirited performance, young people, fun, sportyPractical, fuel efficient, affordableLincolnCadillacMercedesOldsmobileChryslerBuickBMWPontiacLexusPorscheHondaChevroletNissanToyotaHyundaiVWFordDodge
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Quality of ProductConformancePerformance
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Gronroos Perceived Service Quality Paradigm
Expected QualityExperienced QualityTotal Perceived QualityMarket CommunicationImageWord-of-mouthCustomer needsImageFunctional Quality: HowTechnicalQuality: What
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Quality of ServicesCustomers ExpectationMarketers UnderstandingMarketers DeliveryCustomers PerceptionGap 1Gap 3Gap 21
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Quality of ServicesFive factors to measure quality of servicesReliabilityAssuranceResponsivenessEmpathyTangibility
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Retail outlet, country of origin and manufacturers image have direct impact on perception of quality