Consumer Imagery

CONSUMER IMAGERY Consumers have certain perceptions or names applicable to consumer behavior. These acknowledge: (i) ego Image.

Each individual has a perceived image of himself or herself with certain traits, habits, possessions, relationships and behavior. They are unique and basses on ones accent and past experiences. Consumers buy products they perceive to be congruent with their self-image. Self image can be ideal (how they would like to be perceive themselves) actual (how they would like to perceive themselves) and expressed self-concept (how they expect to see themselves at some future date). As self-concept changes all over time, so does product and brand preference also change.

Self-image has strategy implication for markets e.g. they can segment their markets on the basis of relevant consumer self images and position their products appropriately e.g. different KBL beer brands.

(ii) Product billet.

The vogue a product is perceived or positioned by a consumers is probably more important than what it actually is.

Product positioning is the essence of the marketing mix. It converges what the meaning of the product is and how it can carry out the consumer needs. It compliments the companys segmentation strategy and selection of target markets. fortunate positioning is based on consumers reality and familiarity. Marketers use the by-line to position their products.

Brand image: Consumers carry certain perceptions of grouchy brand e.g.



Firestone, the tyre made for Kenya roads, Young executive to BMW and senior executive to Mercedes.

Perceptual planning: Where marketers determine just how their products shape up to consumers in relation to competitive brands. Also to fill the suspension where consumer needs are not being met.

(iii) Product move: It is normally necessary due to events such as rival cutting into brands market share e.g. Omo with powerfoam which competes with Ariel detergent. It may also be necessary due to consumer preferences changing...

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