Progressive Sets Involved in Customer Decision Making

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´╗┐Progressive Sets Involved in Customer Decision Making Total Set Awareness Set Consideration Set Choice Set Decision Philips LG Samsung Sansui Onida Videocon Sony BPL Hitachi Akai National Aiwa LG Samsung Sansui Onida Videocon Sony BPL Akai Aiwa LG Samsung Sansui Onida Videocon Aiwa Sansui Onida Videocon ? FISHBEIN MULTI-ATTRIBUTE MODEL FOR BUYING

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Differentiation Strategies Product Service Personnel Channel Image

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Product frame Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer preparing Customer counseling Maintenance Product Differentiation

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Positioning Act of planning the organization's putting forth and picture to possess an unmistakable place in the brain of the objective market.

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Points-of-contrast (PODs) Attributes or advantages purchasers firmly take up with a brand, emphatically assess, and trust they couldn't discover to a similar degree with a focused brand Points-of-equality (POPs) Associations that are not really extraordinary to the brand but rather might be imparted to different brands Defining Associations

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Points-of-Parity Points-of-equality (POPs) are affiliations that are not really exceptional to the brand but rather may in certainty be imparted to different brands. These 2 sorts of affiliations 1) Category purposes of-equality Consumers see as vital to be a true blue and solid offering inside a specific item or administration classification. They speak to vital conditions yet not really adequate for brand decision. Focused purposes of-equality Designed to nullify contenders' purposes of-distinction.

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Points-of-Parity Versus Points-of-Difference To accomplish a state of-equality on a specific quality or advantage, an adequate number of buyers must trust that the brand is "sufficient" on that measurement There is a "zone" or "scope of resilience or acknowledgment" with purposes of-equality The brand does not truly need to be viewed as equivalent to contenders, however customers must feel that the brand wells enough on that specific trait or advantage With purposes of-contrasts, the brand must show clear prevalence Often the key over situating is not really as accomplishing a state of-contrast as in accomplishing purposes of-equality

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Consumer Desirability Criteria for PODs Relevance Distinctiveness Believability

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Establishing Category Membership Often advertisers must advise shoppers of a brand's classification participation. With the presentation of new items, particularly when the classification enrollment is not obvious. Brands are infrequently associated with classes in which they don't hold enrollment. The favored way to deal with situating is to illuminate purchasers of a brand's participation before expressing its purpose of-distinction. There are three approaches to pass on a brand's classification participation: Announcing classification benefits. Contrasting with models Relying on the item descriptor .

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Deliverability Criteria for PODs Feasibility Communicability Sustainability

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Low-value versus Brilliant Taste versus Low calories Nutritious versus Great tasting Efficacious versus Gentle Powerful versus Safe Strong versus Refined Ubiquitous versus Select Varied versus Straightforward Examples of Negatively Correlated Attributes and Benefits

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Addressing Negatively Correlated PODs and POPs Present independently Leverage value of another substance Redefine the relationship

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Criterias for POD Decide at which level (s) to stay the brand's purposes of-contrasts At the least level are the brand traits . At the following level are the brand's advantages . At the top level are the brand's qualities . Explore has demonstrated that brands can in some cases be effectively separated on apparently superfluous traits if buyers gather the best possible advantage.

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Value Propositions Perdue Chicken More delicate brilliant chicken at a direct premium value Domino's A decent hot pizza, conveyed to your entryway inside 30 minutes of requesting, at a direct cost

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Positioning precious stone Against whom? Why me? For Whom? What Am I? Build up classification to partner and contrast and Identify the key distinction

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POSITIONING LOW PRICE IDLI VEG SANDWICH SAMOSA LOW NUTRITION HIGH NUTRITION OATS B.FAST CEREALS HIGH PRICE

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POSITIONING SOFT ON HANDS ARIEL SURF HENKO POOR CLEANSER SUPERIOR CLEANSER RIN WHEEL NIRMA ROUGH ON HANDS

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Writing a Positioning Statement Mountain Dew: To youthful, dynamic soda purchasers who have little time for rest, Mountain Dew is the soda pop that gives you more vitality than whatever other brand since it has the most elevated amount of caffeine.

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