Successive 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
FISHBEIN MULTI-ATTRIBUTE MODEL FOR BUYING
Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market.
Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Associations that are not necessarily unique to the brand but may be shared with other brandsDefining Associations
Points-of-parity (POPs) are associations that are not necessarily
unique to the brand but may in fact be shared with other brands.
These 2 types of associations
1) Category points-of-parity
Designed to negate competitors’ points-of-difference.
Taste vs. Low calories
Nutritious vs. Good tasting
Efficacious vs. Mild
Powerful vs. Safe
Strong vs. Refined
Ubiquitous vs. Exclusive
Varied vs. SimpleExamples of Negatively Correlated Attributes and Benefits
What Am I?
SOFT ON HANDS
ROUGH ON HANDS
To young, active
soft-drink consumers who have
little time for sleep, Mountain Dew
is the soft drink that gives you
more energy than any other brand
because it has the
highest level of caffeine.