Consumer Behavior and Branding Techniques

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is primarily assessed through gratification sets?

The marketing techniques used by competitors

The psychological, social, and physical gratification provided by products (correct)

The historical background of products

The financial success of brands

Which technique is used to attribute personality to a brand?

Surveys about consumer preferences

Competitive analysis

Brand loyalty index

Personification (correct)

What is the aim of animation sets in brand analysis?

To measure the effectiveness of advertisements

To analyze market trends for effectiveness

To predict consumer purchasing behavior

To identify the underlying personality, image, and perceptions of a brand (correct)

What criterion is important for ensuring respondent neutrality?

Avoiding biases related to demographics Signup and view all the answers

Which of the following is NOT a focus of animation sets?

Current market share of the company Signup and view all the answers

In the context of the response photographs, what is essential according to the criteria provided?

Avoiding any potentially offensive imagery Signup and view all the answers

Which of the following best defines the term 'gratification sets'?

Tools to identify multi-faceted consumer satisfaction Signup and view all the answers

What does the personification technique allow respondents to do?

Project a personality into a stimulus Signup and view all the answers

What is the primary focus of the implicit consumer behavior model?

Understanding unconscious and instinctive dimensions of consumer behavior Signup and view all the answers

Which technique closely resembles the Freudian method of Free Association?

Projective techniques Signup and view all the answers

What is the purpose of using ambiguous stimuli in projective techniques?

To elicit spontaneous and interpretive responses Signup and view all the answers

Which of the following best describes the function of the implicit model?

To offer personality and identity insights for brands and products Signup and view all the answers

Which of the following researchers contributed to the development of projective techniques?

Freud, Atkinson, and Day Signup and view all the answers

What does the implicit model facilitate in terms of consumer research?

Exploration of deeper psychological aspects of consumer preferences Signup and view all the answers

What characteristic is essential for the stimuli used in projective techniques?

They should allow for varied interpretations Signup and view all the answers

What is a significant outcome of utilizing standardized research methods in consumer behavior studies?

Greater insights into the unconscious aspects of consumer behavior Signup and view all the answers

Which of the following words is synonymous with 'wild' in the context provided?

Aggressive Signup and view all the answers

In the context of the descriptions given, which word best reflects a negative quality?

Loud Signup and view all the answers

Which of the following traits is least compatible with 'common'?

Different Signup and view all the answers

Which of these terms could describe a person who is both 'unsophisticated' and 'old-fashioned'?

Traditionalist Signup and view all the answers

Which term would be considered the opposite of 'foreign' based on the given context?

British Signup and view all the answers

Which term implies a more positive connotation compared to 'bad-tempered'?

Playful Signup and view all the answers

Which of the following words could be used to describe someone who is both 'large' and 'common'?

Big Signup and view all the answers

Which of these words does not relate to the concept of being 'serious'?

Playful Signup and view all the answers

Which animal represents Kingsmill in the brand image study?

Lion Signup and view all the answers

What characteristic is associated with the Mondeo brand?

Moderate Signup and view all the answers

Which coffee brands were represented by the same animal in the study?

Gold Blend and Kenco Signup and view all the answers

What animal is associated with the Hovis brand?

Squirrel Signup and view all the answers

How is the Porsche characterized in relation to the coffee brands it represents?

Luxury Signup and view all the answers

Which of the following phrases is NOT used to describe animal photographs?

Traditional Signup and view all the answers

What is a common descriptor for animals that project an everyday image?

Timid Signup and view all the answers

What characteristic differentiates the Mondeo from Porsche and Morgan brands?

Moderateness Signup and view all the answers

How do respondents typically use animals to interpret brand image?

By associating characteristics with brand traits Signup and view all the answers

What phrase best describes the common characteristics associated with wild animals?

Fast-moving and strong Signup and view all the answers

Which words best represent the contradictory traits in the animal descriptions?

Aggressive and timid Signup and view all the answers

Which animal trait is paired with being solitary?

Powerful Signup and view all the answers

In terms of brand image consistency, what is indicated about the choices made by respondents?

They show high levels of discrimination Signup and view all the answers

Which brand is characterized as having a group-oriented and communal personality?

Mondeo Signup and view all the answers

What is the primary purpose of presenting an independent set of respondents in the context of brand-image measurement?

To identify the unique personality of the stimulus Signup and view all the answers

What method is suggested for determining the congruence between a product's personality and consumer perception?

Employing structured repertory grids for comparisons Signup and view all the answers

What is a critical factor for multinational corporations looking to adapt to new markets?

Understanding the local consumer culture Signup and view all the answers

How can empirical measures of goodness-of-fit between brands and their perceived personalities be established?

By comparing response profiles to dominant symbols Signup and view all the answers

What is indicated as a suitable method for transferring brand-image research overseas?

Employing structured repertory grids absent of language Signup and view all the answers

What challenge is mentioned regarding brand-image measurement in different countries?

The absence of a universal language Signup and view all the answers

Why is it imperative for consumer product firms to research appropriate countries before launching products?

To tailor product features to consumer preferences Signup and view all the answers

What aspect does the document emphasize about measuring brand-image across different markets?

The potential for diverse consumer associations with brands Signup and view all the answers

Study Notes

Identifying Consumer Behaviour

The article discusses identifying the ultimate psychological, social, and physical gratification that consumers derive from products, brands, etc.

Projective Techniques

Researchers present subjects with ambiguous stimuli for open-ended responses
Aim: To understand unconscious and instinctive dimensions of consumer behaviour

Implicit Model

Provides both personality and identity for an object
Examples:
Animal photographs representing brands
Cars representing brand image

Personification in Branding

Using personification, respondents project a personality onto the stimulus (e.g., brand, product, company)
This method helps attribute a personality to a brand

Case Study: Bread and Coffee Brands

Kingsmill bread was represented by a lion and a Porsche, Morgan, Mondeo, implying high status.
Gold Blend and Kenco coffee were both represented by the Porsche, again signifying high status.
Mellow coffee was represented by a Mondeo, reflecting a more moderate brand image.

Data Collection: Structured Repertory Grids

Subjects are presented with unstructured grids to describe the chosen animal photographs.
The grids contain words and phrases like:
Mischievous, Cunning, Aggressive, Friendly, Gentle, Common, Powerful, Wild, etc.
This allows for a comprehensive analysis of brand personas.

Future Research

Further research could focus on:
Determining if the selected stimulus's unique personality aligns with the actual image consumers hold of the product.
This could involve:
Presenting an independent set of respondents with structured repertory grids.
Having them select characteristics associated with a particular brand
Comparing response profiles to determine if the brand's personality aligns with the chosen stimulus.

Global Branding Considerations

As global markets expand, multinational companies are increasingly interested in understanding brand image across different countries.
The article emphasizes the importance of:
Conducting research in the appropriate countries to obtain relevant data.
Ascribing a personality to a photograph specific to each country.

Measuring Brand Image

The article suggests that a standardized research method is necessary to measure brand-image across different countries.
This method should use a combination of:
Projective techniques (like Free Association methods).
The application of the implicit model for data interpretation.
By examining the association of certain animal or object images with a brand across various regions, researchers can gain valuable insights into its global appeal and positioning.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

This quiz explores various techniques used to identify consumer behavior, including projective techniques and branding strategies. Understand how consumers derive psychological and social gratification from products, and how brands are personified to reflect their identity. Test your knowledge on the case studies of different brands and their representations.