Image-Measurement Segmentation

Abstract

Product positioning studies for both new and established products generally involve consumers’ perception of the current product space in terms of the salient product attributes. Perceptions per brand attribute are hypothesized to be a function of direct measurement and brand “image.” The influences of direct measurement and image are separated. The first step in penetrating a product market is to look for segments of rival brand customers for which there is a significant gap between image and direct measurement perceptions. A second consideration is the strength of the “image” in terms of actually changing the direct measurements. The author empirically illustrates how to identify penetrable market segments in terms of image-direct measurement influences and discusses the implications of this type of information in forming a realistic product positioning strategy.