Thursday, 20 April 2017

Promoting Products to Satisfy a Real or Perceived Customer Need

Perception:
A belief or opinion, often held by many people and based on how things seem.

Need:
To have to have something, or to want something very much.

Are perceptions always right?
Click on the picture:


What perceptions are being used here?



Perception / Need: Value or quality

The customer’s perception of the price charged is an important determinant of the final pricing decision. 

McDonalds classifies its products into 3 categories namely the branded affordability (BA), branded core value products (BCV) and premium (Pr).
Branded affordability:



Branded core value:

Premium:




How is this demonstrated on their website. Look here.

This has been done to satisfy consumers with different perceptions of the importance of price or quality.

Perception / Need: to eat a healthy diet
Click on the picture.

Are the following needs real or perceived?