4. Introduction
In this PowerPoint presentation, I will
explain the images and perceptions
connected to 5 products, explain what
values the product is associated with,
explain any beliefs connected to the
product, and what has influenced me to
buy this product.
5. I-pod Nano image and perceptions
The image/perceptions connected to this brand or product is that the
person who has an I-pod is cool/hip because it is used by a lot of
celebrities who are considered to be trendsetters and epitomizing
the idea of hipness or coolness which always transfers to the
product that they often use like the I-pod. It is also associated with
that of an easy going person who will naturally choose to use a
product that is sleek, easy to use and small enough to be easily
transportable. The primary purpose of the I-pod which is for
listening to music implies an image of relaxation which is exactly
what the device tries to project : time to lay back, relax and be lost
in the bliss of listening to your favourite tunes. Simultaneously, it
also relates to the image that I-pod users are usually music lovers
simply because they don’t want to be without their music at any
time of the day and so they walk around and do all the usual things
that they have to do while listening to music.
6. What values are associated
with and I-pod nano
A value associated with an i-pod is freedom because when a consumer uses an
i-pod they can choose to listen to what they want when they want to,
anytime, anyplace. It associated with freedom because when they use an i-
pod they get to listen to their music while blocking out or freeing them from
everything else around them. It lets them escape to a free place that is
uniquely theirs. It also provides the value of joy simply because they are
transported to a place of enjoyment brought about by listening to their
favorite music which they associate with good memories or favorite life
moments. Another value connected to the i-pod is conformity because
people buy them because a lot of the people they socialize with have the
same and they want to be able to have the same experience that those
people are having. I bought this product for instance because I saw
everyone else had it and I wanted to be able to do the same things that they
did, I didn’t want to be left out. It may be a simpler form of peer pressure – I
feel compelled to have it because my friends have it and they say it’s too
good to not have.
7. Beliefs connected with the I-
pod nano.
A belief connected to an i-pod is the belief that the I-pod Nano
and the I-tunes system that supports it are global standards
and therefore the most convenient and the best to use.
8. Influences
What may have influenced me to buy this product is how in all i-
pod commercials it shows people having fun and partying
and I wanted to have that too. What may have also
influenced me was the fact that everyone around me had an
i-pod and they all loved theirs, and when I tried theirs it was
amazing. Another thing that influenced me to buy this
product is just the fact that the people at the Apple store are
very good at persuading you to buy things telling you all its
attributes and perks.
9. Image and perceptions
connected to coca-cola
The image connected to coca-cola is relaxed and laid back. This
is because whenever you see someone on TV drinking a
coke they are usually hanging out with their friends chatting
and joking around. This happens not only on TV but in real
life, when people are drinking coke they are hanging out with
their friends or colleagues. Coke gets this value associated
with itself because nowadays, when people hang out, it
becomes second nature to have a drink which usually turns
out to be coke (if it’s non-alcoholic).
10. Values that are connected to
Coke
The value of Fun is associated with Coke because of its
advertisements. In Coke ads, wherever someone drinks Coke, a
party starts up, people start dancing and having fun. All this light-
hearted playfulness has come to be associated Coke. Another
value associated with coke is the image of a winner. In the ads, the
ones who drink coke are the ones who gets all the girls and are the
“popular “ ones. So when a consumer drinks coke they might be
trying to make people think they’re cool. Another value connected to
this product is conformity. Because most people use coke, a lot of
people are influenced to buy this product so they can fit in or have
the same experience as the others or simply just to conform to the
idea that because a lot of people like it, it must be good.
11. Beliefs
The belief associated with Coke is that
“Coke is it!” – that it’s the best, most
readily available soft drink in the world
and it’s fun to drink.
12. Influences
What influenced me to buy this product is the fact that everyone
around me consumes and had fun doing it. I wanted to join
them and have fun as well. Another reason I drink coke is
because it is so refreshing which is how it’s commonly
advertised - when someone is tired or hot they drink coke to
quench their thirst and be refreshed. I also drink coke
because it’s tasty. Coke is know for a very nice sweet taste
and this is one of it’s influences on me and another reason
why I buy it.
13. Adidas Stan Smith Remodel
Shoes Image
The image connected to this product is it’s being laid back and
relaxed. It is a casual type of shoe that may be worn
everyday and not only for a particular purpose like sports
shoes. The shoe does not need to be changed for different
things and is a shoe that you would normally see on a young
teenage boy. Teenage boys are usually hanging out with
their friends and joking. When you add all these things up it
gives this shoe the image of being laid back and relaxed.
14. The values associated to the
Stan Smith Remodel
Athleticism is a value that is associated with this shoe because
the shoe can be used for sports. It has attributes that will
help in sports such as being light, tough, comfortable, etc.
making it a perfect shoe for doing sports. Another value
associated with the Stan Smiths is the value of image/beauty
the Stan Smith are made to look pleasing to the eye and cool
for teenagers. So when a teenager use this product people
around them think they are cool and pleasing to the eye.
People want to look good and cool so they buy this product
and have both. The consumer bought this product so they
can look good (beauty) and so others think they are cool
(image) and that is why the product is associated with
image/beauty.
15. Beliefs
My belief associated with the Adidas shoes
is that they give “street credibility” while
being fashionable and cool.
16. Influence
I think I bought this shoe because of the values
connected to it - athleticism, beauty, and image. I
wanted these values to be part of my identity.
Another reason I bought this product is because
my old shoes were broken and were falling apart
and old and I needed new ones.
17. PS3 image
The image connected to a PS3 is relaxed. It is a product used
during one’s free time in bed or on the couch with friends or
alone, just relaxing. The PS3 gets its image of relaxation
from the consumer doing this. Another image that is
connected to the PS3 is that the consumer is a loser or a
“couch potato” - this is because of TV and that the people
who play video games on TV are fat, middle aged men who
have nothing better to do. So from these people, people get
the image of “couch potatoes” persons from the product.
18. PS3 values
One of the values associated with this product is Power. Power is associated
with this product because when people use it they control someone's life,
someone that’s not them – the protagonists and the antagonists in the
games. They have the power over someone’s life and world. Another value
associated with PS3 is Freedom. Freedom is one of the values of PS3
because when using the PS3 the consumer can escape to practically any
world they want, they have no boundaries, they are free to go where they
want, how they want, and when they want. Yet another value associated
with the PS3 is Competition. Competition is one of the values of the PS3
because when the consumer plays they can compete against anyone in the
world on their computers - they play to win and achieve. The consumer
plays to compete and that is why the PS3 is associated with competition.
19. Beliefs
The belief associated with PS3 is that with
its Blu-ray and internet connectivity, it is
the best gaming console available today.
Also, because it’s produced by Sony,
with such a long history of success,
people believe that the company will
support upgrades and new technological
innovations.
20. Influence
I bought this product because I had the previous one with the
series and loved it. I have grown up with these series of
products from when I can remember so I suppose the idea of
it being a proven excellent product just stuck. Another reason
I bought this product is because of the people around me
were constantly talking about it. The people around me
influenced me like an advertisement because they would talk
about all the attributes of getting the product. Another great
influence on me to get this product was how they made the
product look - they made it sleek and shiny. Along with that
the fact that it was on TV and commercials so often that it
was hard not to be aware of it and the things you can do with
it.
21. Dog (Inskee) Husky Image
One of the images connected to having a husky is masculinity.
Huskies are always shown on TV as being strong,
adventurous, and courageous - which are the all the classic
attributes of heroic men. Because dogs are like they’re
owners, the image connected to huskies is masculinity.
Another image connected to having a husky is that of an
animal lover. This is because normally you wouldn’t spend
money, time and affection on a dog if you didn’t love or have
a natural affinity for animals.
22. Values connecting to
Huskies
A value related to huskies is Love. This is because dogs and their masters are
known to grow strong bonds of love. On TV, you constantly see men and
their dogs having fun, laughing, and growing unbreakable bonds. Because
of these strong bonds, love is one of the values connected to huskies.
Another value that is related to huskies is friendship/family. Everyone knows
that man’s best friend is a dog, and you can see that if you walk down the
street in many places, you can see people playing and having fun with their
dogs or just walking together. You can see everywhere that dogs are friends
with their masters and part of their family. You can also definitely see this on
TV. If there is a family and a dog in a show, you can easily see that the dog
is truly part of the family and that is how the value of family/friend is
connected to dogs. Security is a value connected to huskies because in
movies huskies are very protective of their masters and will stop thieves if
they are coming towards their masters. Another value that is connected to
huskies is adventure. You always hear about huskies who survive blistering
cold weathers and go through extreme weather and adventures with their
masters. You also see it on TV a lot as well as in the movies.
24. Influence
What influenced me to buy this product is because I saw them
on TV so often. I wanted my dog to be able to do what the
dogs on TV could do and I saw how big of a bond they had
with their masters and I wanted that. Also what influenced
me to buy this product was the state he was in when we
found him. We felt sorry for him and couldn’t do anything but
buy him. Another thing that influenced me to buy my dog was
because I used to see them in the pet stores and think that
they were coolest dogs possible to buy - they were beautiful
and strong. Another influence for me to buy this product was
because my dog had died just before we bought inskee (my
dog now) and we really missed her and were heartbroken so
we bought inskee.
