BODY VS SELF: APPLICATION OF CONSUMER SELF IMAGE FOR PRODUCT POSITIONING IN BODY DEODORANT MARKET IN SOUTH ASIAN REGION

Abstract

This paper theoretically argues for the applicability of the consumer self image in determining the positioning concept for body deodorant market in south Asian region. It highlights the problems in current market positioning of body deodorants in the south Asian countries based on self image; it elaborates the formation of a real need set of the deodorant consumers with a view to developing an appropriate positioning concept. When extended to product choice, Freudian theory asserts that consumers use products as expressions of their personality and self image. The main error in the current market thinking is that it holds that body deodorants satisfy primary or physiological needs. It is argued that body deodorant marketers should aim at secondary needs of consumers. Out of different forms of self images, the appropriate self images that can be expressed through body deodorants are highlighted with an analysis of the right need set that is satisfied by body deodorants. The paper finally outlines implications in using self image in developing the right positioning concept for the south Asian deodorant markets.

Keywords: Body deodorant market, Product positioning, Self image

For full Paper: fmscresearch@sjp.ac.lk