Why People Buy: ‘Anti-Aging’ creams for 5X more price than a Moisturizer?
Positioning Shapes Perception of Benefit. Read more and find out why muffins sell more than cakes, why that cheap-cane-wood Tote Bag costs as much as a legit-leather bag and why you’re likely to spend $$ on that Online Certificate instead of educating yourself via an online course.
As I go further in my journey of decoding ‘Why people buy’, I find psychological triggers that make us put a ‘value’ to things. I also stumbled on this thread where people take a jab at brands defeating their perception!
Positioning shifts context, comparisons, and value perceptions, demonstrating the power it holds over us.
Arbitrary, or designed — let’s find out how we see the world and its vagaries to sell, from relationships to services. Here’s a small compilation of some daily examples on how the Social Perception affects us.
- Positioning Shapes Perception of Health
Yogurt vs. Dessert
You see a Yogurt parfait as a healthy breakfast option, with layers of berries, yogurt and granola. But, when the same ingredients are presented in a dessert context, such as in a creamy fruit tart, they are perceived as indulgent treats, that God knows you sniff and put on weight.
The positioning of the parfait in a breakfast setting emphasizes its health benefits, whereas the tart in a dessert setting is a symbol of a sinful indulgence.
During a grocery run, I picked up some Epigamia Greek yogurt. The label read “High-Protein Snack.” It was still Greek yogurt, but by positioning it as a protein snack, it got the attention from protein-conscious consumers. ’Twas same yogurt, but now it was competing with protein bars and shakes rather than just other yogurts.
2. Positioning Shapes Perception of Usefulness and Expertise
Consultant vs. Coach
A professional may position themselves as a consultant, offering expertise and strategic advice to clients. But, if the same professional positions themselves as a coach, focusing on motivation, and 1–1 mentoring then they are seen as a supportive guide getting on the agenda of YOUR personal growth.
The positioning influences expectations, the nature of engagements, and pricing models.
3. Positioning Shapes Perception of Value
Online Course vs. Professional Certification
Since decades, an online course has been positioned as a ‘casual’ learning opportunity for self-improvement. Ofcourse, it ends with an email of acknowledgment, a digital validation that you thought you needed.
But, the same course when framed as a Professional Certification, somehow begets the power to talk to you in an authoritative tone about its role in your career progression & recognition.
As an online course, it perhaps appeals to hobbyists and lifelong learners (umm, hand me a mirror pls). But, as a professional certification, it targets the same individual, albeit with a high neurotic & aspirational streak, willing to invest more $$ for formal creds.
4. Positioning Shapes Perception of Lifestyle
Studio Apartment/Micro-living space vs 1-bed-room
A small living space can be marketed as a studio apartment, emphasizing minimalist lifestyle and innovative design for a woke+conscious city dweller.
The value sits on top of the merits of driving affordability and convenience, AND looking chic, in a “talk aesthetics to me” lifestylecore.
However, the same apartment can be positioned as a boring, backwards, confined and probably a choice of the poor as soon as you call it a “1-bedroom”
The 1-bedroom analogy targets the budget-conscious renter. But, the ‘micro-living space’, perhaps appeals to those interested in conscious consumption and modern living solutions, potentially allowing for higher rents.
And, now number 5.
5. Positioning Shapes Perception of Benefit
Bedding vs Luxury Sleep System
I was headed to a home store to pick up some new bedsheets, and I saw a display labeled “Luxury Sleep System” and thought, “another example of genius positioning.” Essentially, it’s a high-thread-count bedsheet with matching pillowcases and a duvet cover. Call it a “bedsheet set,” and it competes with basic home goods and tonnes of private label brands (who doesn’t know Solimo from Amazon?).
But, call it a “Luxury Sleep System,” and suddenly, it’s in the realm of premium products, promising a luxurious and elevated sleep experience.
Backpack vs Gear Bag
Later, while browsing online for a new backpack, I saw a strange ad that said “Nomad’s Gear Bag.” I clicked on it and laughed because, the product page showed a sturdy, well-designed backpack, with multiple pockets and hidden compartments. But, calling it a “gear bag” for nomads conjured images of the sun, and a hiking trip that I’ve been planning since a long time. It’s the same product, but now it competes with travel gear, not just everyday school or work backpacks.
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These were some examples of how positioning can dramatically alter our perception and the context in which we place a product, even when the core offering remains the same. There are so many great examples to see repositioning campaigns in motion. See how Toyota’s inclined to go from automotive to mobility, and some more gems from the internet, here and here. Don’t miss to read out these random observations from the twitterverse.
If you liked these examples around how positioning shapes our relationship with something and if you want more from the Indian D2C context, let me know in the comments.
Bonus- an exercise in positioning.
