Question 1:

The inferences of consumers are as varied and diverse as they themselves. Based on another
non-quality cue, consumers utilize available facts from their own experience, and expertise to
form conclusions about product quality known as “quality signals” include: 
 Price (reference prices, psychological pricing, promotional pricing)
 Advertise
 Warranties
 Country of origin (COO)
 Brand 
 
An example of the country of origin (COO): in vaccination against COVID-19
When it was announced that they would inject the Chinese-made Vero Cell vaccine, many
Vietnamese people reacted strongly. People got angry, left, and even claimed that “I would
rather die of the Chinese virus than of the Chinese vaccine”. The cause of these behaviors
arises from the origin of the Vere Cell vaccine is from China. In the mind and perception of
the vast majority of Vietnamese people, China is famous for producing counterfeit goods of
poor quality and endangering lives. While products (vaccines) originating from countries
such as the U.S., and U.K. are trusted by everyone because they are strictly censored and
globally recognized. 
=> The country of origin is one of the non-quality cues for customers to draw inferences
about product quality.
=> Consumers interpret products more positively when they are manufactured in a
country they perceive positively. 
Question 2:
Product positioning is the process of deciding and communicating in which a marketer
make efforts to gain a defined and differentiated brand image relative to specific
competitors within a market segment. 
 Marketers make the decision that they want people of a market segment to think and feel
a specific way about the brand in comparison to market competitors.
 The adequate usage circumstances for the product or brand are an important component
of brand image.
A perceptual map of TRESemmé 
TRESemmé 
 Price: 184,000 -> 640ml
 High quality
Dove:
 Price: 169,000->650ml
 Lower quality. 
Sunsilk
 Price: 123,000-> 650ml

Pentene 
 Price: 134,000-> 650ml