Clarify how consumers form assessments of brands. Show how marketers strive to influence this technique using cases from the marketing activities of the organisation which you have chosen
Analysis is the procedure for judging or perhaps determining whether an activity or perhaps product fulfill a specified standards. According to Cambridge Advanced Learner's Book, to evaluate is usually вЂto judge or estimate the quality, importance, amount or value of something. The moment consumers assess a brand, they are really trying to get a general picture of the brand, which will permit the consumer for taking a stand as to what they think of that brand. Some standards of evaluation of brands may include cost, brand picture, taste, functional characteristics, design and sometimes how a consumer " feelвЂќ with regards to a product. Customer evaluation of brands involved both intellectual and emotional processes in selecting a alternative from multiple alternatives. The customer decision-making process model (fig 1) can provide useful insights as to how consumer type evaluations of brands and exactly how marketers strive to influence this process.
Fig 1: The consumer decision-making procedure and its five stages Resource: guuui. com, 2007
NEED OR DIFFICULTY RECOGNITION
" Problem acknowledgement is the finding of a discrepancy between an actual and a desired state of being. Therefore problem acknowledgement occurs if a need express is feltвЂќ. (Minor et al: 1998. p358).
The consumer-decision process unit begins with all the recognition by consumer that there is a problem or possibly a need. Challenges and needs can be triggered simply by either inner or exterior stimuli. An internal trigger of your problem or perhaps need can include craving for food, and exterior triggers may include in-store displays, intentional use of fragrances or promotion.
At this stage relevant internal psychological processes such as belief, learning and motivation can influence the customer, especially if individual an internal travel to satisfy a purpose. Environmental influence factors these kinds of family, neighbours, may also be factors that impact need acknowledgement in customers. Other influences could consist of music, color, temperature, designs, food aroma, smell etc . For example smell in the Body Shop. The relevant interior psychological procedure that is connected with problem acknowledgement is inspiration.
Fig 2: Maslow's Hierarchy of Needs
Origin: Managing Modify, 2001
Maslow's hierarchy of human requirements theory may give online marketers potential useful insights upon need reputation. Maslow's theory has five levels. Discover fig a couple of below Maslow's hierarchy of Needs, approach is based on four premises: (1) All humans acquire a related set of motives through hereditary endowment and social interaction. (2) Several motives are more basic or perhaps critical than others. (3) The more fundamental motives should be satisfied down level ahead of other motives are turned on. (4) Since the basic motives become happy, more advanced motives come into perform. (Hawkins ain al. p367). E. g. Yahama need to first persuade consumers that it is motorcycles secure before it could appeal to their ego needs
Marketers need to know what problems consumers are facing, how to develop the marketing combine to solve client problems and the way to cause consumers to recognize those problems. This could be completed through adverts, in-store stimuli and sales representatives.
Among the how marketers seek to influence need method in consumers could be defined in Evian's marketing actions. Water can be virtually cost-free from comunitario agencies, yet millions of buyers now shell out 1 . 1000 times the cost of municipal normal water to purchase water in bottles. Fig several
Marketers seek to influence consumers' evaluation of this brand inside the above ad through the next major purchase motivations: health issues, nutrition and fitness, specifically as consumers want all-natural, untreated and " pureвЂќ water. As well as the last aspect could be " snob appealвЂќ or position. As stated in Assael (1998....
References: Engel F. J., Blackwell Ur. D. & Miniard P. W. 95. Consumer Behavior. 8th Model. The Dryden Press.
Desmond J., 2003. Consumer Behaviour. Houndmills: Palgrave MacMillan.
Ghost of a Flea. 2005. The Kylie Holy book. [Online] Readily available from http://www.ghostofaflea.com/archives/2005_07.html. [Cited on a few Dec 2007]
Hawkins D. They would., Best Ur. J. & Coney K. A. (1998) Consumer Actions. Building Web marketing strategy. 7th Edition.
Handling change (2001), Dynamic Pricing вЂ“ Maslow
Minor M. & Mowen J. C. (1998) Client Behaviour. 5th Edition. Simply by Prentice-Hall Incorporation
Prensky G & Bore holes W
Sheth N. Jagdish, Mittal B. & Newman I. N., 1999. Buyer Behaviour. Buyer Behaviour and Beyond. By The Dryden Press.
Solomon Meters., Bamossy G. & Askegaard S. 2002. Consumer Conduct. A European Perspective. 2nd Release. By Pearson Education Limited.
The web Candy Culture
The Body Shop Internatinal. 2006. [Online] Readily available from /images/no_image.jpg [Cited on a few Dec 2007]
by Robert L
Bagozzi L. R., Gurhan-Canli Z. & Priester M. R. (2002) The Sociable Psychology of Consumer Behavior. Open University Press.
East R. (1990) Changing Client Behaviour. Cassell Educational Limited