Problem Recognition and Economic Situation
Marketing strategy involves the aspects of the combination of various company goals, product price, distribution and strategies involving promotions that are best to a specific target customers Consumer behavior is a concept that deals with ways on how clients carry out purchases on products and service delivery (Shukla, 2010).
Problem recognition involves identifying issues facing the altitude and buying process of the potential
Economic situation and the level of consumer lifestyle are theories that affect the customers buying pattern. Various economy areas that a potential client finds himself in has a large influence on the existing buying behavioral pattern. It is evident that customer disparity in wages and salaries limits the client from purchasing products (De & Hofstede, 2011).For instance, in the article, a client having both high income and savings will make a decision to buy expensive goods and services.
Conversely, an individual with low income gain and low savings ability will opt to but those cheaper products. The lifestyle of the same client is another factor that affect the overall purchasing behavior of prospective consumers. Lifestyle is the study basically indicates to the manner in which an individual lives in a particular society and also the way he expresses different situation sin the key environment (Lantos, 2015). It is usually determined by the customer’s interests, views, opinion and distinct activities that constrain the full pattern of purchasing various products.
Information Search, Evaluating and Selecting Alternatives
Information search involves the aspect of a potential customer carrying out research on the market, product characteristics, distributors, new lifestyle trends and the current economic condition through using both internet and external sources of data set.
(Baeza-Yates, Ribeiro, 2011). It is a vital point of the decision making process since it enable a customer to evaluate various existing alternatives before finally choosing a single product. The decision is reached at upon being satisfied and evaluating various merits, quality and problem existing. The customer select a product after being satisfied that it caters for all the needs highlighted.
The customers acquires key information from previous customer’s feedback such as friends and family members and public sources of information like client’s reports and social media.
After viewing several advertisements and interacting with sales person from various companies dealing with the same product, customers are able to evaluate which product seem to meet the required specifications (Shani, & Gunawardana, 2011).
According to the article it is evident that ,a client who identifies a specific problem or unsatisfied need will be have no choice but to adversely search for important data regarding the purchase nature. It’s also done when a customer’s purpose is to recognize the overall value in a good or service. The article clearly states that during this decision making process of customer making purchase patterns, options available to the client are literally identified or acquires extensive clarification (Govindan,Rajendran,Sarkis,Murugesan,2015).
Outlet Selection and Product Purchase Post Purchase Processes
Post purchase behavior
This is when the prospective customer evaluates whether the product offered satisfaction or not. How the clients feels about the current purchase will determine whether he will buy the good again or focus on other rival brands.
Lifestyle and Consumer Behavior
Cognitive dissonance refer to the situation when a particular client experiences deep feelings of post purchase anxiety levels.
According to the article, Marin (2015) client may feel the pressure to question if he made the right decision in buying the good. He might also be exposed to various channel of advertising medium or rival brand which makes him question the quality.
The article indicates that Companies such as Woolworth group have decided to involve their clients with effective post purchase communication in a bid to influence their attitude towards future buying of their products (Darley, Blankson, & Luethge, 2010). Some of the strategies utilized are providing cash back guarantees and issuing an exclusive VIP invitations to become part of a special group of customers who initially purchased their product. Companies also request the customer’s contacts in order to follow-up later and prepare a survey regarding good performance and identify satisfaction levels.
Increase in numbers of goods in the market leads to increase in retail outlets. Consequently it results to dilemma in choosing a convenient outlet store. Retail trade basically takes place in stores, catalogues, and utilizes direct media such as email or television (Marin, 2015). It has become quite problematic since a customer can prefer one store first, where he acquires friendly and reliable advice on where to purchase the good, and then moves forward to purchase in another priority. He prefers buying on his first choice and miss out on other significant purchase aspects. Immediately a client is satisfied with a product he goes and makes actual purchase.
If outlets offers services such as discount and projects a good brand image of goodwill, customers will be attracted since it improves the perception towards that store. The target market should also be clearly defined. Location and size is also an important determinant since customers prefer to buy in outlet stores that are in close proximity
Perception, Learning, and Memory
Generally, Krishna, (2012) shows that it’s quite important for the consumers to ensure products and services are always distinctive and memorable in order to decide the best positive response (Krishna, 2012).There are a lot of aspects which will affect the consumer buying senses in the marketplace. Most of the times the issue of colour tend to affect the response customers have on products.
When viewing the memory it is well known that the memory status of the consumers tends to affect their buying behavior in the marketplace (Krishna, 2012). If most of the times consumers tend to detect the importance of the product then it is likely that next customer will buy the same product. On measuring the issue of learning in the marketplace, consumers always get knowledge from the surrounding products and markets. Through this aspect, consumers get adequate information regarding the product in the market.
In addition, on indicating the issue of perception, consumers tend to consider how the issue of product placement is being exhibited in the marketplace. For example, there are those big enterprises which usually uses impressive neon lights so as to create awareness to the consumers (Krishna, 2012).The overall appearance exhibited by the enterprise has a huge impact on consumer’s perception when buying the products. Also, those areas with better services and products will tend to induce utmost perception to the memories of the consumers in the marketplace.
Information Search, Evaluating and Selecting Alternatives
Motivations, Personality and Emotions
Cohen, Prayag & Moital, (2014) have argued on consumer buying choice has been influenced by emotions, personality, and motivations. When analyzing motivation customers basically consider the energizing force that will automatically trigger the need and purpose for using a certain product or service in the marketplace .Motivation is clearly described by the Maslow’s Hierarchy of needs which shows the detailed aspect which can trigger customer to forego a certain product or service (Cohen et al, 2014).
When accounting for the personality, the customer is believed to poses unique psychological makeup characteristics which respond to a certain situation. The aspect initiating a particular situation must be recognized. Consumer personality acknowledges the differences which arise from a certain product when compared with other products in the marketplace. The degree at which utilization and deposition of goods and products in the marketplace induces the consumer buying attitudes (Cohen et al, 2014).
Also, emotion indicates the feeling which is always connected to the effective response from objects and people. In customer, perspective emotion includes the stimuli for a certain product or service in the marketplace. Emotion is always triggered by a number of factors. The environmental conditions, changes in psychological aspects, cognitive thought and subjective feelings always influences emotions for customers when buying. All the factors measure the aspect of like and dislike which is exhibited by the customers (Cohen et al, 2014).
Attitude and Attitude Change
Petty & Cacioppo, (2012) argues that in order to know whether a certain product position will work in the marketplace, then, marketers need to evaluate the level of attitude from the consumers in the marketplace. All the positive aspects included with attitude determines the consumer behaviors. It’s the mandate of marketers to look on the key strategies that will focus to measure attitude exhibited by the customers (Petty & Cacioppo, 2012).Therefore, attitude refers to the conscious ideas consumers have about a certain product. Sometimes attitude extends to personal feelings and knowledge towards products and services available in the marketplace. Most of the times consumers tend to build attitude based on product or service in question (Petty & Cacioppo, 2012).
There are factors which determine the attitude change on consumer satisfaction. Attitude change involves the following strategies;
First attitude change involves changing the motivational level exhibited by consumers to a certain product or service.
Designing a product which is associated with a specific segment or group in the marketplace.
Coming up with strategic management criteria that will focus to measure and evaluate attitude conflicts from the consumers.
Changing the components which construct the multi attributes formed by consumers when selecting the appropriate product.
the decision making process since it enable a customer to evaluate various existing alternatives before finally choosing a single product. The decision is reached at upon being satisfied and evaluating various merits, quality and problem existing. I can select a product after a certain duration being satisfied that it caters for all the needs highlighted. (De & Hofstede, 2011). I can take very short time generating key information from previous customer’s feedback such as friends and family members and public sources of information like client’s reports and social media.
Outlet Selection and Product Purchase Post Purchase Processes
After viewing several advertisements, online, interacting with sales person from various companies dealing with the same product and predicting future changes, I am able to evaluate which product seem to meet the required specifications. Therefore I take a week spending on information search regarding the product (Shani, & Gunawardana, 2011).
Telfast breakthrough advertisement has been successful in triggering customer’s problematic issue. It has indicated the dangers and discomforts of face skin allergic reaction. It gives the client (man) a strong urge to solve the existing problem (Baeza-Yates, Ribeiro, 2011). The advertisement attracts the customer by showcasing the merits of the medicine deeming it fast, highly effective, 24 hr. relief and does not cause other problems such as drowsiness.
In one particular instance I preferred purchasing only a specific brand from on single retail. Unfortunately, on carrying out product research and the location of the outlet retail, I discovered it is quite far away from where I reside. This increased my confusion on whether to pick a substitute or travel to the premises (Darley, Blankson, & Luethge, 2010). However, this would mean extra incurred transport and carriage cost. Luckily, the retail outlet had a website where I could chat with the support and order the product online, In addition they enacted free delivery services which delivered the product to my premises (Marin, 2015).
I have seen a hidden message in most of the adverts. To those who don’t believe that subliminal messages exist then it’s unfortunate since the messages are there in advertisement. The following are some of the examples which I have witnessed having the subliminal messages when advertising (Solomon,Dahl,White,Zaichkowsky,Polegato,2014).
The first example is on Samsung and the Oscars selfie. The photo taken by the Ellen DeGeneres one of the workers in the Samsung Company at Oscar’s celebration 2014 shows the strategies used to introduce electronic products in the market. The photo taken by the Samsung shows the marketing subliminal information which is very effective in advertisement.
The other example is in the Pepsi Company. The company used advertisement note saying “Help me, I am trapped in Sobe factory” (Lantos, 2015). This was type of subliminal marketing campaign since the intention of the company was to bring smiles and happy moments to the customers. The issue was to reduce the stress from the customers thus indicating the use of subliminal message in marketing.
The last example, is the use of hidden messages in Sony Vaio.The enterprise uses the subliminal messages whereby the logo has a hidden message that cannot be seen easily by the customers. If one tries to look the logo, then one can notice that the logo has two phases one showing two worlds and the one showing how the brands works (Krishna,2012).It shows clever use of advertisement since customers need not to understand everything easily.
Fake brands basically involve those products which are of low quality, or those products sold without the authorization of the owners (Penz & Hogg, 2011). Those who intent to sell the fake brands always infringes the patent, the copyright or the trademark of the product. I have brought a lot of fake brands though online (De & Hofstede, 2011). Most of the fake brands I have purchased come from the eBay and the Amazon Walmart. The sale of the fake brands through online has increased thus allowing customer’s direct access to the counterfeit brands in the marketplace. At first I did new whether the goods were fake. Some of the fake brands which I have purchased through online include the fake Rolex watches and counterfeit sports shoes (Cohen,Prayag,Moital, 2014).
There are number factors which makes attitude as an important aspect for determining the buying choice for customers (Solomon, Dahl, White, Zaichkowsky, Polegato, 2014).The standard Chartered used the following concept of attitude to change behavior of the customers.
Attitudes are always learned. Consumers are not born with attitudes about a product or service but they learn it through information received from the available environment in the marketplace. Also, there is those type of customers who will learn attitude through the use of objects and symbols which they believe they satisfy their needs. For example, one may read a certain document about a product in the market and then become convinced. When a business uses advertisement processes it tries to instil perspectives which are vital for consumers when buying the product (Solomon et al, 2014).
Attitudes determine the predisposition to respond to a certain product in the marketplace. Marketers try to identify hidden behavior from customers so as to outdo the available competition. We have those customers who reveal their attitudes either verbally or through their behavior (Solomon et al, 2014).For example, if someone likes a certain brand he or she may prefer to recommend to other people to purchase.
Attitudes are directed towards some objects in the marketplace. The entire concept of attitude and attitude change revealed by the customers measures the quality of the product and the image of the business enterprise (Solomon et al, 2014).
Also, attitudes tend to have a permanent degree of intensity. Customers can develop a positive attitude towards products thus showing that attitude has some degrees.
Reference list
Petty, R. E., & Cacioppo, J. T. (2012). Communication and persuasion: Central and peripheral routes to attitude change. Springer Science & Business Media.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behaviour: Buying, having, and being (Vol. 10). London: Pearson.