Attitudes can be influenced from various sources in an individual's life including: social media, family and friends, personal experiences and direct marketing. Being able to understand and gauge how much 'pull' these influences have on the individual and their perception of a brand is an important consideration in the long-run to understand consumer behaviour. There … Continue reading W10: Got Attitude Problems?
Motivation "is the process that leads people to behave as they do and it occurs when a need is aroused that the consumer wishes to satisfy" (TEXTBOOK). We all have motivation for different things, but no matter what we always have a motivational drive, for something, in some way. Our motivation shapes our decisions, particularly … Continue reading W9: Motivating Fashion-Forward Societies
Shopping can evoke all sorts of emotions for consumers. Depending on the consumer’s personality it can affect their experiences within a positive or negative manner. This can, in turn, affect their self-esteem and confidence within shopping experiences, more deeply than businesses may recognise. source Solomon et al (2019) discusses how the terms ‘self-concept’ and ‘self-esteem’ … Continue reading W8: Forget Just Looking Good, Do You Feel Good?
Frequency marketing is “technique that reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased” Solomon et al (2019). This technique, also referred to as loyalty programs which are defined as "popular marketing strategies intended to attract, maintain, and enhance customer relationships"(Yoo, Bai and Singh, 2018). It has helped coin … Continue reading W6: How Loyal Are You Really?
“Perception is the process by which sensations are selected, organised and interpreted” (Solomon, Russell-Bennett and Previt, 2019, p 303). Perception of brands, symbols and signs is an important aspect of marketing. Having an understanding of how customers perceive your brand product is incredibly valuable and can help direct more successful campaigns. There are different approaches and … Continue reading W5: Sssssensory Marketing….So Do You Have Silky, Smooth Dove Skin?
There are five steps within the Consumer Decision Making process. Solomon, Russell-Bennett and Previt (2019, p 303) makes note that some purchasing decision are more important than others, so the amount of effort placed into the decision will vary, however the steps will remain the same. Solomon, Russell-Bennett and Previt (2019, p 297) outlines the … Continue reading W4: Decisions, Decisions, Decisions: iPhone or Galaxy…
Marketers often are accused of being unethical and creating unnecessary needs that cause huge societal issues. Whether it be: people spending too much on things that they do not need or the breakdown of morals and the loss of ethics within society because of the desire for material things. source How accurate is this notion … Continue reading W3: Needs and Wants: Do We Know What We Want to Need?
For years we have seen the stereotypical roles within the family: Dad: Works hard, too tired to help with kids, sleeps when he comes home, loves footy and BBQ Mum: Stay-at-home, cooks, cleans, helps kids with homework every night, deals with bills and grocery shopping But, honestly, how realistic is this in 2019? Well, frankly, … Continue reading W2: Dad-vertising 101