Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
A consumer always experiences three stages when he wants to purchase any product:
1. Pre- Purchase Issue
2. Purchase Issue
3. Post Purchase Issue
Purchase Issue
Consumer Perception- Value offering of each product is checked at this stage by
each customer. Value for money is another important area for this.
Marketers Perception- Point of Display advertising and personal selling is also used
for immediate conversion of potential customer to an actual customer.
1. Personal Source- Family, friends, inner circle of trust plays a major source
of any product information.
2. Commercial Sources- Increasing role of Influencers, and at least two
displays of advertising present at all times (T.V. And Cell Phones) keep
pushing information into a consumer’s mind.
3. Public Source- TV Radio and newspaper acts as a public source for
information.
4. Experimental Sources- From point of display or live demonstrations.
How changes in the lifestyle can play an
important role?
Traditional Mothers vs Modern Mothers
Traditional Fathers vs Modern Fathers
Today the traditional laggards are becoming early adopters, this is because of change in
lifestyle. Buying behavior, fashion consciousness, healthy life, brand perceptions, sound
financial management have helped develop a new outlook towards products.
This is an era of malls, online shopping, fast information flow and every changing
technology. A firm must account all this as any problem can escalate very quickly and
tarnish its image. Now a shift from consumer beware to seller beware approach is taking
place.
Examples-
Pepsodent-
Dentists involvement in its campaign helped it becoming a huge success. They
understood the point that women usually purchased toothpaste in the family and
leveraged this.
Coca Cola-
It took them 20 years to understand this but their “Thanda Matlab Coca Cola”
campaign was a great hit. A tradition of families asking its guests “Thanda ya Garam”
which means whether one wants a hot beverage or a cold one, helped them imprint
their image in each consumers mind making their product a generic name which
acted as a substitute of “Thanda”.