MARK 453 Lecture Notes - Lecture 2: Velveeta, Price Premium, Cognitive Dissonance
27 Jan 2017
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Ex: galaxy note 7 and battery problem bad image. Top canadian brands of 2016: rbc, td, bell, scotiabank, bank of montreal, telus, cibc, rogers, tim hortons, mccain foods. Creating the right (cid:271)ra(cid:374)d i(cid:373)age (cid:272)a(cid:374) take ti(cid:373)e . And a brand image sometimes need to be rejuvenated or changed ! Consumers can perceive or create different brand image. Requires a good understanding of the brand! To reach that goal, need to understand consumer purchasing process. Who takes part in the purchase decision making process ? (p73) Purchasing process : step 1 need recognition. When there is a gap between your actual and your ideal state. When are needs acted upon when sufficiently motivated. Purchasing process : step 2 information search. Imc helps make brands to be part of the evoked set. Purchasing process: step 3 evaluation of alternatives. Affect referral: emotional connection, positive feelings. Marketers need to ease the purchasing process. Purchasing process: step 5 post purchase evaluation.
