MKTG2501 Lecture Notes - Lecture 2: Orange Juice, Product Classification, Nudge Theory
10 Aug 2018
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Document Summary
Nudging is all about understanding the unconscious role of consumer, in the way that external stimuli. Piano stairs so they use the stairs instead of electrical stairs. By framing the perspective, marketers influence consumers in their decision making. A consumer purchase is a response to a problem. There are 4 steps in the decision making process (ekb model): Information search: problem recognition, evaluation of alternatives, product choice. Occurs when a consumer sees a difference between their current state and an ideal stage. The problem can come from a need recognition: i have a problem that needs a solution. It occurs when a consumer is exposed to different or better quality products. Although these problem recognitions may occur naturally, they are often stimulated by marketing through: primary demand encouraged to use product/service. Ex. the latest version that comes out, to have the latest upgrade: secondary demand influenced to prefer a particular brand.
