MARK 305 Lecture Notes - Lecture 10: Ethical Consumer, Frozen Food, Car Rental
1 Feb 2015
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Document Summary
Marketers have to tailor their e ort to coincide with the situa7on where people are most prone to buy. They have to take into account several factors: time pressure. Economic 6me: time has to be divided among ac7vi7es and allocated appropriately to maximize customers sa7sfac7on Therefore, to solve this issue, they oaen engage in mul7tasking. Psychological 6me: it re ects consumer"s percep7on of 7me. It allows marketers to know whenever it is the most appropriate moment to display their ads. Occasion, 7me to kill, and leisure 7me= posi7ve moments. Flow, and deadline 7me = nega7ve moments. Mood biases judgment of products. People oaen shop even though they do not necessarily intend to buy anything at all. Shopping is an ac7vity that can be performed for u7litarian reasons or for hedonic reasons. People can be classi ed in di erent categories according to their purchase habits: Economic consumers is primarily interested in maximizing the value of his money.
