COMMERCE 2MA3 Lecture Notes - Lecture 4: Customer Relationship Management, Cognitive Dissonance, Shoppers Drug Mart
18 Dec 2016
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The consumer decision process model represents the steps that consumers go through: Customers have an unsatisfied need and want their needy state to be a desired state. Greater the discrepancy = the greater the recognition. The performance of a product or service. Ex. if you sell outdoor clothing (cid:862)heav(cid:455) dut(cid:455)(cid:863), you should write the materials on the tag so customers know your clothing is of the highest quality. The personal gratification consumers associate with a product and/or service. Shoes: the(cid:455)"(cid:396)e a functional need: to keep feet clean and protect them from the elements. But ppl buy louboutins bc the red sole ( an iconic feature that all the celebs wear) satisfies their psychological needs. Key to successful marketing is determining the correct balance of functional and psychological needs that best appeals to the firm"s target markets. Harley davidson created a community aspect for their line of motorcycle & accessories. Creating awareness about a new product and its capabilities.
