SOC317H5 Lecture Notes - Lecture 8: Brand Loyalty, Smartphone, Starbucks
Document Summary
In relation to the cases that we cover. Acquisition: acquiring the item, everything up until have the coffee at hand, looked up at ratings. Consumption: actual usage of the product, drinking the coffee, taste of the coffee. Possession: walking around with the cup, holding the cup and walking around, seen with a. Starbucks cup, something that you have but you do not really use, it is an extreme, status, rock music, worth a lot of money. Art consumption, it"s not yours but takes time to consume it. It"s more brand the deciding factor not so much quality. Smartphone are relatively comparable, it"s not about utilitarian concerns, it"s more about the brand, comfort familiarity. Refers to promises, values, can create an identity around. Apple: taken on more of a branding approach, identify themselves, way beyond the purview of technology. Apple: higher quality design, put together in california, extended warranty, simplistic design, minimalist, rounded edges.
