MARKETNG 305 Lecture 8: Consumer Behavior (2/6)
Document Summary
Social acceptance is very important to her. Affects pram choice and her subsequent decision to replace it. During purchase of the first pram, she is price sensitive. Wanted the pram to match her clothes to take attention away from her. Prevents you from coming across as poor/uncaring parent. Signal of how good of a parent you are. I see myself as a good mother but I want to be accepted by the other mothers but I bought a product that distances myself from them. Other mothers - cheap pram. Something i like is hated by other i like. I want to be accepted by a certain group of people. Buy fancy pram from the second hand market. The ones who care most about quality and their children. I care about status, but i don"t want to admit that i care. Need to give more than just status. Talk about quality and the benefit to the child.
