Consumer attitude is an amalgamation of a customer’s beliefs, feelings and behavioural intentions towards a product of a brand. These factors are viewed together because they are highly dependent and together denote forces that influence how a customer will react to a product. Attitude of a customer can be altered and formed using various marketing…
MOTIVATION AND VALUES
A motivational conflict is a situation in which a consumer is driven to make a decision based on conflicting goals. Consumers are either motivated by a positive or a negative reinforcement, which forms the basis for the individuals’ motivation to act and make consumer decisions. There are three main types of motivational conflict marketers should…
PERSONALITY AND THE SELF
PERSONALITY AND THE SELF: “Our target customers are people in their 20s. Old people wanted to be 21 again, and young people wanted to be 21 forever.” (Do Won Chang) Self-image is the idea of one’s abilities, appearance and personality. “You’re always with yourself, so might as well enjoy the company.” Forever 21 is an…
LEARNING AND MEMORY
Understanding what customers think and feel creates effective communication and more targeted innovation road maps. By understanding the consumer learning process, a brand can be more effective in understanding a consumers purchase decisions that drive the business. In consumer behaviour terms, learning is a process where customers acquire the information applied to the future behaviour….
PERCEPTION
The psychology of advertising comprises many different elements such as the visual appeal and the message it stands for, but one of the most important elements to incorporate is the dimension of perception. Perception in advertising refers to the impression of a particular product or a service, which may not necessarily be factual or true,…
Decision Making Process
Acne! It pops up only when it need it the least. A bump right on the center of your face when there’s an important event marked on your calendar, how convenient? Having struggled with acne for the longest time, I have hoarded on skincare products over time, and weeding through infinite brands in stores take…
BRAND STORYTELLING
Over the years we have experienced the growth and dominance in the marketplace of fast fashion clothing brands invariably following a pattern of association in the domestic and then the international markets. The catalyst of this internationalisation effort relies on the marketing and branding efforts, not only for differentiation purposes and brand positioning in the…
The Journey Begins
Thanks for joining me! Good company in a journey makes the way seem shorter. — Izaak Walton
Focus 