“The consumer arrives at attitudes toward different brands
through some evaluation procedure (Marketing Pg. 153).”
Understanding that the consumer’s approach towards purchasing a
product varies from person to person is a lesson I needed to learn. While some
rely on a lot of logical thinking and product comparisons, others do little to
no thinking by acquiring products simply by impulse. Implementing a plan that
will keep our brand afloat regardless of consumer reaction towards our product
is instrumental. While I will stress to push a solid advertising campaign
towards my brand of Adobo cracker nuts, it is imperative that we learn to
adjust to the market and what consumer wants and needs from us. To accommodate
for the instances where consumers experience dissatisfaction with our product,
I will provide a hotline where customers can speak with a representative to
voice their displeasure or even offer advice as to how we can make our product
better. I will also construct focus groups, which will take the data we
accumulate about the consumer and adjust our advertising campaign accordingly
to raise the customer value of our product.
“The mental process through which an individual
passes from first hearing about an innovation to final adoption (Marketing Pg.
154).”
Lastly, it’s important to know the adoption
process of the consumer. By understanding the five stages of adopting a new
product, we can better tailor our message and get through to the consumer much
more effectively. With that being said, I am also instituting a warranty
program, which states that if anytime the customer is not satisfied with our
product or if the product does not live the standards it adheres to, the
consumer will get a full refund. Hopefully this tactic will drive more
potential consumers to move from the evaluation period to the trial period. I
am relying on the Adobo cracker nuts to drive our customers to transfer over to
the adoption section of the process.
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