Consumer Behaviour - Concept Used by Marketers

Topics: Maslow's hierarchy of needs, Self-esteem, Academy Award Pages: 4 (1047 words) Published: April 5, 2010
An award is something given to a person or a group of people to recognise excellence in a certain field, a certificate of excellence. Awards are often signified by trophies, titles, certificates, commemorative plaques, medals, badges, pins, or ribbons.

Each person on this earth yearns for appreciation, recognition and affirmation. Some hanker for the recognition from their loved ones, some want to be recognised by their boss, organisation want to be recognised by consumers, some aim at appreciation from the masses or their peers in general and usually, organisations aim for affirmation (For example, ISO or Cast Trust awards).

Marketers in this case had used the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers.

There are some types of relationships a person may have with a product. Trophies, medals and awards have given the consumers relationships of self-concept attachment, nostalgic attachment and love.

They help to establish the user’s identity, serve as a link with a self past and elicit emotional bonds of warmth, passion or other strong emotion.

Our perception is an approximation of reality. Our brain attempts to make sense out of the stimuli to which we are exposed. Several sequential factors influence our perception.

Trophies, medals and awards have given consumers the perception of vision and touch.

Marketers reply heavily on visual elements in advertising, store design, and packaging. They communicate meanings on the visual channel through a product’s colour, size and styling. Colours may even influence our emotions more directly. Evidence suggests that some colours create feelings of arousal and stimulate appetite, and others create more relaxing feelings. Others reactions are a result of biological and culture differences. We...

Michael R. Solomon,_ Consumer Behaviour_, 8e Pearson Education, Inc.
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