One of the best ways to influence consumer behavior is to give buyers an acceptable motive. This is somewhat related to the idea of asking what type of person would buy a certain product in evaluating consumer behavior. Consumers want to feel they’re doing something good, eating healthy, making contacts, keeping up appearances, or that they just deserve to be spoiled a little bit.
If marketers can convince consumers that they need a product or service for some legitimate reason, customers will likely to make a purchase.
In addition, sensory stimuli are important in marketing. When food packages are appealing or associated with other positive qualities, people often find that they taste better. One of the best examples of this is was a test of loyal Coca Customers who were totally unwilling to concede that any other soda was its equal.
While able to see what they were drinking, they maintained this portion. But during blind testing, some were unable to tell the differences between Coke and Root beer.
Finally, another alternative for influencing customer behavior is by offering specialized goods. While commonality was once popular, more and more people are seeking diversity in taste, personal preference, and lifestyle. Some successful campaigns touting the way their products stand out from the crowd include dodges.
In fact, marketers are quite successful at targeting ‘’rebels’ and the ‘’counterculture’’ as it is referred to in Commodity Your Dissent. As Thomas Frank writes, ‘’Consumerism is no longer about conformity but about difference’’. It counsels not rigid adherence to the taste of the herd but vigilant and constantly updated individualism.
This imperative endless difference is today’s the genius at the heart of American capitalism, an eternal fleeing from the sameness that satiates our thirst for the new with such achievements of civilization.
Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes makeup brand image and affect consumer buying behavior, therefore, marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special marketing campaigns.
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