Understanding Buyers
...t compares with computers or cars which are infrequent purchase and higher priced items, this product price is still quite cheap. Relevance Of External Search Probably high, Price is reasonable high , There are phone number and web site in the ad, providing consumers strongly support for further information searching. Note cues-No price in the ad, full page with 3 pictures which in the characters, the details, the overall bedroom. Consumer will enjoy shopping for the product. Since bed linen is quite individual choice product, It will be high levels of perceived risk. Marketing Strategy Used£şApplies where extensive search occurs and brand is in the evoked set. Preference strategy can be used by marketer to structure an information campaign to ensure the brand is preferred. Use strong position on key customer attributes. Make sure the information goes to all appropriate sources. Probable outlet selection: up market stone where product can be display in relaxed classic atmosphere. Department store will be the one. TM will choose well known outlet to create better reputation of the product and minimize perceived risk. Perceived risk: Psychological ,ego risk and social risk. Attempt to reduce perceived risk via Using well-known supermodel. Formal source of information used to reduce perceived risk-Advertising in the Sydney magazine. Expected dimensions of product performance: Building harmoniously, warm life style, Using attractive character model. Causes the person to feel once has, also can similarly enjoy the high quality of life. Internal influences on purchase behaviour: Maslow: Basic physiological needs, Belonging and love, Self Esteem. McGuires: Internal motives The need for consistency---Demonstrated individual life style and personal attitude, simultaneously manifests personal taste as well The need for categorise---high quality product is matching high quality life The need for cues---cues presented to TM, the couple, the room, the furniture. The need for independence---have their own style to enjoy the life. ...