Consumer behavior is determined by an inter-related set of factors that go beyond rational product/ service benefits; that is to say, the emotional and value-laden components of behavior are intertwined.
Applications
Determine the emotional/cultural ‘connection’ to a brand/product/category.
Ascertain what consumers need in order to develop an emotional attachment to a brand.
Explore the mindset of consumers in terms of emotional needs & cultural values.
Explore the affects of a changing culture on consumer behavior.
Explore the multi-dimensions to consumer ‘engagement’ – how to engage consumers in/with a brand.
Dissect communication in order to create a deeper ‘connection’ with the consumer.
Understand the defenses/barriers to trial & ways to overcome these obstacles.
Understand the elements/characteristics/ personality structure of ‘early adopters’ & new behavior.
Understand the various dimensions to ‘brand loyalty’ & how to create.
Delve more deeply into the differences/similarities among various consumer segments.
