Consumer Behaviour – Concept Used by Marketers
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. Concept 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. Vision 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 know that perceptions of colour depend on both its physical wavelength and how the mind responds to that stimulus. Touch This sensory channel is relatively important even though scientists have done little research on the effects of tactile stilulation on consumer behaviour. Sensation that reach our skin, whether from a luxurious massage or the bite of a winter wind, stimulate or relax. Researchers even have shown that touch can influence sales interactions, they are starting to identify the important role the haptic (touch) sense plays in consumer behaviour.
Haptic senses appear to moderate the relationship between product experience and judgement confidence, confirming the common sense notion that we are more sure about what we have preceive when we touch it. Motivation Motivation refers to the process that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. The need creates a state of tension that drives the consumer to attempt to reduce or eliminate. The desired end state is the consumers’s goal. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tention.
When trophies, medals or awards are given to people or organization, it acts as a form of appreciation, recognition and affirmation. It becomes a very strong motivating factor to do more and be better. On the other hand, the absence of timely appreciation acts as a powerful de-motivator, and sometimes even pushes people to destructive behavior. The use of awards trophies and awards plaques can be used as an exceptionally potent way to express appreciation, recognition and affirmation at all levels, at home, at the work place and even globally. Values
Researchers had identified four dominant of values, freedom, belongingness, excellence and connection. Classifying Consumer Needs Maslow’s Hierarchy of Needs is one of the consumer needs theory. People need to engage themselves to gain recognition and have an activity or activities that give the person a sense of contribution, to feel accepted and self-valued, be it in a profession or hobby. Maslow’s concept of self-actualisation relates directly to the present day challenges and opportunities for people, employers and organisations to provide real meaning, purpose and true personal development.
Self-Concept The self-concept is composed of relatively permanent self-assessments, such as personality attributes, knowledge of one’s skills and abilities, one’s occupation and hobbies, and awareness of one’s physical attributes. The self-concept is not restricted to the present. It includes past selves and future selves. Future selves or “possible selves” represent individuals’ ideas of what they might become, what they would like to become, and what they are afraid of becoming. They correspond to hopes, fears, standards, goals, and threats.
Possible selves may function as incentives for future behavior and they also provide an evaluative and interpretive context for the current view of self. Self-Esteem Self-esteem reflects a person’s overall evaluation or appraisal of his or her own worth. People with high self-esteem expect that they will perform very well and people with low self-esteem will try to avoid embarrassment, failure or rejection. Marketers communication can influence a consumer’s self-esteem. A process of social comparison, where the person tries to evaluate himself/herself by comparing it to the person these artificial images depict.
Examples The Academy Awards, popularly known as the Oscars, are presented annually by the Academy of Motion Picture Arts and Sciences (AMPAS) to recognise excellence of professionals in the film industry, including directors, actors, and writers. The formal ceremony at which the awards are presented is one of the most prominent film award ceremonies in the world. Generally, it has been seen that the award of such trophies can be powerful motivators for all people. This is basically because most people crave appreciation, recognition and affirmation for their efforts, whether they work at home or in an office.
These awards need not be expensive or grand, as long as they are tailor made for the recipient. 1248 words References http://en. wikipedia. org/wiki/Trophy http://en. wikipedia. org/wiki/Medal https://www. amazines. com/article_detail. cfm/725101? articleid=725101 http://en. wikipedia. org/wiki/Consumer_behaviour http://en. wikipedia. org/wiki/International_Organization_for_Standardization http://www. consumerpsychologist. com/cb_Perception. html http://en. wikipedia. org/wiki/Self-concept http://en. wikipedia. org/wiki/Academy_Awards Michael R. Solomon,_ Consumer Behaviour_, 8e Pearson Education, Inc.