Consumer Behaviour : Three - Assignment Example

Consumer Behavior Consumer Behavior Question Through reasoned action, the marketers of nicotine patch may apply the positive market segmentation to market his product as through this segment, the marketer aims at weighing the objects of the consumers in the course of consuming the particular product (Lamb, Hair Jr. & McDaniel, 2008). In this case, there is a dire need by the consumer to stop smoking, whilst the marketer aims at categorizing the marketer on the basis of needs for instance, segmenting clients on the basis of their needs.

As seen in the work of Lamb, Hair Jr. & McDaniel (2008), behavioral segmentation applies in this case. The marketer, at this point categorizes the clients on the basis of their knowledge regarding the product at hand, their beliefs and response toward the product. Reasoned action guides a client towards making the right decision in the case of consumption in terms of benefit and suitability of the goods. Additionally, through reasoned action, the client is able to select a product that would be more beneficial to them.

In relation to the behavioral segment, the clients will purchase nicotine patch as it will be of use to them to avoid smoking (Lamb, Hair Jr. & McDaniel, 2008). One of the positioning strategies would be based on the use of the product that involves the benefits accrued from the product use by the consumer- use of nicotine patch to avoid smoking (Lamb, Hair, Jr. & McDaniel, 2008). Secondly, the client’s gain from the product is yet another product approach (Lamb, Hair Jr. & McDaniel, 2008).

Nicotine patch greatly helps the addicted clients to reduce their cravings. Question 2 The product manager can alter the consumer attitude about a breakfast cereal by coming up with advertisements that are interesting and that can implant positive mind-sets in the clients. Ultimately, this leads to the client purchasing the product. Through these all-inclusive advertisements, the managers manage to wipe out the perception of the trustworthiness and validity of the competitor’s products to the clients (Lamb, Hair Jr.

& McDaniel, 2008). The clients in turn revere the latest products. Though Lamb, Hair Jr. & McDaniel (2008) argue that adding new beliefs and attitudes to clients may be intricate, the advertisements must have the necessary details on the product, for instance the age of recommendation for consumption amongst others. Lastly, changing the relative valuation of attributes is only possible by basing the advertisements on the client’s insight (Lamb, Hair Jr. & McDaniel, 2008). The advertisements must be convincing, consistent and revolve around the benefits to the clients.

Question 3 The tri-component model is one that involves the emotional, behavioral and cognitive attitude of the client (Mooij, 2004). An example of an advertisement that has an affective component is the Coca Cola advertisement. The advertisement clearly brings out the benefits of living on the Coke side of life, a drink that will indeed outdo the disadvantages of other soft drinks (PostingFailVideos, 2010). The advertisement involves instilling strong emotions in the individual who in turn purchases the product (Mooij, 2004).

Through the Indomie advertisement, the cognitive component is viewed. The advert clearly brings out the need by clients to have a nutritional balance that satisfies their psychological and biological needs (Aidarkunbayev, 2008). The food is also fast to cook, and clearly no negative aspects on their health have been indicated. This mental creation in the clients’ minds as Mooij (2004) says, leads to client attraction. References Aidarkunbayev (2008). Indomie Advertising. [Advertisement]. YouTube.

Available at: http://www.youtube.com/watch?v=CiWPdhiYyuI. Access Date: 26th February, 2013. Lamb, C., Hair, Jr., J., & McDaniel, C. (2008). Essentials of Marketing. London: Cengage Learning. Mooij, M. (2004). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. London: Sage.PostingFailVideos., (2010). Live on the coke side of life. [Advertisement]. YouTube. Available at: http://www.youtube.com/watch?v=ddE_RCS1xZ4.Access Date: 26th February, 2013.