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Select an organisation and describe the marketing strategy of one of its consumer products. Explain how the strategy might have been derived from an understanding of consumer behaviour.

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Introduction

Select an organisation and describe the marketing strategy of one of its consumer products. Explain how the strategy might have been derived from an understanding of consumer behaviour. In order for a new brand to establish itself in its market and for its products to sell successfully, thus achieving company goals and shareholder profitability, a number of key principles concerning consumer behaviour have to be fully grasped and addressed. As well as producing a range of new, exciting and quality garments, the firm will need to ensure that its products are cleverly and thoughtfully marketed to the appropriate consumer groups. In this report I will look at the marketing strategy employed by Levis on their new 'Anti-Fit' style jeans, and at the importance of consumer behaviour in deriving this strategy. I will also look at the importance of a clear and up to date comprehension of the factors that affect consumer behaviour, paying particular attention to the key role that perception will play in forming consumer's attitudes towards the new range of designer jeans. I will continue on to show how favourable perceptions about Levis brand identity will have a positive effect in raising consumer motivation to purchase a product from their range. ...read more.

Middle

This is particularly evident in a highly branded stylised market such as the jeans market. Therefore pursuing the correct marketing campaign is essential to appeal to the target audience, in an already highly differentiated market. When shopping for designer jeans consumers are more likely to consider purchasing a brand product from his or her awareness set than from a company who's brand image he or she has not been exposed to. Brand awareness is an obvious precondition to purchase. (Jobber 2004) The purchase of a pair of designer jeans may be considered neither a high involvement nor low involvement purchase, where involvement may be thought of as ..."the degree of perceived relevance and personal importance accompanying brand choice"... (Blackwell, Miniard and Engel 2001: quoted in Jobber 2004). The following model is an amalgamation of Fisbein and Ajzen's model for high involvement purchases and Enrenberg and Goodhart's model for low involvement situation. The influences at work when shopping for designer jeans. The purchase of a pair of designer jeans is seldom undertaken with the same abandon and low risk as, for example, the purchase of a pair of socks. ...read more.

Conclusion

90% of stimuli are received through sight, therefore when marketing a new range of designer jeans visual stimuli are a key method of attracting potential consumers. Potential customers within such a competitive market have a number of factors influencing their purchasing behaviour. Consumer buying is motivated by something more than awareness; it depends on the consumer's needs and drives, tastes and aspirations, attitudes, personality and social environment. Products are not only purchased for their functional values but also, for the social and psychological meanings they convey. The purchase of a pair of jeans is linked, to what extent is dependent on the individual, to the formulation and shaping of a consumers self-image. Purchasing a pair of jeans will to some degree shape a person's self-image and the way others may perceive them. As marketers, a company must align the consumer's self-perception and the image they intend to project to others, with the attributes and values they perceive to be attached to the company and its associated products. Grubb and Grothwohl (1967) suggest image research within marketing seeks to ..."link the psychological construct of an individual's self-concept with the symbolic value of the goods purchased"... (p 23). A consumer will purchase goods that they believe will either enhance their self-image, or those which help the consumer to feel closer to their self image. ...read more.

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