Consumer Behaviour: Applications in Marketing by Robert East & Jaywant Singh & Malcolm Wright & Marc Vanhuele

Author:Robert East & Jaywant Singh & Malcolm Wright & Marc Vanhuele
Language: eng
Format: azw3, epub, pdf
Publisher: SAGE Publications
Published: 2016-11-10T08:00:00+00:00

Exercise 9.1 Recognizing dissatisfactions

Think of everyday products that you use, for example refrigerators, shoes and clothing. Are these satisfactory? If you look at these products with a more critical eye, are there weaknesses that could be corrected? Does your refrigerator ice up or fail to drain condensation? Are your shoes too worn? Are you using clothes sizes (bras, collars, etc.) that are no longer appropriate? Such frequently unrecognized problems often occur because what was once satisfactory has slowly become less so – too slowly to be noticed. What should advertisers do to draw your attention to needs that you have not recognized yourself?

Some problems persist for a long time before a solution is found. Many of these solutions could have been invented earlier; what is often missing is the idea, rather than new technology. Consider the wheels on luggage which are now so common. These could have been produced years before they became common. Often, people may not have had the idea for the innovation because habituation stopped them from recognizing a problem. Can you think of products that we take for granted but which could be made better?

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.