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Consumer Behavior: A Case Study

895 Words4 Pages

1) From transaction to relationship:
Conventional marketing was based on customer behaviour. It aimed at influencing the customer’s choice which impacted its purchase decision. This decision was based on parameters like tangible and intangible benefits, product base or image base.
Marketers used the 4 ps of marketing i.e. Product, price, place and promotion as the only means and tool to market and communicate regarding their product to the customers. Segmentation was another key feature of conventional marketing. Segmentation basically divides the market and groups them into groups of similar liking and expectation. Brands can be then categorized and presented to these segments to match their expectations.
The business scenario is changing …show more content…

Relationship marketing creates an emotional bonding between the brand and the customer wining their loyalty for quite some time.
2) From purchase to satisfaction and experiential rewards:
Another significance of this shift is towards the post purchase satisfaction and service that the customer enjoys. It is critical that the brand delivers all the set expectation of the customer with same or improved consistency, every time the customer buys the product. Marketers are continuously working out various ways and means to increase this satisfaction level every time the customer uses the product.
How can this satisfaction be raised, improved relentlessly? In this process the conditions of the consumption situation need to be taken into consideration. A product is always consumed in a context. The nature of this context affects the degree of satisfaction that the customer reports, through the notion of a ‘rewarding experience’. …show more content…

Another example that display experiential benefit is of, stores such as Nike town and the House of Ralph Lauren which are typical applications of this experiential concept.
Schmitt (1999) has coined the term ‘experiential marketing’ to refer to ‘how to get customers to sense, feel, think, act and relate to your company and brands’.
3) Bonding through aspirational values
Apart from delivering their main function and giving a great experience to their customer, it is necessary for brands to be ambitious. This is achievable through the intangible value of the brand that the customer derives after using it.
The intangible value of the brand should correlate to the values of the customer so that they can sink within each other and give the ultimate satisfaction to the user of the brand. If they will not complement each other, customer will feel disassociated with the brand. The brand values should reflect in the vision and mission statement of the firm which can help the customer to relate itself to it before buying the product.
Example: If I am a true patriot and I strongly believe in Indian brands, I will choose a brand which displays patriotism. I will be mentally able to associate myself with

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