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Consumer Motivation on the BevCo Example
Why It Is a Challenge
Demographic distribution with regard to the way consumer attitudes are formed and changed that influence consumer behavior and decision making in the consumption of a particular product with respect to convincing consumers to switch on to a new product is a challenge. Researchers in psychology have demonstrated that consumers are strongly influenced by different feelings.
Reasons for choosing to select the consumption of a particular product, the influence of culture, consumer knowledge about a specific product, and the level of interest on a product are strongly influencing variables in determining and influencing consumer attitudes and behavior (Hein, 2006).
In the typical environment of the above case study, decision making to purchase a product for consumption must undergo the first stage of precontemplation to stimulate such a level of interest to influence the customer to commence decision making to purchase the product. Another challenge is in the second stage where of attitude formation.
It is a stage where tailored marketing techniques will have to be used to influence the customers in the contemplation stage for them to see a solution and a critical benefit in a need they may not have been aware of (Lindquist & Sirgy, 2006). This stage is critical in influencing decision making in the next stage to influence commitment, change attitude, and influence behavior to meet success.
It is important to note that different people attitude formation is strongly influenced by among other factors, exposure to the product targeting the market and the likely benefits to derive from the consumption of such a product. Therefore a marketing strategy has to be tailored to drive the sale of the new product to success. On the other hand, when decision has been formed, the next stage, a critical point, is where the customer will settle on purchasing the product (Hein, 2006).
Therefore, the marketing strategy and approaches will determine the final outcome on consumer behavior and the persistence of the decision made for the customer not to fall back on the decision to consume the specific product. The whole process is a strong challenge that has to be met with decisive knowledge on consumer behavior.
Developments of Teens that affect attitudes towards Milk
These developments include evolving lifestyle, issues of bone development and attitudes formed from the consumption of milk where more of the youth are convinced that milk is for infants. In addition to that, the youth are under constant pressure to shape up.
In addition to that, the youth are characterized by a keenness of understanding and sanguine ability to distinguish products features and either accept or reject them. The youth also require products that are tailored to reflect their specific needs for their age such as music and other brands that attract the customer (Ziems, 2004).
Product Attributes to Attract the Youth
Some of the attributes specific for attracting the youth and making them take more milk includes branding the milk with characteristics that show associated with strength, wit, success, dominance, beauty, music, and others depending on the demography of the youth (Rogers, 1983).
Change of Attitude at BevCo
BevCo should think about attitude formation based on a number of influencing factors to influence product acceptability in the new market by considering gender and the age of the target market. In addition to that, the income level of the market, demographic trends and profile, and other demographic variables.
In addition to that, Bevco should consider changing attitude, what each individual in each age group cares most for, conscious and unconscious desires, environmental influence, emotion, and self efficacy in the youth that influence their purchasing behavior.
References
Hein, K. (2006). Inside the Mind of the Marketer. Brandweek, 47(36), 16-21.
Lindquist, J., & Sirgy, J. (2006). Shopper, Buyer, and Consumer Behavior: Theory, Marketing Applications, and Policy Implications. OH: Thomson (3rd ed.).
Rogers, E. M. (1983). Diffusion of innovations. New York: Free Press
Ziems, D. (2004). The Morphological Approach for Unconscious Consumer Motivation Research. Journal of Advertising Research, 44(2), 210-215.
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