Lecture notes
- Need recognition: triggered by lots of different things and depending on market you know what that is, need can mean want but want does not mean need.
- Then search
- Then Pte evaluation: does the product work your own and other people's view and evaluation could take seconds or a lot longer
- Then we purchase it
- Then you consume it: the speed of consumption depends on product you bought.
- Post purchase evaluation: would you buy it again, was it good or bad
- Maslow hierarchy of needs;
- Physiological: food and water
- safety: shelter and defence
- belongingness: relationships, family, home and sex
- esteem and status: power, respect and worth
- self-actualise: personal values
If you lose one of these platforms then you will drop to the platforms below. Sometimes to platform number 1 and for example the client you need to know financial background and what's important to them.
Which product
Memory then consider good bad
>Indifferent
>Long or short term,
>May have to change people's memory of the product,
>Aesthetics, does it look right?
>Emotion does product have to evoke an emotion?
>Genetics-men vs women,
>Logic,
>Range of choice
>Attitude to risk, people prepared to try new things
>Nature of the problem routine simple vs complex,
>Low and high involvement simple is low and complicated it high
>Religion or belief structures can affect you or others how you talk or work-
>Legal issues
>Other views, peers, friends, family-
>Financial issues.
Image based Some clever ads, don't just aways stay with the format you are given, i do not be scared of changing things, think about 3D objects, think outside the box make it memorable, using something that's clever and dramatic for press and social media to promote it for you.
Chosen product
PEST
Is it acceptable
Is it feasible
Is it acceptable
Is if functional
You could focus on more of the look than functionality of a product for example: people will pay for dress watcher as well as the water proof ones.
