1. Introduction:
The main reason attracted customer to consume in modern society is not just the value exchange but also an act of production of expression. Consumption becomes a” phenomenological in spirit and regards consumption as a primarily subjective state of consciousness with a variety of symbolic meanings, hedonic responses, and aesthetic criteria”. (Holbrook and Hirschman, 1982). The first part of this paper will analyze the different definitions of consumption, especially focus on experiential consumption. The other part will show how the Benetton Group architect and develop their brand portfolio through experiential marketing theory.
2. What does consumption focus?
Consumption is an action of using up a resource to consumer. However, there are different views on why consumer use up. In order to know the need of customer better, it is necessary to analyze the different opinions.
2.1 Consumption is in an “information processing model”
This theory begins in the enlightenment age, which emphasis rational choice, and trust consumer have initiative reason. Then it develops to an apparently irrational buying based on logical flow model of bounded rationally. (e.g., Howard and Sheth 1969) In 1979, Bettman named it as “information processing model” (Bettman, 1979). In this model, consumer is unable to deal with very complex analysis of available alternative as they have a limited capacity for processing ability. In other word, consumer just undertake simple decision in order to “sidestep the overly overburden task of assessing all the information available about all the alternatives”. (Bettman, 1979) All these analysis based on regarding consumer as a rational and goal oriented individual.
2.2 Experiential Consumption
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4. Conclusion
In a fashion market full of change, which is also change consumer’s consumption behaviours, it is so important to build a emotional connection between marketing strategy and consumers. Depending on experiential marketing strategy, Benetton adopts extraordinary marketing methods to satisfy consumers’ entrainment requirements. At the same time, Benetton also gives the family brand special personality, which carter to consumers’ social responsibility satisfaction. Through a series of controversial adverting, Benetton attracts much attention and debates, which stimulates the growth of turnover and acquire free advertising influence. Differing from “hungry marketing” of Zara, Benetton possess higher brand loyalty but less market shares. Faced with challenges from emerging market, Benetton should change its marketing strategy which should be more local.
We live in a new generation of buyers. Consumers used to be taught how products can help them fulfill their needs or reach goals and the benefits of the products were described to provide reasons for buying. Now consumers only buy if they identify therefore positive attitudes towards a brand of product should be taken in consideration to express a brands values as social groups influence consumers by sharing their own experiences and connections in their community. The value of a great shopping experience is rather found in the moment of consumption, rather that in the purchase of a product. Brands should understand that people do not buy only the products, they buy the services that the products provide too.
Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...
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Bornmark, H., Goransson, A., & Svensson, C. (2005). A Study To Indicate The Importance Of Brand Awareness in Brand Choice. Bachelor Degree Dissertation International Business Program.
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