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Social media impact on purchasing decision making
The impact of social media on consumer buying behavior
Social media impact on purchasing decision making
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Have you ever thought how much research and effort a company has done to make their product appeal to you? A company will conduct surveys, record human responses to specific images, and adhere to government regulations not to mention all the different designs produced, just so that you will want to buy their product over their competitors. In Thomas Hine’s essay, What’s in a Package, Hine discusses the great length the response that a consumer should have when looking at a product’s packaging, the importance of manufactures’ marketing campaign, the importance of packages depending on the culture, then finally to why designs will change over time. Walking down the aisle of a supermarket is how Thomas Hine begins his original argument on how
If we refer to products, people often take them as the things we get from suppliers with a price. Apparently, this is a definition from the perspective of exchanges and does not quite catch the essence of the meaning of product in the marketing discipline. In this regard, Rothschild (2009) offered a probably better definition for products as a bundle of benefits for customers. This definition also offers an important perspective for JB Hi-Fi to understand its products. Because after all, JB Hi-Fi is only a retailer and all its home theatre products are sourced from their manufacturers. If JB Hi-Fi only sees its products as the tangible parts, it may miss out the very important parts of the competition. However, if JB Hi-Fi sees the product as a bundle of benefits it can offer to its customers, the tangible part is only part of this bundle. There is much more for JB Hi-Fi to offer to improve the benefits to customers, and at the same time differentiate itself from its competitors.
Today’s society is full of products that have numerous varieties. But, little do customers know about the time before when there was one type of each product. In Malcolm Gladwell’s “Ketchup Conundrum” article, he offers many different situations providing an explanation on how some products came to be, and how some name brands made their way into the business world. Consumers are lucky today that there is almost any variety of product to fit their wants or needs.
“The individual human mind. In a child's power to master the multiplication table there is more sanctity than in all your shouted "Amens!", "Holy, Holies!" and "Hosannahs!" An idea is a greater monument than a cathedral. And the advance of man's knowledge is more of a miracle than any sticks turned to snakes, or the parting of waters! But are we now to halt the march of progress because Mr. Brady frightens us with a fable?”
In the beginning, Horton and Freire discuss the format of the book and how they will proceed with their dialogue. They introduce the setting and talk about their perspectives on book writing. This introduction is essential in order for the reader to understand what follows, since this format is not common. The authors do not outline specific sections of the book at the beginning; rather they let the conversation flow in an order that seems natural at that time. Although I feel that the structure of the book seems very confusing to me when I try to recall who was saying what and projects a set clear lack of structure.
Paine, T., & Slaughter, T. P. (2001). Common sense and related writings. Boston, MA: Bedford/St. Martin's.
This issue impacts my life in many different ways. First, it makes me pay closer attention to my personal interactions. How am I part of this problem? How much of what Dr. Tannen describes apply to the way I approach dialogue, the way I problem-solve, or the way I consume the news? It will certainly make me an even better listener. Knowing that assumptions are part of any given dialogue, I will be more in-tuned to assumptions underlying any given argument. I am also reminded to pay attention to metaphors. What metaphors are at play? Keeping in mind that "the terms in which we talk about something shape the way we think about it", I am invited to identify the metaphors operating within any discussion, and perhaps more importantly, choose my own words wisely.
Thomas Hine expressed the relationship between the shoppers and the package, either food, colonia or anything, actually; most products or things in our world has a package, it is different from one good to another. The purpose of the package is to sell it self by getting the consumer's attention. Hine build a bridges between his main points, for example; first, he start talking about the packages, then, Hine mentioned how sometimes the products are not good as it's their packages, also, he made a connection between the packages and the people, how people want the others to think when they first see them, so they shape themselves in a package. At the end, Hines compares the American market or the way they package their products,
Steven Shapin is an expert when it comes to telling people the reality of the situation. In his, article “What Are You Buying When You Buy Organic?” Shapin exposes and explains the truth behind the word organic. He explains that our view on organic is not a reality. The small farms that we picture in our heads are really just big business in disguise and these big businesses are trying to do good by supposedly not using harmful pesticides. Which are supposed to not damage the environment but in reality they are probably not making any sort of difference. Some people care about the environment, while others are buying taste when it comes to organic food but using different pesticides are going to help the taste, only freshness tastes the best.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
Paine, Thomas. "Common Sense." Electronic Library of Primary Sources: The Americans. CD-ROM. McDougal Littell. Evanston, IL: 1999.
(P179) Products need to be positioned when being introduced by a marketer to ensure characteristics most desired by the target market are highlighted. MUJI is an example that succeeds in positioning in marketplace. Launched by Seji Tsutsumi in 1980, Muji is a retail company from Japan which sells a wide range of household and living goods. The brand’s name is originated from its Japanese name “Mujirushi Ryohin” which denotes “no label quality goods”. As Silvia says in her article that, “The colors, patterns, and materials are generic, but everything, from toothbrush holders to storage boxes, comes in pleasing shapes” Every product in stores is in MUJI’s own style. With the slogan call “lower priced for a reason” and the concept “less is more”, MUJI offers high-quality, functional and affordable goods to its consumer from all over the world. A product’s position can be based of specific product attributes or features. MUJI has positioned itself primarily on simplicity, functionality as well as lower
When creating a marketing mix for a product, the company needs to look at the 4Ps: product, place, price and promotion (Eugene McCarthy, 1960). “When considering the 4 P’s of the GoPro, it is clear that the company’s success has been due in large to such great marketing.” (Suki Chan, 2013)[1].
Rohm, Kashyap, Brashear and Milne (2004) suggested that in order for a company to be successful, it must differentiate itself from competitors to appeal to customers in the online marketplace . To achieve this, the company will utilize its practice of personalizing its product packaging that it currently offers in-store customers. ABC will implement a customer e-mailing list to send sales advertisements, product promotions, and other special offerings to customers who
The other day I walked into the supermarket to buy a box of Kleenex. I was faced with a variety of colors, textures, box designs, and even the option of aloe. All these features designed for a product to blow my nose into! Selection wasn't limited to the Kleenex section, either…I found abundance in every aisle. We seem to always want more - more choices, more variety, more time. In fact, even the word "supermarket" implies a desire for more than just a simple market.
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.