Name : Fairus Akmar b Abdul Latif
Matrix No : SX132763HAFF04
A process where ones, groups or
organization act towards recognising their needs, selecting ways to solve these
needs, making purchase decision, interpret information, to make plans and implement the plan to select a
product, services, experience, or idea and these processes are called as
consumer behaviour. These processes are strongly influenced by these factors;
cultural, social, personal and psychological.
In order to influence a
consumer’s purchasing decision, a smart marketer will use psychology strategies
and make consumer to spend their money. It’s really helpful to understand how
people operate. Psychological tactics which will engage consumer compel them to
buy includes expertise, opportunity, emotion, and results.
EXPERTISE
Most people will naturally obey
authority figures. Become an expert in the business will create authority. If
the marketer is not an expert in its field, consumers have no strong reasons to
choose the product or service that is offered. Besides to strengthen the
marketing campaign, the expert status will make the marketer offer is more worth
buying than the competitors. As an
example, we prefer to spend more money just to see a doctor who expert in
certain field such as skin, heart, etc. It is because we belief and have faith with
the specialist doctors. We are likely to trust expert opinions and suggestion,
simply because we believe the person is credible.
There are 5 characteristics that
an expert should have:
1- An
expert should have a good quality of product.
2- An
expert should be a practitioners in the industry (walk the talk)
3- An
expert should solve people’s problems.
4- An
expert should add value to the lives of others.
5- An
expert should always make research to find out customer’s needs.
OPPORTUNITY
Where there is a problem there is
a chance. As a marketer, our job is to give and spread any opportunities
available. Whatever that we do, we need to convey the message that we have the
opportunity to change and improve one’s life or to solve their problem. In
advertising copy, benefits generally outsell features. Demonstrating how that
the product will improve consumer’s life tends to have more influence rather
than explaining how it works.
EMOTIONAL
As a marketer, we have to
understand the emotions of consumer and we should keep them liked us. In
psychology liking means that if an individual feel positively towards the shop
A, they will be much more likely to interact or buy from the shop A. Liking is
crucial to developing a company brand. However, being “likeable” does not mean
being “nice” but make people feel positively affiliated with the brand.
In other psychology studies, most
of the times the customers decide to buy are based on emotion, only a small
percentage of the purchase based on logic. The marketers have to absorb the
emotional element to ensure an effective marketing campaign. If we do some
observation, all the marketers are using emotion to flick the heart of the
customers. The best example shows by the negative company such as “Skim Cepat
Kaya”. They emotionally touch the people desperate who looking for an
alternative way to borrow money.
In addition, smile is one of the
emotional marketing tactics that can melt the hearts of customers. As a
marketer, if we understand and dominate the emotion of consumers, each and
every marketing campaign will give the maximum impact.
RESULTS
In psychology study shows that an
individual tends to buy something when they see others using it, especially
when the product give positive results to the users.
In a case where an individual are
looking for a lose weight product, then he/she come across to a success story
shared by others who using product XYZ, what do we as client feel for the
product? Normally we will tend to find out more information on the product and
buy it.
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