After reading Jenny’s blog post titled “No Frills is full of Thrills” describing her dilemma in choosing between two major supermarket chains, I was inspired to reflect on the factors that affect consumer behavior and the different stages of the buyer decision process. Jenny first outlined a few attributes of supermarkets that she values such as convenience, quality, and price then she ranked each brand accordingly; her thought process was that although No Frills was no match for Safeway in terms of quality, its lower prices appealed to her which greatly influenced her buying decision in favour of No Frills.
As you can see, each customer has their own subjective beliefs and attitudes towards brands. This is why I am amazed by how marketers are expected to interpret buyer’s convoluted and at times, irrational minds in order to determine methods that can effectively influence the buyer’s decision. From reflecting on various marketing strategies learnt in class, I believe targeting and positioning a brand’s products to a particular segment is most effective as this allows those customers to voluntarily take action to purchase products that best reflect themselves in terms of their roles and status, lifestyles and personality.
Awesome post using STP Charlene!