Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways …show more content…
People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive. People require brands to experience the feeling of being special. People spend their money to have something from famous brands, like a bag from Coach or Louis Vuitton which they think they need, yet all that is just people’s wants. Steve McKevitt claims that people give more thought on features or brands when they need to buy a product, “It might even be the case that you do need a phone to carry out your work and a car to get around in, but what brand it is and, to a large extent, what features it has are really just want” (McKevitt, 145), which that means people care about brands more than their needs. Having shoes from Louis Vuitton or shoes that cost $30 it is designed for the same use. The only difference is that some consumers want to show up by having expensive products from famous brands rather than from an unknown brand. Some consumers may buy expensive brands’ products, when their economy was not good …show more content…
Television sales shows give a chance to consumers to participate in their program. As Norton said, “Both politically informed purchasing and television sales conflate the free market and the electoral process. Dollars are identified with votes, purchases” (Norton, 91). This means consumers can order the product from a television program by calling a number that they show as a screen on their telephones. Also, television sales allow consumers who watch to respond and express their opinion, ask more about the product, or vote for it. Usually, television sales choose a time when consumers are free to watch television to present fancy commodities like jewelry. The announcer talks about the features of the product over and over for a half an hour. It gives the consumers a feeling that something he/she needs that product ever if it was expensive, they can be offered. Different brands send direct mail catalogues with their websites or phone numbers for ordering, it gives consumers the opportunity to shop when and where they want, and how the brands are collecting votes for their commodities. What all the companies need to do is let consumers vote for their brand by hiring people who can innovate a now features for their commodities or produces. As McKevitt claims, brands need people who have the ability to develop
Not all people have the same tastes in things, so having products for everyone makes for extremely pleased customers which brings in more money and more shoppers. The shopping world would not be half as successful as it is today if there was only one kind or flavor of every product on the market. Customers get bored easily so they must be entertained with new things and more variety of their favorite product. If Nike only sold one model of shoe, or if Bryer’s only sold plain vanilla ice cream, shoppers would eventually become sick of the product and then business would be lost rapidly. Thankfully in today’s society new varieties of products are coming out all the time so nobody has to be worries about not meeting their wants or
The data have shown customers’ interest; the retailers can serve their customers more effective when they know what their customer want. The product will catch customers’ attention because they know where exactly to put it. That lead to more product being sales and more money being generated. According to the video “How store track your shopping behavior”, from the study of men’s habit of shopping, they know how to get men pay attention to their products. They change it up a little bit and get a really interesting result:”85% increase in product touch, 44% increase in sales, and 38% increase in dollar sales”; that is huge increase numbers. That number show how impactful the study effects their business performances. It is the result of understanding their customers’ need and desire. The ultimate goal is to increase product sales. They have to depend on the customer to reach that goal. Making the customer feel comfortable and encourage them to buy more goods is a process toward that
Although they are regarded by many as threatening to our health, destructive to our environment and corrupting our children, brands are an important part of the postindustrial commercial life.2 Many recent books have been chanting an anti-brand rhyme: Eric Schlosser’s Fast Food Nation (2001), François Dufour and José Bové’s The World is Not for Sale (2001), and most importantly, Naomi Klein’s No Logo: Taking Aim at the Brand Bullies (2000). But still, brands are everywhere: “products, people, countries and companies are all racing to turn themselves into brands — to make their image more likeable [sic] and understandable.”3 Madonna, Canada, Starbucks, Martha Stewart, The European Union, Microsoft are all selling the greatness of being alive, surrounded by their music, culture, coffee, craft, money, software, etc.
He has worked with numerous of the Fortune Global 500 companies as a brand building expert. He has truly mastered consumers’ deepest desires by exploit hot spots in the human brains to compel them to purchase blindly and willingly. As a result, Martin has successfully help launched new products and brands. Martin created this book during the worst economic crisis since the Great Depression. Martin’s main purpose of this book was not getting us to stop purchasing, as that is nearly impossible. “The purpose is to educate and empower you to make smarter, sounder, more informed decisions about what we’re buying and why” (Lindstorm 8). By exposing marketing companies tricks and tactics, consumers would be equipped to battle the war on impulse purchasing in a time of
An object worth good value is determined by how society sees it. Hammerslough contends, “A fairly low price and decent quality for an item are no longer the only standards of what makes for good ‘value.’ The other sense of value- a source of strength or esteem-creeps into material objects as well (317)”. As years pass on by, the meaning of value one considers in making a purchase changes. How much an item is worth is no longer what is considered as good value, good value is considered to be an item that gives power, a feeling of being dominant over others who do not have such an item and revere those items. Lasn implies, “Your friends reinforce the brandhunting. Wearing the same stuff and hearing the same music makes you a fraternity, united in soul and form (379)”. Sometimes consumers buy items to fit into a clique or crowd. The clothes and valuables one wears and owns define their place in society. Wearing clothes out of date or different from others may make that person an outsider or outcast. Hammerslough’s claim was accurate because the truth is, most people do not even want the product; only buy it to feel dominant and feeling of acceptance to boost their
-Status symbols: Sophisticated customers who value the distinctive, exclusive collection seem to value the corporate-branded version of luxury. –Philip Martiz, chairman of the board
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
This is the case with Gap. Most people consider Gap to be a prestigious store so they will wear personal branding clothes from the Gap. This is evident because the top three selling articles of clothes from Gap are personal branding clothes. Some reasons for this are because personal branding clothes provide free advertising. These types of clothes are in style today. At the Gap this is especially true. It is important to keep on selling these type of clothes because most people (especially teenagers) feel that if a product is marketed well, there is a better chance they will buy it.
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
Consumers with brand loyalty are indifferent with too many choices in shopping as they tend to ignore other brands and chooses product from their preferred brand.
in this segment are often brand conscious and enjoy the latest fads and trends. They...
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
American Marketing Association (AMA) defines brand as a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers to differentiate them from those of competition” (Strategic Brand Management, P. 31). In this era of diversities, different brands compete with one another to be the most recognized in the market. They attempted to create the “wow” shopping experience that will make people come back for their brands. Wharton’s marketing professor by the name of Stephen Hoch once stated, “Peoples’ expectations are pretty high. It’s easy to fall short of those expectations, and hard to eclipse bad experiences, even with something that’s over-the-top.
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.