Appealing to Consumers’ NeedsMKT325-1203B-02 Consumer Behavior Fundamentals

Phase 3 Individual Project

Sabrina Mergenthaler

Colorado Technical University Online

Professor Justin Rudick

September 10, 2012

• Consumer seeks out information

• May use reviews or company’s website• Provide multitude of literature and material to

answer FAQ

Purchasing Buying Process

• Exploiting the need through appealing with brand

• Use of e-mail and other forms of e-marketing

Need Recognition & Awareness

Information Search

• Product purchased

• End-user evaluates the product for satisfaction

• Consumer pleased

• Consumer displeased—buyers remorse

• Comparison of brands

• Price shopping

• Quality shopping

• Product capabilities

• Compromise Purchase

Purchasing Buying ProcessEvaluation

A Hierarchy of Needs

Want Need Have

Self-Actualization

Esteem Recognition—Attention—

Self Respect

Social Needs Friendship—group acceptance—

giving/receiving love

Safety NeedsLiving in a safe area—Job Security—Financial

Security

Physiological Needs—Air—Water—Food—Sleep—

•Truth•Justice

•Wisdom•Meaning

Self-Actualization

Esteem Recognition—Attention

—Self Respect

Social Needs Friendship—group acceptance—

giving/receiving love

Safety NeedsLiving in a safe area—Job Security—

Financial Security

Physiological Needs—Air—Water—Food—Sleep—

•Truth•Justice

•Wisdom•Meaning

A Hierarchy of Needs(Continued)

Want Need Have

Maslow’s Theory in Action

Physiological Needs- Food

Social Needs- Acceptance, belonging, groups, love from others, need to fit in with trends, be beautiful

Esteem- Recognition, Attention from peers, sense of accomplishment through commitment

Self-Actualization- Self-discovery through accomplishment, Self-image-love, trust in product

The Appealing Features

• Trendy cereal delivery—flakey, granola crumbles• Smart Phone/iPhone Apps• Younger-looking models

• Variety Options• Support Plans• Kid-Friendly• Fitness Tips• Diet Plans• Promise• Online • Colors• Sweet• Prizes

Turning Features into Visible Benefits

Promise from the company- Instills a feeling of trust, cultivates a relationship through successfully accomplishing goals, each

success is marketing for Special K—they want women to fulfill the challenge

Trendy nature of cereal-Comfort with discussion of dieting-choice, creates openness in discussion weight loss goals, creates

common-goal awareness, new friendships

Appealing variety of flavors- reduces guilt of late-night sweet-tooth-cravings; increases likelihood of compatibility with dieting

products

Commitment to the Challenge- Recognition for achievement from peers, chance at prizes-instills feelings of happiness through

victory, a sense of being part of something

.

A message Worth Delivering

“You’ve started earlier…” “…you’ve worked all day…” “…slaved for hours…” “…sweated…”

“…strived…”

“…pushed harder… lifted heavier…”“…and did it all without batting a lash;…”

“…now that it’s time for a little self-indulgence, you’re not going to let a whole day of hard work slip, are you?”

“Don’t worry, Special K won’t ruin all that –indulge.”

“—Yours Truly, Skinny Jeans”

References

Customer Decision Making Process. (n.d.). M.U.S.E. Consumer Behavior Fundamentals. Colorado Technical University. Retrieved From http://coursebuildercontent.careeredonline.com/Assets/30000/23201.pdf

Maslow’s Theory of Motivation - Hierarchy of Needs. (n.d.). Envision Software. Retrieved from

http://www.envisionsoftware.com/articles/Maslows_Needs_Hierarchy.html#Physiological_Needs

Sarner, A. (2007). E-Marketing Improves the Customer's Buying Process. Gartner, Inc. Retrieved from http://www.ismart.co.uk/images/Bulletin%20Graphics/Email%20marketing%20i mproves%20the%20customer%20experience.pdf

Special K. (n.d.). Kelloggs Special K. Retrieved from www.SpecialK.com