Archive - Archive for the month of March, 2007
IGOR and the law: who’s to blame?
Tuesday, 27 March, 2007Under the terms of the Consumer Protection Act, the « Office de la protection du consommateur » (Consumer Protection Agency) issues 36 violation reports against Saputo; the company may be subject to fines totalling $60,000. These accusations are made in response to a complaint lodged last month by the « l’Union des consommateurs » (Union […]
Read the rest of this postAspirational expects
Tuesday, 20 March, 2007Aspirational expects address another form of symbolism, one which is much more deeply rooted. They reflect the consumer’s fundamental aspirations: personal values, self-image, self-esteem, etc. Aspirational expects are amongst the most influential elements on consumption. Cosmetics and perfumes offer excellent examples of products that appeal to the consumer’s aspirational expects; the image of femininity, very […]
Read the rest of this postSymbolic expects
Tuesday, 13 March, 2007Marketing specialists are very much aware of the fact that goods and services are often purchased more for their symbolic than functional value. Symbolic expects aim at associating the product to a symbol the consumer wants: fashion, status, life style, social class, wealth, power, technological modernity, etc. One seeks an image, a given life style […]
Read the rest of this postFunctional expects
Tuesday, 6 March, 2007Functional expects refer to consumer requirements regarding the utilitarian aspects of a product; goods or services must fulfil the function for which one buys them. They express benefits sought by clients: safety, durability, ease of use or maintenance, performance, etc. They influence the physical characteristics of the product, technology used, etc. Clothing, childrenswear in particular, […]
Read the rest of this postWhat is it that really makes you buy?
Friday, 2 March, 2007Contrary to what marketing theoreticians would have us believe, one does not buy to satisfy inborn needs, but to build and maintain an image. Maslow’s hierarchy of needs is useful to understand the consumer’s fundamental motivation, why he wants to consume — the human being has limitless desires. However, my field experience in marketing and […]
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