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Tuesday, 3 April, 2007Sensory expects first relate to the pleasure, or rather the pleasures, of consumption itself, to the satisfaction of getting what one wants. They also express pleasure of the senses driven from the use products purchased. Finally, the pleasure can relate to pleasant memories associated to a product or a brand. Advertising in general suggests the […]
Read the rest of this postIGOR 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 […]
Read the rest of this postWhat do you think of IGOR?
Monday, 26 February, 2007IGOR is a sympathetic mascot, a small gentle gorilla, created by the Vachon Company to sell new Gorilla shaped muffins, obviously intended for children. IGOR even has his own Web site, whose evocative name is « Igor and me ». To sell its product, Vachon setup a promotional campaign, well described on the Infopresse portal: […]
Read the rest of this postDo you really need it?
Friday, 23 February, 2007We consume too much and we consume badly. « Consumption has become the main activity of our society. Other eras left us cathedrals or other monuments indicating the importance of certain values, religious or not; the temples of the current era are these immense shopping centres that allow people to regularly pay homage to the […]
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