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Canned Food
Fournier describes consumers as having relationships with different brands. What Fournier means by this is that for any given brand, consumers ascribe to that brand a distinct set of attributes. This allows them to form a relationship with the brand that is independent of any particular product. This relationship is not necessarily one-dimensional, either. The brand has no feelings, but it can communicate to the consumer through the products associated with that brand and through the marketing messages that are associated with that brand by the consumer.
The category is canned foods. The products chosen are Spam and Heinz Baked Beans. I believe that consumers do have relationships with both of these brands. They are iconic brands in their categories. Consumers are exposed to both of these products at an early age, and may have an emotional attachment based on childhood nostalgia. For others, the product still resonates with comfort, convenience or simply personal tradition. Most consumers, but especially those who purchase those products,...
I do not believe that consumers have relationships with all brands. The relationship metaphor is effective because it highlights that there needs to be a series of interactions with the brand in order for a relationship to form. Most consumers have little relationship with most brands, only having a relationship with a few dozen or hundred brands that are regularly encountered. Because many consumers are brand-conscious, it may seem as though brand relationships form frequently, but they are not universal. From personal experience, and applying the relationship metaphor, there are a number of brands with which I have no relationship because I seldom if ever have any interaction with them.
The main argument against Fournier's theory is that inanimate objects cannot form relationships. However, this is a fundamental misunderstanding of the concept. Only the consumer forms the relationship. The consumer, in doing so, ascribes traits to the brand,…
Works Cited:
Fournier S. (1998, Mar). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research. 24, (4). Retrieved from Proquest May 10, 2011.
Anon, (2001). Consumers say "no thanks" to relationships with brands. (2001, May). Direct Marketing, 64(1), 48-51+. Retrieved May 10, 2011, from ProQuest Central. (Document ID: 74823521).
Lou Cooper. (2010, October). CUSTOMER RELATIONS: The secret to a good customer relationship. Marketing Week, 24-26. Retrieved May 10, 2011, from ProQuest Central. (Document ID: 2168595091). http://www.marketingweek.co.uk/trends/the-secret-to-a-good-customer-relationship/3019534.article viewed May 10, 2011
Consumer Behavior Three types of needs are biological needs, utilitarian needs and hedonic needs. Biologic needs are those needed to sustain life (shelter, food, water). Utilitarian needs are those that "emphasize the objective, tangible attributes of products" (Miller, 2010). These are practical products that provide a specific function (toiletries, clothes, pots and pans). A third type of need is hedonic needs, and these are products that are "subjective and experiential" (Ibid).
diffusion process? Briefly describe the individuals who make up each grou The first stage of a diffusion process is the awareness stage. In this stage the consumer becomes aware or informed about the existence of a new innovation. However this group of individuals is only know about the existence of the idea such as a brand name but do not know any further details about the product or the idea.
HOG Harley Davidson has traditionally targeted middle-aged white men. This target arises out of a couple of factors. The first is that most users do not rely on their Harley Davidson as their primary means of transport, so the purchase is discretionary. This skews the target demographic older because younger demographics do not have thousands of discretionary dollars to spend. The bikes are also priced at a premium, which further pushes
Branding in Service Markets Amp Aim And Objectives Themes for AMP Characteristics Composing Branding Concept Branding Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Categories and Themes Branding Theory Evolution S-D Logic and Service Markets Branding Challenges in Service Markets Considerations for Effective Service Branding Branding Concept Characteristics Characteristics Composing Branding Concept Sampling of Studies Reviewed Evolution of Branding Theory Evolution of Marketing Service-Brand-Relationship-Value Triangle Brand Identity, Position & Image Just as marketing increasingly influences most aspects of the consumer's lives, brands
Indeed, initially, as a new product is introduced on the market, the volume of sales is rather small. The main reasons for this are the fact that people don't know about it or that they use a different product. The price element is not necessarily relevant here and the first goal is to get the product known. This is done through extensive media advertising. On the other hand, once the product