| Topic : The Changing Face of Consumer Expectations |
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Export & Import Merchandise |
leaders-in change management |
Marketing |
6 more ...
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Activity:
4 comments
375 views
last activity : 07 06 2010 20:18:04 +0000
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Changing consumer attitude for market expansion
Attitude is a state of mind or a feeling; disposition towards a particular product. Attitudes Beliefs and views of consumers that affect the way consumers behave and and purchase. Changing consumer attitude can give high sales to companies. A case in point is of Johnson & Johnson Baby soap. The marketing campaign positions it as good to use for both women and kids unlike other soaps targeted at only kids. (Notice the last line “Mama ko bhi chahiye moisture ka parda”).
Dairy milk is traditional example of how chocolates primarily targeted at kids in the Indian market were targeted on people of all ages. Cadbury’s success with Dairy Milk encouraged it to launch similar campaigns for its Celebration chocolates. It positioned the chocolates as ideal gifts on all occasions. Special promotion campaigns during festivals enabled it to snatch market from popular sweet shops. Instead of customary sweets box during Diwali it became fashionable to gift box of chocolates.
Another option to expand market is broaden the product range to create new needs or tap into the latent needs of consumers. Consider Dettol- a product associated with hygiene. Dettol is already into soaps, liquid handwash, shaving cream, body wash and plasters. Its latest offering Dettol liquid is multi-purpose product. It can clean floor, disinfect bathing water, disinfect laundry clothes and can be used for first aid and personal care. Considering its multiple uses, the product is selling very well. The typical Indian consumer does not feel need to disinfect bathing water and laundry clothes. But with changes in life style, there is a change in consumer attitude and with correct advertising, the latent needs for hygiene and cleanliness can be tapped for increasing market. The men’s cosmetic market is another example of how changing consumer can increase sales.
Consumer attitudes define the boundaries of market for the products. Change the attitude and sales will increase. Today when most companies are stuck up due to lack of new markets, they can consider this strategy to expand their market.
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I agree. India should be self-reliant in this filed it has capability to do so. Imports are means of getting kick-backs for politicians should be restricted. They also drain a lot of foreign excahnge which is not good for the economy. |
Its scientifically proven that cell phone waves are harmful for any living organism. Humans are more prone to radio waves of cell phones. To be safe follow these tips: Restrict cell phone usage. Don't keep it in your pocket all the time. Keep it away... |
Yes I agree with Sheetal. I will like to add to her point that many students get degrees but they have no knowledge. In some cases people persue courses which do not have anything to do with their area of work. Its just for show-off. |