CONSUMER BEHAVIOUR/TARGET POSITIONING

Consumer behaviour , Target positioning and marketing of the brand, PESTLE analysis

What is consumer behaviour?

• individuals or groups select, purchase use of dispose of products, where do they end up

Maslows Hierarchy of needs

Self-actualisation needs- the desire for self-esteem in achieving whatever someone can

Esteem and status- striving to achieve a high standing in relation to other people

Social needs- we need social experience and desire products and services that facilitate social exchange

Safety needs- protection from unpredictable happening in life

Physiological needs- the fundaments of survival 

How does your own self-concept create influence behaviour?

Self -esteem campaign riches 1993, Kees et al 2008

- Marketers use attractive models for a social comparison process where young female consumers compare themselves and feel inadequate against them 

NEED SOMETHING TO FEEL PERFECT - marketers can manipulate that.

This model does not really account for the influence of other people

Diverse and changing markets

• most fashion marketers try to attract several market segments at once
• eg/ GAP sells to men , women n children 
• Consumer buying habits don’t remain the same
• Changes in economic or social conditions can affect the consumers choices 

Segmenting a market 

-market segmentation is a way of analyzing a market by categorising their specific characteristics

eg/

• Demographics - describe a population in terms of personal characteristics such as age gender, income, ethinic background, education, religion and lifestyle 
• Psychographics- based ons pyscologoical characteristics such as attitudes, interests and opinions
• Geographics - statistics about where they live, selling online or offline
• Behaviouristic/usage- statistics about consumers based on their knowledge attitudes, use or response to a product, eg limited edition 
• Situation
• Geodemographic

• marketers may look at the purchase occasion for a product, the product benefits sought by consumers or usage level and commitment towards a product 

Targeting 

• the next step is targeting in which marketers evaluate each potential segment and decide upon which groups of customers they will invest marketing resources
• Selected groups are known as target markets
• How is technology making it easier for fashion firms to target potential customers 

Brand positioning market 

Brand positioning is defined as the conceptual place you want to own in the target consumers mind, the benefits you want them to think of when they think of your brand. An effective brand positioning strategy will maximise customer relevancy and competitive distinctiveness in maximising brand value.

• What does the brand community currently believe about or value in the brand?
• What might the brand community believe or value about the brand in the future?
• What does the organisation currently claim about the brand?
• What would the organisation like the brand to become down the road?

How are the consumers perceiving the brand in their mind?

Why do they buy the products continuously or just buy the product once 

The final step… Positioning 

How do you want to be seen in the market place? What is your key competitive advantage? What do you want to highlight?

Product Differentiation - eg/ The lynx effect will make you more sexually attractive towards women

Service differentiation - eg warranty 

Personal differentiation - eg apple geniuses 

Low price/ high price

Basic quality/ high quality

Low volume/ high volume

necessity/ luxury

light/heavy 

simple/complex

unhealthy/healthy

low-tech/hi-tech 

Perception map - analysis tool for positioning

• part of your report
• Where the brand is now
• Where the brand should be
• Explain why it should or is there 

Product life cycle - use in connection with perception map 

The fashion cycle

• the ongoing introduction rise, peak , decline and obsolescence in popularity if specific styles or shapes 
• All styles that cone into fashion rotate through the fashion cycle 

Stage 1

Introduction-

• The first stage of the fashion cycle is when new styles, colours and textures and fabrics are introduced
• The new style may be accepted by a small number of people called fashion leaders
• Promotional activities include fashion shows and advertising or high fashion magazines
• Fashion are produced in small quantities and high prices
• Retail buyers purchase limited numbers to see if the style will be accepted 

Stage 2

Growth or Rise-

• the second stage of the fashion cycle when consumer interest grows and the fashion becomes more readily accepted by consumers
• Mass production brings down the price of the fashion, which results in more sales
• Styles are manufactured In less expensive and in lower quality construction than the original style
• Promotional efforts are increased In high fashion magazines to heighten consumer awareness
• Retail buyers order items in quantity

Stage 3

Maturity (peak)-

• the third stage of the fashion cycle during which a style is at its height of popularity 
• The fashion is demanded by almost everyone because it is now within the price range of most consumers and is mass produced in many variations
• Each retailer tries to persuade customers that its version of the style is the best  

Stage 4

Decline-

• the fourth stage of the fashion cycle when the market is saturated and popularity decreases
• The fashion is overused and becomes dull and boring
• As the fashion decreases in popularity retailers mark down their prices
• Promotions centre around major clearance or closeout sales of the fashion 

Stage 5 

Obsolescence(rejection of style)-

• The fifth stage of the fashion cycle when the style is rejected is undesirable, is undesirable at any price, is no longer worn and is no longer produced
• End as an accepted fashion 

Product extension strategy 

• is the beauty market a natural extension of the fashion industry 

Extension strategy 

• a medium to lone-term plan for lengthening a products life cycle 
• Strategies include:
• Redesigning the product
• Adding an extra feature
• Changing the packaging and advertising to appeal to a NEW market segment 
• Providing a unique selling point USP
• But what are the effects of the strategies
•