The paper "Consumer Behaviour Marketing Product and Target Market" is a good example of marketing coursework. “ On the Move” is a lifestyle magazine published by Populist Publishers and circulated in major urban areas in Australia. The magazine targets the young ambitious woman aged between 17 years and 25 years of age. Unlike other lifestyle magazines targeting young women in the Australian market, this magazine will address the need of all women regardless of their body sizes or looks. This is informed by the fact that many magazines currently in the market stress the importance of physical appeal and beauty while failing to address the wholesome needs as presented by the modern young woman, who not only needs to look good but also needs to go up the career ladder and lead a healthy life.
Through a combination of product, price, promotion and placement, the magazine is intended to appeal to the young woman who is passionate about making herself a better person socially, economically and career-wise. Using the marketing mix The tri-component attitude model in marketing suggests that consumers use the cognitive component; the affective component; and the intention component when purchasing a product (Malhotra, 2005).
In the cognitive component, this concept suggests that a consumer’ s beliefs about a product, brand, purchase outlet or actions are based on their personal knowledge, perception, first-hand experience or simply experience passed to them by other consumers. The Affective component, on the other hand, proposes that a consumer’ s beliefs about the product, retail outlet, purchase action of the brand affects feelings like likes or dislikes that the consumer develops towards a product. The conative component proposes that the consumer’ s intention towards a product, brand, action or retail outlet (whether neutral, positive or negative) is influenced by the beliefs he or she holds towards it.
It is thus a three-part model with a knowledge component, a feeling component and a behavioural component (Malhotra, 2005). Appealing to the cognitive component According to Schwarz & Hunter (2008), the cognitive component of consumer behaviour focuses on the perceptions and knowledge that the consumer has towards the product. The perceptions can be acquired from direct experience with the consumer, or indirectly through other people’ s experiences, which are passed on to the consumer through narrations or other forms of information sharing. Using the marketing mix to appeal to the cognitive component of the “ On the Move” magazine, the product would have to contain feature articles that satisfy the quest for the knowledge presented by the target audience.
The writing style used by the writers also needs to capture the attention of the readers because as Just (2010) found out, young people hate reading boring literature. This means that the writers would need to fuse entertainment in all the educative and informative articles they write. The price is set at 5 Australian dollars with the view of attracting more readers because of affordability concerns raised by the target market, most of who are not yet working.
With the valuable content inside, however, most readers will probably find the magazine a good value for their money.
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