The paper "Building Consumer-Brand Relationship" is a perfect example of a Marketing Case Study. The dressing is a very important aspect that can be used to tell people’ s personalities. Hence, personality traits are a result of many factors such as culture, religion, interests and family values. Since people are endorsed with different personalities, for instance, introverts and extroverts, the way these groups of people express their personalities is through the needs and wants essential in their lives (Eunju et. al 2007). People thus; use the aspect of dressing to demonstrate their personalities.
Due to this reason, the “ Someday” perfume would be used to identify the consumer market, draw their profile and come up with a primary target audience. Using the primary target audience, effective ways would be identified for ensuring the product reaches the consumers. This could be done through the media. Covering all these sections, the purpose of this report is to identify several market segments that would heighten the sale of the “ Someday” perfume. This perfume is fruitful and full of aroma as it attracts all people of all classes.
When a person wears perfume regardless of gender, it leads to instant attention from those around them. The scope of the report is young people. This report is set to identify the characteristics of the youth that make them buy this particular perfume. Young people include; students in High school, colleges, and all those individuals in their twenties that are already working. The youth have been easy to get target as they get attracted to items that satisfy their needs. To ascertain the most precise target for the perfume, an interview would be undertaken using individuals from each category.
The results would be analyzed in terms of those who “ agree” and “ disagree” to the benefits of the perfume. Due to the varieties of perfume ranging from $25 to $30, both the youth who are studying and those working can easily access it (Peter & Olson 2008). Consumer analysis An analysis is like a study on the type of consumer that is identifiable with the primary target consumer. For every market there are consumers and they are defined by what it is termed as consumer needs and motivation.
Many consumers are controlled by the desire to own and the motivation that a certain product offers in relation to the satisfaction of needs. Looking at the needs, product benefits, product attributes and personal values of the consumer have a relationship that leads to consumer motivation. “ Someday” perfume satisfies the needs of its consumers by answering the key factors that define a consumer. The three factors that define a consumer are thoughts, feelings, and actions that a consumer takes in order to gain satisfaction with a product.
These factors are aroused by the information that comes along with product attributes (Hoyer & MacInnis 2007). The young people like to be associated with things that sell their personalities, and to ensure this, they end up associating with specific things. Since “ Someday” perfume is valued by many due to the sole reason that the picture of the brand includes a celebrity, may people would like to floss with the perfume. The celebrity is a musician who is loved by almost everyone due to his singing and having a perfume with his picture satisfies the satisfaction of belonging.
Another attribute of the perfume is its aroma which is certainly off the hook as it suits all people of all kind by identifying them as belonging to a high class. Then, the benefits of using such perfume are the establishment of many relationships since many people are drawn towards you. A person who well understands the perfume would certainly form a good opinion when he comes across an individual who has worn it. Customers’ values are dependent on some groups of individuals such as the family.
The family is bound by its values which are related to culture, religion, and class. There is also theoretical information that explains the connection between the consumers’ needs and motivation to buy the “ Someday” perfume.
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