Home About IUP Magazines Journals Books Archives
     
A Guided Tour | Recommend | Links | Subscriber Services | Feedback | Subscribe Online
 
Marketing Mastermind Magazine:
Consumer Motivation, Attitudes and Perception: A Narrative Exposition
:
:
:
:
:
:
:
:
:
 
 
 
 
 
 
 

This article explains some basic concepts relating to consumer behavior with the help of a mix of fictional narratives and actual examples. The concepts are drawn from standard text books on marketing, while the narratives and examples are put together by the author.

 
 
 

On the well stacked Shelf No. 14, next to Fair & Lovely (born 1976), sat Pears (b. 1789) and Dove (b. 1957). Pears and Dove were beaming after a few from their flock had left them forever. Seeing this, Fair & Lovely (FAL) asked them the reason for their happiness, when, in fact, they had lost some of their brothers and sisters. FAL was shocked at the sheer impertinence they showed and confronted them saying, "Do you have a heart, at all? You just lost some of your companions!"

Looking at each other with perplexity, Pears turned to FAL and said, "You young punk! What makes you think we are laughing at our loss? We are happy that our makers have understood how to market us. Yes, our friends did leave us; but then they are going to be adopted by their buyers. It is not how you appear sitting there. It is what your buyers think of you in their minds when they come to see us all. Our buyers feel, by adopting us they will be able to maintain a good and a clear skin. This is called `positive motivation' on the part of the buyer."

Amazed by this reasoning, FAL said, "Wow! I never thought of it this way."

Suddenly, ten FALs more than Pears and Dove were taken away from the shelf, which shattered all the logic propounded by Pears. It was now FAL's turn to retort, and retort it did by saying, "Dude! All that theory is old. My makers have found out the `negative motives' in the minds of buyers. So, my image is now that of a product that can do what you guys have failed to. People have now realized that only adopting you does not work, and have started adopting me to supplement you."

 
 
 

Marketing Mastermind Magazine, Consumer Motivation, Flagship Garment Stores, Consumer Behavior, Promotional Offers, Modern Packaging Technologies, Consumer Perceptions, Subliminal Messaging, Lifestyle Malls, Mannequin Couples, Consumer Decision Making.