Buyer behaviour process
- need recognition - there are different triggers for this need
- then search for a way to fill this need
- before buying you pre-purchase evaluate
- then you purchase and consumption follows ( the speed of consumption varies on the type of product, for example a washing machine may last a few year but a chocolate bar may only last minutes)
- Post-purchase evaluation
- buy again?
Maslow's Hierarchy of needs
5. Self-actualisation - personal values
4. Esteem & Status - power, respect, worth
3. Belongingness - relationships, family, home, sex
2. Safety - shelter, defence
1. Physiological - food, water - first thing you need primal survival
If you're doing design for a different country you need to look at what is important to them, you need to consider Maslow's hierarchy of needs.
Which product?
- memory is key, a smell for example may trigger a memory. Then you must consider whether the memory is good/ bad/ indifferent/ long term/ short term. It may actually be your job to change the memory and opinion on the product.
- Aesthetics - what is the look of a particular market?
- Emotion - does this product need to evoke an emotion, does the design need to trigger that? Hedonism - live with guilt? Conscience? Love?
- Genetics - men vs women - do you speak to an individual or a group this will depend on the gender.
- Logic
- Range of choice
- Attitude to risk
- Nature of problem - routine, simple vs complex, low / high involvement
- Religion / belief structures - how you process a product, they way you speak to someone?
- Legal Issues
- Other views - peers, friends, family
- Financial issues
Clever Ads
- understand size and presence
- 3d aspects
- make something boring and mundane a little more interesting
- think outside the box; think beyond
- gorilla advertising
Don't stick within a limit, make its platform/ surroundings work for you and the client. Be Creative.
We had to choose a product and analyse it in terms of PEST and SWOT.
Chosen product : DKNY Westside two tone chrono bracelet watch
P - Yes
E - Yes - because it is feasible
S - Yes - it is a socially acceptable brand
T - Yes - it works functionally
S -
W
O - focus on the form rather than the function, appeal to the dress watch market
T - other designer brands on the market such as Marc Jacobs, also depends on the consumer whether they want a more expensive watch or on the other hand want to go for a cheaper watch.
