Question

consumer behaviour

Q: Why is memory relevant to understanding consumer behaviour?

Answer 1

Marketers attempt to place their brands in consumer minds. It refers to the brand's recall in relation to rival goods. By doing so, the marketer attempts to enhance the image of his consumer-friendly brand, as well as to promote the image of the products and the stores. The position of the product evolves over time, as the marketer gets to know more about consumer preference. Usually consumers have a "ideal brand" concept and want to be as close as possible to the ideal brand. Also, the marketer tries to offer a product by positioning and repositioning the product that comes as close to the ideal brand of the consumer as possible.

As the brand name, words, and logo come together to build an impression in the consumer's mind, that can evoke thoughts , emotions, and objects, and a subsequent retrieval of past memories. Disney is big at evoking nostalgia and past experiences, they want adult customers to remember being taken as a child to the Disney Parks and then repeating the experiences with their own children. Most of their marketing shows families with great memories together, while the adults recall being there as youngsters.

If the buyer is unsure of what to expect from the product or service, so they do not purchase it. This explains why familiar brands such as Campbell's Soup, Coca-Cola and Disney do not change their logos — customers are familiar with them, have positive thoughts about them, and know what to expect. Physical limitations: Marketers need to remember that some consumers have limitations such as hearing impairment or color blindness, and this needs to be taken into account when creating marketing mesh.