2 - Motives Behind Buying of Goods & Services

Consumer Psychology-

Motivation -

Freud's theory - Shape of the packaging box and case, size, weight, colour, texture and brand name matter.

Herzberg's theory - Satisfiers - long lasting effectiveness, texture, ease of transport, the compact does not crack or crumble to loose powder.

Perception-

Due to selective attention and retention capacity of the consumer, the marketer has to have innovative ad's with different models and frequently associate with a big bollywood actress like Kareena Kapoor from 'Heroine' movie for the Lakme Absolute range on cosmetics.

Learning-

If people are happy with the compact powder, the probability of getting another Lakme cosmetic is very high due to satisfaction levels.

Buying decision process

Who influences the decision to buy the product?

Friends, family, ad's, self-motivation to try a new cosmetic, mass media, using a product post experience.

What does the customer buy?

The customer buys the cosmetic hoping it will make a difference to the way they look and are hence perceived by society.

When do customers buy?

When after analyzing many competing cosmetic brands and evaluating alternatives, they feel a particular brand works best for them. They should feel the price they pay is justified for the product they purchase.

Where do they go to look for the product or service?

They can go to a fancy store or one like 'Health & Glow', where they can feel the texture of the product & see how it looks. If they have purchased this product before and are satisfied, they can make an online purchase through sites like flipkart, healthkart etc.

How is our product perceived by customers?

Customer perceived value is the difference between the benefits & costs incurred while selecting this cosmetic.

Benefits - To see the shades available in site, to see how they appear on models in the online studio, to feel its texture at a store like 'Health & Glow'

Costs - Time & Energy spent in choosing this product over other brand competitors, if the money spent on it is justified and if the person who uses product receives morale boost.

Why do customers buy a specific brand?

They buy a brand when it suits their skin type best, and the price is justified in their perception. Also the ease of use and time period for which the product lasts (eg: product is effective for 8 hours and 2nd application of cosmetic is not required).