A host of factors far beyond the scope of this discussion have changed all that -well, nearly all. This research project revealed there are things many thought had changed when, in fact, they have not. Over the past half century, sex roles appear to have changed very substantially. Most couples apparently feel they require two incomes to keep pace with economic developments and the demands of the family. Vastly better educated and prepared than ever before, a very high proportion of women are employed outside the home. Many, if not most are consciously pursuing careers, rather than merely engaging in an occupation.As women assume the formerly exclusive male sex role of family breadwinner in ever greater proportions,
The marketer's principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines six strategies for building that relationship: linking the brand to a particular need; associating it with a pleasant mood; appealing to subconscious motives; conditioning buyers to prefer the brand through reward; penetrating perceptual and cognitive barriers to create preference; and providing attractive models for buyers to emulate. The choice of an individual strategy or combination depends mainly on the nature of the branded product or service. The success of the strategy depends heavily on the marketer's understanding of the preference building and bonding process.The branding objective A marketer's main objective goes beyond a single sale to one customer. Usually the ultimate objective is to build a durable relationship between a specific brand and a particular customer group ± to create a strong bond between brand and buyer! Whether it is between parent and child, friends, lovers, or consumer and brand, bonding is a process; not so much of war among rivals, but of courtship between suitor and beloved. Unlike a single seduction or conquest, the courtship process includes identifiable phases ± introduction, familiarity, then preference, and finally, if successful, a loyalty that excludes relationships with rival suitors. Building brand preferencesConstant repetition
Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines, using research, the requirements and prohibitions of contemporary masculine and feminine sex roles and the kinds of consumers who do and do not adhere to them. Provides ten specific recommendations for choosing a product or brand gendering strategy, based on target market demographics and the tendency for different groups to prefer gendered products or brands over those that are ungendered.
A survey of 980 consumers, measured perceptions of five mail/phone order shopping media-magazines. newspapers, television, direct mail, and catalogs. versus retail store shopping-on eight image dimensions: economical, enjoyable, easy, fast, convenient, sensible, practical, and safe. Image profiles differed significantly among media and between them and store shopping, and among demographic categories. Ratings differed significantly by image dimension, which also interacted significantly with media and store shopping. Store shopping images were more favorable than media on all dimensions. Catalog images were distinctly more favorable than those of other media. Mail/ phone shopping media were rated least favorably on safety. Nonfinancial risk was suggested as an important impediment to mail/phone order shopping, and selection and choice appeared to distinguish catalogs from other media. 0 I994 John Wiley 8r Sons, Inc. and Dirccr Marketing Educational koundation, lnc CCC 0892 0591/94/03030.16
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