ADM 3326 Lecture Notes - Lecture 3: Consumer Behaviour, Psychographic, Febreze

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

> attribute what product has : product, physical. -> classico has 17 avours of tomato sauce. -> authentic texture with good pasta: non-product. > bene ts what buyers want: functional. > tangible and objectively related outcomes of the product or a product attribute. > message says the chevrolet sonic has 10 air bags. > implied functional bene t is stronger prevention of injury in an accident, with an implied safety motive: performance. > less tangible and subjectively related outcomes of how the product or an attribute a ects the consumer. -> message says dove beauty bar will reveal beautiful glowing skin. -> brand makes a bene t claim that consumers may agree/disagree prior to, during consumption, or after use. Implied motive is quite possibly physiological: experiential. > individual-based feelings (e. g. , happy) or socially-based feelings (e. g. , status) experienced during consumption. -> bmw messages says joy is, in good company, youthful, timeless, moving.