MKT 100 Lecture Notes - Lecture 10: Toothpaste, Disposable And Discretionary Income, Toronto Sun

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Mary Foster

Document Summary

The consumer"s buying habits are influenced by these factors: Motivation: best described by maslow"s hierarchy of needs; physiological, safety, Love/belonging, esteem, self-actualization: the needs need to be achieved in order. Fast food restaurants advertise satisfying hunger (physiological) as their key selling point. Advertisements show love/belonging by incorporating images of their product in relation to happy families" etcetera. Esteem needs are advertised with clothing claiming you will look good and professional! . Personality and self-concept: marketers use information on personality types (complacent, confident, timid) to position products and develop advertisement for their target markets. Motorcycles are associated with individuals that are associated with risky behaviour so it is advertised as such. Canadian dental association endorses certain products to take the perceived risk out of using different types of toothpaste. Companies provide warranties and guarantees for products to remain functional. Through experience we know: end of aisles displays are for bargains/sale items -> habitual behaviour is developed.