Purchase Decision
In the Hierarchy of Effects Model the step of customer’s Liking, Preference and Conviction will directly impact customer alternatives evaluation and purchase decision. In the step of liking, company need to ensure that the customer likes the product. In the step of Preference, consumers may like more than one product brand and could end up buying any one of them. At this stage advertisers will want the consumer to disconnect from rival products and focus on their particular product. Advertisers will want to highlight their brand's benefits and unique selling points so that the consumer can differentiate it from competitor brands. The Conviction stage is about creating the customer's desire to purchase the product. Advertisers may encourage conviction by allowing consumers to test or sample the product. Consumer likes the product brand and has conviction in it, it is a feeling for customers.
Purchase stage is the actual action taken by the consumer. Kang (2013) said that, customer will consider where to buy (select location and brand)and when go to purchase the product (immediate transaction or buy it later). Customers are rarely affected in this step. However, direct marketing will affect customer’s purchase decision. Direct marketing is an interactive system of marketing that uses one or more advertising media to affect a measurable response and or transaction at any location (MBA Knowledge Base, 2013). This sales model may lead to idea changing by customers. Direct Marketing uses a combination of media. Any media can be used in a direct marketing, and a combination of media is often used to increase effectiveness.
For example, Oreo can through the buyer’s home by mail or literally any place where the consumer can communicate with the marketer. In addition, sales promotion can also impact customer's behavior. Sales promotion is the most widely used in the Fast-Moving Consumer Goods and Retail industry. On the other hand, event marketing also can be a good way for Oreo to gain more customers. Event marketing is one of the fastest growing fields in marketing and advertising today. Oreo can use sporting event, music festival, fair, or concert to promote the brand. For example, the Oreo target market is young people and Oreo is selling a sense of happy to their customers. So, Oreo can be sponsors to invest a music festival and promote their brand in the festival that will help to attract more customers make purchase decisions.
In the Hierarchy of Effects Model the step of customer’s Liking, Preference and Conviction will directly impact customer alternatives evaluation and purchase decision. In the step of liking, company need to ensure that the customer likes the product. In the step of Preference, consumers may like more than one product brand and could end up buying any one of them. At this stage advertisers will want the consumer to disconnect from rival products and focus on their particular product. Advertisers will want to highlight their brand's benefits and unique selling points so that the consumer can differentiate it from competitor brands. The Conviction stage is about creating the customer's desire to purchase the product. Advertisers may encourage conviction by allowing consumers to test or sample the product. Consumer likes the product brand and has conviction in it, it is a feeling for customers.
Purchase stage is the actual action taken by the consumer. Kang (2013) said that, customer will consider where to buy (select location and brand)and when go to purchase the product (immediate transaction or buy it later). Customers are rarely affected in this step. However, direct marketing will affect customer’s purchase decision. Direct marketing is an interactive system of marketing that uses one or more advertising media to affect a measurable response and or transaction at any location (MBA Knowledge Base, 2013). This sales model may lead to idea changing by customers. Direct Marketing uses a combination of media. Any media can be used in a direct marketing, and a combination of media is often used to increase effectiveness.
For example, Oreo can through the buyer’s home by mail or literally any place where the consumer can communicate with the marketer. In addition, sales promotion can also impact customer's behavior. Sales promotion is the most widely used in the Fast-Moving Consumer Goods and Retail industry. On the other hand, event marketing also can be a good way for Oreo to gain more customers. Event marketing is one of the fastest growing fields in marketing and advertising today. Oreo can use sporting event, music festival, fair, or concert to promote the brand. For example, the Oreo target market is young people and Oreo is selling a sense of happy to their customers. So, Oreo can be sponsors to invest a music festival and promote their brand in the festival that will help to attract more customers make purchase decisions.