ANALYZING CONSUMER MARKETS

The consumer markets can be analysed based on the response stimulus model which is as follows:

Source: http://www.tutor2u.net/business/images/stimulus_response.gif

Along with these stimuli the customer also experiences some psychological processes before she actually decides to buy the product. These processes include the following:

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• Motivation: the customer needs to feel the urge to have a soft and moisturized skin. It is only then she will begin to look for related products. Dove will definitely stand out considering its composition which has one quarter moisturizing lotion.
• Perception: in all campaigns of Dove there is immense focus on the fact that the brand cares for its customers. This focus helps develop a positive perception towards the product in the minds of the people.
• Learning: the product promises not to leave any residue after wash which most other soaps fail to do because of its high ph. The customers who once use the product will experience this promise come true and this would help them learn about the gentleness of the product.
• Beliefs and attitudes (Memory): a customer who uses the Dove soap does not generally switch to any other product considering all the benefits she receives and the personal connect towards the brand that has been successful in keeping its customers happy and satisfied.