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"A
consumer has a rational or emotional motive at the back of his mind
while buying any product or service therefore when a marketer sells
a Drill, the buyer buys a perfect hole"
Most of the times the consumer is on his mental journey while making a purchase. It is the duty of marketer to understand the state in which the consumer is while making a buying decision. The most critical factor in all this exercise is that pain and joy exist very close to each other in customer’s heart .
Let’s check that when does normally a lady buys a purse……for some occasion/ party/ function. Now the sales person is pressing very hard on the type of the leather, number and size of pockets etc. The lady on the other hand is on her mental journey wherein she is going to the party and her purse is matching with her dress and everyone around is admiring her for her selection.
The key factor for buying in that case would be more on the lines of how well the purse is doing with the dress rather than how well is the physical quality of the purse.
Let’s look into the mental journey of a customer buying a pen…The marketer is trying to sell him a large number of attributes but the buyer is just trying to come out of the trauma of having wasted on white shirt due to the sudden leakage of refill of the pen.
A person buying a suitcase will be thinking more of the vacation, children, airport, neat clothes, getting the car ready but nowhere on ABS plastics, strong fasteners or attractive handles.. the basis on which it is being normally sold.
Let’s try to find out more and more of mental journeys for more and more of products.
It is essential for a marketer to match his communication backdrop with the mental imagery of the shopper for an attitude formation.
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