CONSUMER BEHAVIOR

CHALLENGE
*CASE 2-20
GROUP MEMBERS :
ABDUL WAHAAB SIKANDER ( GROUP LEADER)
BATOOL AGHA
SYEDA ALINA ZAINEB
USMAN SHAMS
AROOSA

Why is it difficult to place a product in consumers evoked set

after the person has already rejected that product?

What strategies might a marketer use to accomplish this

goal?

Evoked set

Anevoked setis thesetof product choices that you believe are viable
options for you to purchase based upon your needs and desires relating
to the product.

As the consumer becomes aware of new brands, the brands in his

evoked set may also change.

Consumers think 10 times before making a purchase, do their research

and are time savvy

For example

Problem recognition : halal or haram

: Lays

The use of E631 (Chemical), gave rise to a scandal that

its porks fat that is used in making lays. Pepsi colas
sales were devastated in no time.

 Consumers

do not buy what you sell. They

buy what has value to them.

RECOMMENDATIONS

Use parent companys image e.g. Pepsi Co

Sales promotions

Free samples
Coupons
Discounts

Celebrity endorsement

Rebranding

Rename

New packaging

CONCLUSION

Use proactive approach rather than just using celebrity endorsement

Understand the consumer behavior and their sentiments attached to

the product

Create more positive brand image and brand recognition

Use emotional and sentimental values that consumers hold for the
product

Recall your brand identity and emphasize on your value proposition