BMK301-Consumer Knowledge To Gain Competitive Advantage

a.Needs recognition
b.Search for information
c.Pre-purchase evaluation of alternatives
d.Purchase
eConsumption
f.Post-consumption evaluation
g.Divestment

1.An Evening Jogathon will be used to achieve the objective of conveying the idea that Tropicana Twister’s specific values are congruent with consumption specific value. This will be conducted on a Friday evening where an assembly point will be established at a central part of the city. This time is convenient as the majority of the people are leaving their offices and looking for an activity to engage in that gives them the freedom or the pleasure as they engage in an active life¹. The central open place will be heavily branded with the Tropicana Twister’s colors and logo. Many bottles of the various flavors available will be displayed. There shall be an event Jogathon coordinator who will welcome new entrants as he gives the direction of the jogathon. As they come in, they will be gifted with a bottle of their preferred flavor.

The coordinator will also be keen to thank participants for taking part in an activity that not only promotes their health but also gives them the privilege of being in the company of other like-minded people as they enjoy the juice has not only refreshing taste but also real nutritional value².

2.Product Knowledge

With product knowledge, a company ought to invest in consistent training of its representatives. The promotional or informational brochures could also come in handy. The representatives should also be encouraged to see the value of using this brand from which they can share their experiences- product knowledge as they engage with potential buyers³.

Purchase Knowledge

Purchase knowledge refers to how a buyer can understand the pricing of various brands over a period by carefully studying the patterns of pricing. It would be quite a challenge to persuade such a buyer, but a company could capitalize on the product-specific value as well as consumption specific value to crack down the hard buyer⁴. The idea here is in the specific value that Tropicana Twister has on the body.

Consumption and Usage Knowledge

This would mean stocking these juices in the shops that are near offices to ensure the consumers have it readily and to also ensure its visibility through the sites that they are likely to visit somewhere during the afternoon.

Persuasion Knowledge

Twister can collaborate with another non-competitor, say a cookies’ company whereby they two brands can be sold out together at a rather subsidized price compared to if they were to be sold separately⁵.

Self-Knowledge

Self – knowledge entails how the consumer understands him/herself regarding tastes and preferences. The tastes and preferences, in this case, refer to that of brands in the market. Tropicana Twister would have to narrow down to their potential target groups and learn them. This means understanding their patterns and their spending habits⁶. With this understanding, then the right more targeted marketing strategy will be designed to have more sales from a more targeted market.

3.Interview 1

Interviewer: You just bought a new phone. What model is it?

Respondent: It is Huawei Mate 20 Pro

Interviewer: The latest brand in the market. How different is it from your older phone?

Respondent: It has a larger internal memory 6GBs that I need for my class projects, and the internet speed is super fast.

Interviewer: There are others with the same memory, why settle on this?

Respondent: That’s right, but I feel this is more affordable and I like the feel and the unique color

Interviewer: Does it serve the purpose?

Respondent: Yes it does. I love it. The speed is fast. I can edit my vlogs and upload them almost instantly.

Interviewer: How is its consumption of internet bundles?

Respondent: It is reasonable and I have not seen any difference anyway

Interviewer: How long do you intend to stay with it?

Respondent: As long as it serves my purposes unless I get a better deal

Interview 2

Interviewer: Wow! That’s a nice phone!

Respondent: Yes it is. It is a Huawei Mate 20 Pro. Take a look.

Interviewer: It is sleek and very light. I like the color and the shape. They are unique. What did you decide to buy this one?

Respondent: It has high-security features. It has a finger sensor and faces recognition app. That gives me the peace of mind that my phone cannot be tampered with.

Interviewer: Is it only the security feature that attracted you to it?

Respondent: Yes mostly and its relatively low price. But I have also fallen in love with its quality of pictures

Interviewer: How long do you intend to keep it?

Respondent: First I want to sell off my old one. As soon as I have understood the features of this new one, I will sell off the other one.Interview 3

Interviewer: Why did you buy a new phone, the other one was still in good shape?

Respondent: Technology is dynamic. I cannot stay with a phone for more than one year. I had to update to the latest model.

Interviewer: I see it is the same model as your last one. How different is it from the old one?

Respondent: First, it has a superfast internet speed, 4G and the storage capacity is twice my older one.

Interviewer: How much more did it cost you?

Respondent: For me, that do not matter, what matters is that I can see the value in the amount I spent.

Interviewer: Were there other options of models going for the same amount? What makes this one stand out for you?

Respondent: I did try to get other models going for the same price, but none matches this one. They are an older version or have lesser features as this. I believe I made the right choice.

Interviewer: So will you also sell out this one after one year?

Respondent: It will depend on when a better version of this model is released in the market.

Interview 4Interviewer: Hey, you already bought a new phone?

Respondent: Yes. I told you I would after the window shopping we went to.

Interviewer: Which model did you settle for?

Respondent: It was a tough choice, but with the budget I had and the specifications I was looking for, I settled for Huawei Mate Pro 20.Interview 5Interviewer: Look at that phone. The shape, color and its light in weight.

Respondent: I like your description. That’s exactly what caught my eye

Interviewer: Are those the only reasons why you bought it?

Respondent: Not exactly. Those are additional reasons why I bought it. I bought it most important for the storage capacity it has. I can store as many high-quality pictures as I want. The camera quality for both the rear and the front cameras are top notch. Now, I do not have to carry my camera all the time. I can shoot a video or take images with as high quality as a professional camera.

References

1. Andreasen, Alan R., Philip Kotler, and David Parker. Strategic marketing for nonprofit organizations. Upper Saddle River, NJ: Pearson/Prentice Hall, 2008.
2. Kotler, P. Keller, and Lane Keller. “K.(2012).” Marketing management
3. Teichert, Thorsten A., and Katja Schöntag. “Exploring consumer knowledge structures using associative network analysis.” Psychology & Marketing27, no. 4 (2010): 369-398.
4. Arnett, Dennis B., and C. Michael Wittmann. “Improving marketing success: The role of tacit knowledge exchange between sales and marketing.” Journal of Business Research67, no. 3 (2014): 324-331.
5. Boerman, Sophie C., Eva A. Van Reijmersdal, and Peter C. Neijens. “Sponsorship disclosure: Effects of duration on persuasion knowledge and brand responses.” Journal of Communication62, no. 6 (2012): 1047-1064.
6. Schiffman, Leon G., and Joseph Wisenblit. Consumer Behavior. Upper Saddle River, NJ: Pearson Education, 2019