Analysing the Consumer: What Food Advertisers Need to Know
Billions of pounds are being spent every year for TV commercials just to encourage and persuade the public to spend their money. Considering the amount of cash that children spend themselves, they have become one of the most important target audiences of the food business. Indeed, there is no doubt about how much influence they have on their parents’ spending. Corporate marketing experts have found that the youngsters’ nagging is responsible for 20 to 40 percent of sales. So, if you can get the little ones to ask for what you are selling, then there is a big chance the wellspring just might give in to them. Now that you have some surveys revealing that McDonald’s is the world’s favourite restaurant and Coke its best-loved drink, then perhaps it is time to analyse the customer more closely.
All in all, advertising to children is the same as promoting to three different sectors. First, there is the direct spending that they do on their own. Second, there is the influence that they have on adults. Third, and probably the most significant of all, there is the future buyer. Since marketers understand that buying habits and brand loyalties—which are somehow carried into adulthood—are formed in the early years when a person is young and vulnerable, those who have been patronising a particular product since childhood have less chances of switching to the competitor’s goods. For your guidance, a consumer goes through the following stages of evolution:
1. Accompanying and Observing – Parents bring them to stores and supermarkets where all kinds of goodies are found. Indeed, sitting on a shopping trolley is the youngster’s début into the advertising wonderland.
2. Requesting – This is the period when they ask for items that they have seen on store shelves and television adverts. Paying more attention to commercials, they now have a growing list of things to buy. Whether the form of persuasion is through a grunt or whine, they seem to get what they want after some prodding.
3. Choosing with Permission – Coming down from the shopping cart, they are now starting to make their own choices, recognising brands and locating stores. With their new-found understanding of their wants and satisfaction, this is a pleasing experience for both parents and marketers.
4. Buying Independently – Paying for their purchases at the checkout, they have come to the last step in their development as consumers. This time, no one tells them what, when, where, or how to buy.
Having an idea of this evolutionary process of the consumers and incorporating it in the businesses marketing strategy is a sure fire way to attract potential customers and maintain and increase sales in the long run.
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