Consumer Motivations and Decision Making

"I'm afraid to get angry, drink Wong Lo Kat" This ad‘s  word spread throughout China in recent years, so that the "Wong Lo Kat" This has been 170 years old brand has renewed vigor, and create amazing sales results. Wong Lo Kat has been able in the country selling mainly attributed to its successful brand positioning.

Red tank Wanglaoji after four consecutive years of rapid growth, in 2006, declared its first Coca-Cola than on domestic production, nearly 9.0 billion remarkable achievements created the myth of Chinese brand beverage industry, the public mind has become a strong brand image, and for such a successful brand sector experts will Tougong attributed to a "fear of angry, drink Wong Lo Kat" targeting neglected accurately locate its greatest success stems from product category.

If there is no strong promotion of these beverages from targeting under even the best advertising can not create product features year nearly 90 billion yuan in sales performance.

Understand the characteristics of the target consumer to carry out targeted brand positioning.

Target consumers is characterized mainly divided into psychological characteristics and behavioral characteristics of both, understand the target consumer feature aims to make the brand in the minds of consumers of psychological orientation with the corresponding product features, benefits match. Brand positioning through market research to grasp the consumer psychology, grasp of consumer buying motives, so that the brand positioning products to stimulate consumer sentiment, to win consumer recognition and resonance.

Enterprises should grasp the behavior characteristics of the target consumer. First, to analyze buyers need to produce, time to buy or use the product, different timing generation have different needs, companies can reasonably locate a product or service brand according to different needs; Secondly, the target market for consumer products pursue interests, and as a basis to carry out major brand positioning; again, analysis of consumer brand loyalty by analyzing customer brand loyalty can be found some of the problems, and can adjust their positioning direction in a timely manner.

Enterprises should grasp the psychological characteristics of the target consumer. First, the target market of consumer experience, preferences, interests, emotional and other useful information to analyze their willingness to accept and memory, product brand positioning based on this information. Secondly, when enterprises in brand positioning do not come clean, long-winded, but will focus on a clearly focused into the minds of consumers. Finally, when enterprises in brand positioning, should be adept at what had been achieved and socially accepted information to attract consumers and increase consumer sense of security.

Brand positioning not only need to know the characteristics of the target consumer, we should also analyze the market environment faced by enterprises, especially competitor positioning information. This is because the core brand positioning is to demonstrate its comparative advantage, which requires companies to understand the situation of competitors seeking differentiated brand positioning to reflect the product's competitive advantage in the market to win customers. Companies seeking brand positioning differentiation process, generally from three aspects to achieve that performance brand differentiation, brand differentiation and consumer insight differentiation. Differentiated performance mainly reflected in the brand's basic functions, reliability, quality and price; brand is mainly reflected in what circumstances the use of the brand will be what kind of consumer brands targeted; consumer insight difference mainly reflected in some of the more informed consumer brand heart to meet the unique requirements of certain aspects of the consumer. Managers can select any one or a combination of all three were, in order to achieve this brand differentiation.

For enterprise resource advantages analysis aims to make the brand positioning and enterprise resource coordination. Specifically, first, the need to fully consider the product brand positioning attributes and characteristics. Because the product is the basis of brand and relying on consumers choose the brand must first consider the usefulness and functionality of the product. Brand positioning must take into account the characteristics of the product itself, to highlight the characteristics of the product, so that the brand positioning and consumer demand to adapt. Second, the brand positioning should be combined with their own comparative advantages. Strength of the brand positioning is not a business activity between the Competition, and should be cross-referenced in the case of companies in the market to meet consumer demand shaping and can play to their strengths brand image, and through this carefully planned brand image to attract specific consumer group marketing behavior. In other words, brand positioning success does not necessarily depend on the overall strength of the strength, but their advantage is whether the effective integration into the process of brand positioning. In fact, as long as the intentions of mining, every business will have its own or in significant potential advantages, which requires companies should learn to analyze their own resource conditions before making brand positioning, and found advantages and embedded in enterprise personalized brand being.