please read and rewrite in your own words
vdmd12
week_5_dq.docx1)The text lists five psychological factors that can influence purchase decisions. List and give an example of each.
Motives coupled with MASLOW’s hierarchy of needs: love and belonging, safety, physiological, esteem, and self-actualization. An example would be Nutrament, which was a fitness drink targeted to customers for additional energy, suggestive to esteem or even love and belonging in the MASLOW’s hierarchy of needs. The product wasn’t selling well, it was discovered that sales mainly consisted of inner city convenience stores, neighborhoods associated with high drug use. Instead of the product being used by fitness minded individuals, it was mainly being used by drug users as a means of supplemental diet.
Attitudes can be tied to a product in either a positive or negative manner. An example that comes to mind is when Honda first mass introduction to the American motorcycle market by stating “You meet the nicest people on a Honda motorcycle”. This was to combat the previous negative stereotype of individuals who own a motorcycle.
Perceptions could be deceiving at times. A prime example comes to mind with Florida. Most individuals think of Florida as a state that produces all sorts of citrus. Yes, Florida’s license plate has “the sunshine state” and a picture of two oranges, but Florida is a big producer of corn and sugar cane – something that tends to be either unknown or ignored.
Learning is often thought in an educational setting. However, one could argue that the simple act of shopping for a car falls within this category. Individuals usually read reviews on their desired car, talk with friends, visit dealerships etc. – all in an effort to learn what is the best car that suits their needs in terms of practicality, price, and safety etc.
Lifestyle could consist of eating right for a healthy lifestyle, which suggests by eating correctly one will achieve a healthy and reduced chronic disease.
2)
Due their simplicity, the chain has not changed their menu options, which has aided in keeping up a fast pace service. Just having hamburgers, cheeseburgers, and double double, the chain has focused its energy on ensuring high quality and fresh ingredients to their customers. Furthermore, the company kept itself within certain parts of the United States such as the west coast. This decision keeps to the company’s mentality about simplicity.
Within their philosophy, the company has been able to further add value to their products by exploiting the needs of their customers. Besides their menu options, the chain has found a unique selling point which is their special menu. Their secret menu is open to the public via their webpage or word of mouth. Some options in the secret menu are Animal Styles Fries or 4X4 or 3X3. Aside from their secret menu, In N Out Burgers has special options in turn means tailored orders. One example is burger mustard grilled which the burger has mustard seeping into it when being cooked. Or something simpler like a grilled cheese, which has two buns with cheese in the middle. These options are exclusive at In N Out Burgers so far. Providing their customers with these specials, the customers can customize their order however they like.
From their philosophy, the corporation has been able to maintain its value via simplistic advertisement. In N Out Burgers is known for creating bumper stickers that has only the logo of the chain. Furthermore, the restaurant has made t-shirts and hats that have only the In N Out logo. Combine these marketing skills with just word of mouth has kept the company going for many years. Word of mouth may be the oldest trick in marketing but it has worked quite well for this business. In other to keep this system, In N Out has a unique customer service during rush hours for lunch and dinner. During these times, four workers will come out to take orders for drive thru customers. This process aids in keeping up a speedy pace, which keeps the customer happy. Having live testimonies and simple marketing truly sticks to the value of their product: simple, fresh, and fast.
Even though In N Out Burgers’ value proposition is its philosophy, this technique has been able to uphold constituency of quality in food and customer service in all of its locations. Simplicity has led to concentrate their efforts to deliver good meat and ingredients to every customer. Plus, they have been able to provide their customers with options to modify their burgers according to individual liking without changing its actual menu. In N Out Burgers will continue to be a competitor in the fast food industry due to their high quality yet simple burgers.
References:
Daniels, W. (2010). In-N-out burger. Nation's Restaurant News, 44(2), 32.
Duerr, C. (2015). In-N-out burger. Nation's Restaurant News, 49(5), 12.
