1.Introduction:
Marketers always have to face different marketing challenges in the market place to promote and sale their products to consumers. The marketers who are able to face these challenges effectively can only beat their competitors and win the situation in their favor.
2. Marketing Challenges:
2.1 Consumers behavior pattern
It is always a difficult task for the marketers to effectively introduce and promote a new product in the market. The consumers are not ready enough to make a sharp decision to buy any new product. Consumers need to pass through different stages in order to get prepared and motivated to make a decision and choice for buying a new product.
Awareness building
At this stage the consumers get first hand information about a new product but lacks details of it.
Interest building
The consumers are sensitized and stimulated to get in-depth knowledge and information about the new product.
Evaluating the product
At this stage the consumers are prompted to assess and evaluate the possibilities of making a trial buy.
Trial buy
The consumers at this stage, make a trial buy of the new product in order to confirm his assessment and the worth of buying the product as such.
Final adoption
At this stage, the consumers make a final decision to make a choice for buying and using the product on a regular basis, as and when necessary.
2.2.1 product knowledge
“Know your product first before you go for best choice and best buy” is the habit of a potential consumer
Consumers are always interested for best choices and best buy. This is the essence of consumer’s buying habit. Nevertheless it appears that most consumers do not have enough knowledge and information about a particular product which they want to buy. This situation prevents the interested consumers from choosing and buying best products.
Product Form
The size, shape and physical structure of a product is the primary concern for making any buying decision.
Product Features
Performance quality of product
The performance quality of a product should get primary attention of the consumers in order to make a best choice of products available in the market.
Durability of product
Durability is another very important factor to consider before making a choice for best buy.
The specific feature attached to a particular product is important for the consumers to take into consideration before making any buying choices.
Reliability of product
The functional reliability is a characteristic of a product which should be considered before making a choice for best buy
Style of product
The look of a product is very important. The buyers always prefer good looking products.
General
The above mentioned 2 challenges namely Consumer’s behavior pattern and the product knowledge appear to be top marketing challenges for any potential and willing markers in order to become successful in their jobs.
It clearly indicates that a potential marketer should consider to read the minds of the consumers, follow the attitude and behavior of the consumers.through the different stages of the adoption process of a product. This will drive the marketers in promoting their products to the targeted consumers effectively and successfully.
Again the knowledge and information about a particular product is a primary concern for any consumer before taking any decision for making a best choice to buy. This suggests that the the marketers make the consumers informative, knowledgeable and responsive about the product specification and product characteristics. This will prepare the customers to make any decision for a best choice of products and for best buy accordingly.
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