Consumer needs, their perceptions and attitudes
The group that has been chosen is females. This is a group with economic power and marketers have to be aware of the potential of this group. The first consumer need of this group is an experience that enables the females to build a relationship with products. They need to feel included and wanted in every purchase (Nielsen & Heller, 2012). The other need is the need for consultation and advice from their peers. They consult to gain information on shopping experiences from other females and then use the information to filter their final shopping decision. Another need is adequate time to make their unconscious dialogue in the entire decision making process. This unconscious dialogue is meant to improve the quality of purchasing decisions (Nielsen & Heller, 2012). Marketers have to be aware of this factor when addressing needs of female consumers.
One of the perceptions by females is that they should influence the consumption patterns of their households. Therefore, they perceive themselves as responsible for earning and hence the prevalence of dual income households. In order to have an influence on consumption decisions on their households, having a direct control on income is necessary. The other perception by female consumers is that there are possibilities of negative consequences from a wrong purchase. This perception is responsible for their cautious method of comparing prices and attributes of commodities before making a purchase (Nielsen & Heller, 2012). This perception varies across many female shoppers based on the importance of their perception and its influence on purchasing decisions.
There are several attitudes that are in this female group. Their first attitude of this group is that it feels that it is their right to gain control over their life choices and also their paths. This attitude has been brought about by growth in their entry into the workforce. With the income that is associated with these earning opportunities, these women have a wide expansion of opportunities, and hence the improvement is their consumption choices and preferences (Nielsen & Heller, 2012). The other attitude for female consumers is that they need to feel understood and acknowledged well. This attitude has been generated by their current power and influence in their career and households. Despite their age and social status, the female group has grown in esteem and hence marketers have to be aware of this emergent trend in order to market products to females successfully.
Creation of marketing communications messages
Marketing communication messages comprise of the content that companies use to communicate information regarding their brands. In order to meet the needs, perceptions and also attitudes of the female group, marketing messages have to be drafted in a manner to address these female concerns (Hall, 2011). This objective is achievable by integrating the same needs and attitudes in the messages so as to gain appeal. The first need is about creating relationships with the products. In order to appeal to female consumers with this need, marketing messages may be depicted to relate shopping experience with long term relationship with customers. For instance, the messages may contain details of after sales service and warranty. These efforts will show the female consumers that purchasing a product is the first step to the long term experience.
The other need is peer consultation. For this need, marketing messages may be communicated effectively through product exhibitions. At these events, female consumers will have the chance to talk and give their ideas on products. As far as the unconscious dialogue is concerned, these messages may be communicated through exhibitions. Marketers can use this tool whereby female consumers from certain localities may be pooled in order to have the message reach them fast and effectively (Hall, 2011).
With regard to consumer perceptions, this female group has a number of perceptions that can be applied in marketing communication messages. The first is that they should influence the consumption patterns of their households. Therefore, marketing messages should depict females as decision makers and not assistants at household levels. For instance, in TV adverts, girls and mothers should be seen as influencers of items to be purchased for dinner rather than individuals with a sole responsibility of preparing the meal. The other perception is that there are possibilities of a wrong purchase. Marketing messages should be crafted in a manner depicting female consumers testing products in the company of sales assistants (Hall, 2011). This will improve the chances of acquiring the right product and hence avoid mistakes.
Attitudes are critical in marketing communication messages for women. The first is that they have an attitude of wishing to control their life choices. In preparing marketing messages, marketers should depict the woman as a powerful agent at work and at home. Adverts can be created depicting women as leaders and performers at the workplace. The attitude that they should be understood and acknowledged characterizes their purchase decisions. Marketers should address this factor in brochures and billboards by highlighting how their products will fit with the special attitudes of women (Hall, 2011). This will make women consumers feel acknowledged. On an overall basis, marketing messages have to be integrated in order to meet the needs of the female group.
Hall, S. (2011). Development of a Marketing Communications Plan. Wall Street Journal, 83-87.
Nielsen, A. C., & Heller, A. L. (2012). Consumer-Centric Category Management: How to Increase Profits by Managing Categories Based on Consumer Needs. New Jersey: John Wiley & Sons.