Meeting your customers' needs is a given, but if it's building a brand you're interested in, you'll need to pay attention to what they want and work to make that emotional connection. Here's why.
Maybelle O'Connell's insight:
This article is interesting as it talks about what the customer “wants” it discusses how knowing your customers ‘wants’ is what separates your business from others – and turns you into a brand. Belch & Belch (2012) describes consumer behaviour as "the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires." Many companies create similar products for example Louis Vuitton and Gucci. Both selling similar high end luxury products but it is up to the consumer to decide which brand they buy from which bag they ‘want’. It is an emotional connection they are purchasing the item on how it will make them feel and what emotional benefits they can get from this particular brand.
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