Trace how you might go through the steps in the consumer decision process if you were thinking of going on a diet and using either of these diet programs. Make sure that at each stage you discuss how the marketers can attempt to influence you. (2.5 points -- 0.5 each step).
As a consumer, you would go through five steps before deciding which product you want to purchase, which are:
Need recognition- Marketers tell us the need to lose weight through suggestive advertising, media, garments, etc. An example of this is shown in the article; it mentions that Jenny Craig uses Jason Alexander who play the role of George Costanzo in the series Seinfeld, to be a spokesman for their product.
Information Search- We, as the consumer, have an internal …show more content…
Cost is not limited to just money; it can be time, personal belongings, information, etc. Benefits is what is gained from the cost such as money, consumer products, etc.
One of the key benefits for choosing Weight Watchers is that they offer their products in more than 30 countries so they are diverse. They have developed a point system that helps the consumers invigorate themselves into eating right. They also allow weekly meetings and weigh-ins to make sure they are keeping up with their regimen. Weight Watchers gives consumers the chance to make their own food, dine-out, or even buy them at the grocery store. Ultimately, Weight Watchers teaches you about food and nutrition and allows you to choose your own ingredients.
There is a cost to using Weight Watchers and that is learning. Weight Watcher requires more time and education that Jenny Craig and Slim-fast. Consumers have to be able to judge on their own what is good and bad for their diet. On Weight Watcher’s website, it tells men to focus less on eating and more on working by giving a link that connects obesity and erectile dysfunction. In this case, it implies that men in the Weight Watcher’s program needs to focus more on physical activities than the women, however, they may not have the time for their …show more content…
With Jenny Craig you don 't have to watch what you eat. Everything is prepared for you, while using Weight Watchers the consumers have to know how to choose the right food that surround them on a daily base. Slim-Fast in contrast substitutes one of the daily meals. Other determinant attributes are taste and price. A compensatory model gives a visual understanding of what is valued as most important in certain products. By giving each determinant attribute a weight, how it is scored will give an indication of the value each product has. Marketers can use this model to curb spending on advertising and production of products based on the value consumers are giving them. They wouldn’t want to spend excessive amount of money on a product that isn’t generating substantial profit unless they find a different approach to gain a new target
As a consumer, you would go through five steps before deciding which product you want to purchase, which are:
Need recognition- Marketers tell us the need to lose weight through suggestive advertising, media, garments, etc. An example of this is shown in the article; it mentions that Jenny Craig uses Jason Alexander who play the role of George Costanzo in the series Seinfeld, to be a spokesman for their product.
Information Search- We, as the consumer, have an internal …show more content…
Cost is not limited to just money; it can be time, personal belongings, information, etc. Benefits is what is gained from the cost such as money, consumer products, etc.
One of the key benefits for choosing Weight Watchers is that they offer their products in more than 30 countries so they are diverse. They have developed a point system that helps the consumers invigorate themselves into eating right. They also allow weekly meetings and weigh-ins to make sure they are keeping up with their regimen. Weight Watchers gives consumers the chance to make their own food, dine-out, or even buy them at the grocery store. Ultimately, Weight Watchers teaches you about food and nutrition and allows you to choose your own ingredients.
There is a cost to using Weight Watchers and that is learning. Weight Watcher requires more time and education that Jenny Craig and Slim-fast. Consumers have to be able to judge on their own what is good and bad for their diet. On Weight Watcher’s website, it tells men to focus less on eating and more on working by giving a link that connects obesity and erectile dysfunction. In this case, it implies that men in the Weight Watcher’s program needs to focus more on physical activities than the women, however, they may not have the time for their …show more content…
With Jenny Craig you don 't have to watch what you eat. Everything is prepared for you, while using Weight Watchers the consumers have to know how to choose the right food that surround them on a daily base. Slim-Fast in contrast substitutes one of the daily meals. Other determinant attributes are taste and price. A compensatory model gives a visual understanding of what is valued as most important in certain products. By giving each determinant attribute a weight, how it is scored will give an indication of the value each product has. Marketers can use this model to curb spending on advertising and production of products based on the value consumers are giving them. They wouldn’t want to spend excessive amount of money on a product that isn’t generating substantial profit unless they find a different approach to gain a new target