일상 생활에서 너무나 자연스럽게 사용하고 있는 단어, 브랜드(brand).브랜드는 본질적으로 무슨 뜻이며 우리의 일상 생활에 어떤 영향을 미치고 있을까?
이번에 다룰 내용은 소비자 행동에서 나타나는 brand loyalty가 무슨 뜻이며, 상품을 구매할 때 소비자가 얻을 수 있는 이득의 차이가 무엇인지 알아보는 것이다. 질문에 답을 해보자.
1. What does brand loyalty mean regarding consumer behavior?
2. What is the difference between a tangible benefit and an intangible benefit received from purchasing a product?
첫 번째 문제에 대한 힌트를 주자면 소비자가 이미 브랜드에 대한 신뢰가 있어 상품을 구매하고자 할 때 상품 가격이 소비자에게 어떤 영향을 끼칠까 생각해 보자. 두번째 문제는 직접 보거나 만져 볼 수 있는 것을 떠올리면 쉽게 이해할 수 있다.
이곳에 답을 써 보자. 물론 정확한 영어로 쓸 필요없이 자유롭게 쓰도록 한다.
자, 이젠 다음의 두 대화를 이해한 뒤 위 질문에 대한 답을 정성껏 써 보도록 하자.
Dialog 1
A: Excuse me, sir, have you got a minute? I’m doing a research on consumer behavior.
B: Uh, yeah, sure. How can I help you?
A: When you buy stuff for yourself, do you usually like to go alone or with friends or family members?
B: I usually take my close friends with me.
A: Why is that? Isn’t shopping by yourself more convenient for you?
B: Well, sometimes it is, but I tend to purchase what my friends recommend.
A: Would you then say human feelings, opinions, and lifestyles are often referred to as psychographics, and that they can definitely influence consumer behavior?
B: Oh absolutely. My friends’ opinions can be a kind of peer pressure on me to buy certain types of products.
I might also buy a product for no other reason than the fact that it makes me and my friends feel good about ourselves.
Dialog 2
A: Hey Chris, can you help me out here?
B: Sure, what is it? Is it about the shampoo advertisement you’re working on?
A: Yes, yes. I’m trying to create two scenes that show the tangible benefit of the shampoo, and two other scenes that show the intangible benefit.
B: Wait, what are the tangible and intangible benefits?
A: Tangible benefit would be shiny hair, and the intangible benefit would be the feeling of higher self-esteem… do you get it?
B: Oh, I see… so why do you need to show both of the benefits?
A: Because consumers buy products that meet their needs in both ways. It is really important that I appropriately use adequate scenes to convey both needs to prospective consumers. I’m having trouble trying to create the right scenes. Help!
B: Hmm, let me see if I can come up with some ideas. Let’s brainstorm together.
그럼 위 질문들에 대한 답을 써 보자.
1
2
이제 여러분의 답과 모범 답안을 비교해 보자.
1. Consumers who are loyal to a particular brand will most likely buy that brand. They won’t be swayed by the price of that product or other similar products because of their experience with the particular brand’s reliability or high quality in the past.
2. Consumers buy products that meet their needs in both tangible and intangible ways. An example of a tangible benefit received from a product is shiny hair from a particular kind of shampoo. An example of an intangible benefit from a product is the feeling of higher self-esteem from a new car.
