Key Consumer Behavior Issue Marketing Essay

Key Consumer Behavior Issue Marketing raiseThe brief overview of the article is most special K hotshot as Australian low exist airlines that going to spend more(prenominal) budget in genial media marketing instead of using high price stodgy way. yard spark advance is facing an outcome in how to compete with different airlines company and whether commons sense experience can be success in ever-ever-changing consumer billet toward its new plan in publicizing. This becomes the key issue in consumer port raised by the reporting.An explanation of how the article relates to consumer deportment theorySo basic entirelyy this article is relevant to be selected since it is cerebrate with theory of consumer nature of attitudes and also changing the cognitive element of attitudes by dint of the way pip-squeak Star advertise in affable media.The premiere theory is about the nature of attitudes. tour on the attitude there were two components which be cognition and emot ion. Cognition is about beliefs of attitude, while emotion is about consumer feeling to an entity. Also there is power structure of effects exists that relates consumer emotion, thought, and behavior together with marketing communication. The first one is standard learning hierarchy (learn-feel-do) the next is the low-involvement hierarchy (learn-do-feel) and finally is the experiential hierarchy (feel-do-learn). (Solomon, Russel-Bennet, and Previte, 2010). Based on that theory, outpouring Star is applying the standard learning hierarchy. This is similar to process where consumer attitudes be being constructed. Consumer sees their preference in decision making as a problem solving process. The first step is they collecting the fellowship about the product, in this case is airline ticket, about the price and the differences among oppo send airlines and in feeling stage, consumer evaluate whether the price is suitable for them and finally consumer begin to check the decision by real action in choosing to buy the Jet Star ticket flight. It seems that from this hierarchy, consumer tends to be bonded with the product instead of buying other(a) product. This hierarchy get aheads consumer to book high involvement by discovering any knowledge of the product and then come out with a conclusion. (Solomon, Russel-Bennet, and Previte, 2010).Again ground on Solomon, Russel-Bennet, and Previte (2010), the aim of trafficker in attitude swap is to make consumer go through their product, or go in opposition to competitors product. there are two ways in changing consumer attitudes, by changing the cognitive component of learn and by changing the emotional component of feel. In changing cognitive component of attitudes, marketer can map any message that constructing the argument, drawing conclusion, or use comparative advertising. While on the other hand to change emotional component of attitudes, marketer can use any feeling such as temper or fear to change consu mer attitudes. Apparently in this case base on the nature and consumer relationship with the product, Jet Star is using changing the cognitive component of attitudes to influence the attitude of its potential consumer. The way they engage is constructing the argument in which Jet Star shew to argue and work the consumer about the advantage of them by choosing Jet Star as escape partner. So basically in this case, Jet Star wants to change the attitude instead of consumer feeling through this shape of social advertisement. There are two kind of measuring argument, the first one is supportive argument, and the other is refutational argument (Lecture slide, 2010). Using Twitter and YouTube as well, Jet star is presenting all of positive characteristics that they can offer in their service. It always does promotion in twitter and show how great they are on their service in the flight and mainly what they sell is their super cheap price. However, Jet Star can be considered as having refutational argument as well when the prohibit issues is raised and then solve it. This case appear from twitter, in which Jet Star is being asked by people or potential consumer who followed Jet Stars account about negative thing, such as complaining, and then effectively, Jet star could solve the problem directly to the consumer.Implications for marketing or advertising in the category, or industry, or sector discussed byThe articleIn order to compete and win the consumer with the new plan in advertising, Jet Star should stick with their plan to invest more in social media and online advertising. This is based on evidence that from previous year in 2009 where they had try to launch the advertisement in social media, the result came into a ample success as the cost of doing advertisement in formulaic media is became more costly and fragmented. Moreover, with the usage of social media, Jet Star could minimize the cost of using conventional media and get higher ability in stret chability the consumer. Using social media as tool for reaching consumer, could makes Jet Star to reach hundred from thousand prospective consumer, just with one dim-witted online message. (Reed Group, 2010).Hopefully consumer is required to change their attitudes in choosing a service from airline Company, and in order to do this, the consumer needs to adapt with this kind of advertising in social media. Only little adaptation that they needed, as this kind of new way in advertising is now part of consumers social daily life. In conclusion, using YouTube which is open video sharing site as medium for advertising representation of the future (Incisive Media, 2010) and twitter that has many a(prenominal) users out there and searches on trending topics are to be anticipated signal for mass advertise ads (Bernoff, 2010), get out make Jet Star to successfully change consumer attitude from using another airlines into using Jet Star flight service. In addition if people using twitter and have to go through direct link into Jet Stars main page, they will come up to website that have predicate as the fastest homepage clog time of Australian airlines website (Marketing Mag, 2009). Furthermore, in the future Jet Star could change consumer attitude in getting information about their service from conventional way, into adapting up to date information of service offered to consumers social daily life. And the ground of their future success is based on the fact that they will slip of paper 40% of their marketing budget into social media that had been proved before, in which this theme is getting phenomenal responses (Incisive Media, 2010).Main articleReed group, 2010, JETSTAR to shift 40% of spends online, viewed fifteenth April 2010, .Secondary articleBernoff,J., why you should advertise on twitter, viewed 15th April 2010, .Incisive Media Investments Limited, 2010, YouTube hailed as advertising medium of the future, viewed 15th April 2010, .Marketing Mag, 2009, tige r and Jetstar big winners online, viewed 15th April 2010, .Solomon, M. R., Russell-Bennett, R., Previte, J, 2010,Consumer Behaviour Buying, Having, Being. Prentice Hall/Pearson Education, Australia.Lecture slide, 2010, Consumer behavior attitudes and attitude change, University of QueenslandAttitude and Attitudes ChangeBenno Arsanto41953734Faculty of economic, University of Queensland