I don’t care attitude: The entire world is driven by health fresh and thickness. Consumers worship an image of themselves. An image in which they are "lean, mean, and fit". The fitness industry is worth many billions of dollars. But surprisingly an exact reverse of extreme fitness also exists. it is called the "Heart Attack Grill."
Heart Attack Grill is a restaurant in Los Angeles. Heart attack grill worships gluttony and large people. The Octuple Bypass Burger offers a whopping 20,000 calories in one go. Many consumers have suffered seizures and some have even died. Heart attack gill has waitresses dressed as nurses; Drinks are served not in glasses but come through pipes styled like IV drips in a hospital. Consumers dress in hospital aprons and the nurse spank consumers who are not able to finish their food. Consumers weighing over 350 pounds get to eat free.
The trigger here is being anti-establishment. In a world that worships thinness, consumers of Heart Attack Grill have no qualms about their size or girth. They worship obesity and have no discomfort about being big. In their world, thin people are seen as sissy or unnatural.
Being anti-something itself is an attraction. Now we see Similar tendencies in Indian street food which is greasy, oily, cheesy, and extremely buttery. Many consumers want to taste and saviour such unhealthy food.
Converting Negative attitude to neutral to positive: Motorcycles had got a very unsavory reputation in the USA during the 50s and the 6os. People riding motorcycles were seen as tough and mean guys. In short, motorcycles were seen as vehicles for the tough and the anti-social elements. The tough image of the Harley Davidson riders and the looks of the Harley riders did nothing to bolster confidence that motorcycles were for the entire family. Consumers had a very negative attitude towards motorcycles and motorcycle riders.
Honda did a campaign, ‘You meet the nicest people on a Honda’. This campaign was executed by Grey Advertising, USA. The advertisement depicted housewives, a parent and children, young couples, and other respectable members of society referred to as "the nicest people" riding Honda motorcycles for a variety of purposes.
Honda succeeded in its appeal to the American public. It was seen as a casual vehicle for daily activities, and as such was an entirely new consumer value as a vehicle for the entire family. It erased the motorcycle's deeply rooted image of evil and discontent. This iconic campaign legitimized motorcycles and made motorcycles and motorcycling reputable again in the USA.
Shifting Consumer negative Mindsets: some tips that might work
1) Pinpoint the Origin: Identify the root cause of consumer dissatisfaction. Address the Persistent Issues: Concentrate on recurring customer grievances.
2) Offer Trustworthy Data: Supply reliable and consistent information.
3) Stir Emotions and Values: Appeal to consumers' emotional and moral compass.
4) Encourage Trial and Engagement: Motivate consumers to test and engage with the product.
5) Strengthen and Acknowledge Loyalty: Bolster and recognize consumer loyalty.
6) Monitor and Adjust: Stay vigilant and adapt to evolving consumer perspectives.
7) Craft a Strategy: Formulate a comprehensive strategy to rectify negative perceptions, possibly through enhanced staff training and product enhancements.
8) Align with Communities or Events: Connect the product with communities or events admired by consumers.
9) Resolve Attitudinal Conflicts: Resolve any existing or potential conflicts among consumer attitudes.
10) Transform Brand Perceptions: Alter how consumers evaluate product attributes, shift brand beliefs, and improve overall brand sentiment.
In the West, it is customary to give all details of ingredients used in the edible product, possible allergic reactions or any information which they think the absence of this information may lead to law suits. In India I think we have a long way to go.
ReplyDeleteYes sir, no one including the customers care. Indians are fascinated by ghee, butter and oil.
ReplyDelete