Hierarchy Of Effects Model

Question 1

What is hierarchy of effects model

Answer 1

A framework that explains how consumers go through several stages in making a purchase.

Question 2

Awareness stage

Answer 2

At this stage, consumers become aware of the product or service, but may not have any knowledge or information about it. Markets can use tactics like advertising, social media, and public relations to create brand awareness.

Question 3

Knowledge stage

Answer 3

At knowledge stage, consumers being to seek out more information about the product or service. Marketers can use tactics like product reviews to provide the consumers with the information they need to make a decision.

Question 4

Liking stage

Answer 4

At the liking stage, consumers develop a positive attitude towards the product or service. Marketers use tactics like brand ambassadors and social proof to build trust with the customers.

Question 5

Preference stage

Answer 5

At preference stage, consumers begin to compare the product or service to similar offering from competitors. Marketers can use tactics like price promotions, product differentiation to encourage consumers to choose their product over other.

Question 6

Conviction stage

Answer 6

Consumers have developed a strong attachment to the product or service and are likely to become loyal customers. Marketers can use tactics such as providing positive reviews from satisfied customers.

Question 7

Purchase stage

Answer 7

Finally, in the purchase stage, marketers can offer sales promotion like limited discount to encourage consumers to make a purchase.

Question 8

Apple example of using hierarchy of effects model

Answer 8

Apple employs various tactics to live consumers through the different stages of the hierarchy of effects model. The company generates awareness for its new products through teasers before their launch. To address the knowledge stage, Apple provides details information about its products’ features and benefits on its website. The company’s simple and clean product design is very popular and helps establish a positive connection with customers, contributing to the liking stage. In addition, Apple offers customization options such as engraving to differentiate itself from competitors and encourage consumers to prefer its products. For the conviction stage, Apple provides exceptional customer service, warranty policies, and user support, which help to build trust and confidence in its products. Finally, to encourage the final purchase, Apple offers promotion like “trade in your old device for a new one”. Overall, Apple’s marketing strategy effectively utilizes the hierarchy of effects model to create brand awareness, positive attitudes, and drive sales

Question 9

Example of IKEA

Answer 9

IKEA uses different marking channels like TV, social media to create awareness. They provide information about their products and services, emphasizing quality, design, and sustainability to build a positive attitude towards their brand. IKEA offer a wide variety of products, competitive pricing, and financial options to convince customers to choose them over competitors. They also provide customer reviews and ratings to encourage customers to make a purchase, along with a seamless shopping experience and convenient delivery options.