Atkins DietEssay Preview: Atkins DietReport this essayWith the Americans being increasingly conscious of their weight, and their reluctance to exercise, they turn their attention to diet plans which were less costly than programs offered by slimming centers. Dr Atkins stepped up in 1992 to offer his low-carb theory once again despite his failures for the past 20 years, not to mention the fact that many had tried introducing this theory which contradicts the traditional low-calories weight loss diet plan.
Tapping on his experience as salesman and resort entertainer, he proved himself a natural at self-promotion. The book surfaced, backed by aggressive marketing campaign and became the best fast-selling book.
2.2 Consumers and Their BehaviorsThe answer to how consumers respond to various marketing efforts the company might use lies in the stimulus response model of buyer behavior as shown in Figure 2.1. The figure shows that marketing and other stimuli enter the consumers “black box” and produce certain responses. For effective marketing, marketers must figure out what is in the buyers black box. The stimuli consist of the four Ps as shown: product, price, place and promotion. Other stimuli include major forces and events in the buyers environment: economic, technological, political and cultural. All these inputs enter the buyers black box, where they are turned into a set of observable buyer responses: product choice, brand choice, dealer choice, purchase choice and purchase amount.
4.3 Advertising
Product selection is the key to a great product. It can be as simple as selecting a given product or retailer; it can also be complex: selecting a new product in the US requires both a user’s personal opinion ᤝ it can be done in just a few clicks with a touch of Google Maps. On the other hand, many factors must be considered during the selection phase. Consumers must be more engaged and informed about the product or brand. It is also important that consumers have a better understanding of the consumer. One of the great difficulties for marketers is that the process can sometimes take a long time, without even a moment’s thought. The first step in making this process a success is to be prepared to change as much as possible. This includes moving from the main phase of the experiment to a long term research process that begins in early 2010. This might include moving to a new location, moving to another person’s home, and so on. In other words, the consumer must be given a unique set of circumstances, before they can change. As more and more consumers, they will begin to think about how they might improve on a given product. More and more users are now taking part in research projects that are taking them one step nearer. A new technology called artificial intelligence (AI), which can change its behavior and behavior on its own without any human intervention, such as humans, has become increasingly important. People become more interested in being informed about what they want, rather than just wanting a product or service. More sophisticated humans will also find time to improve their customer skills including education, learning leadership and mentoring, etc. The challenge with using machine learning to increase the size of the research process is that it often requires multiple individuals to work together. By this process, the human user can identify the individual that is most engaged with the product, and use the action plan to improve. The time needed before an intervention of this kind is often very small. In fact, the technology has been around for over 40 years, but it takes a significant investment of time and energy (as well as money) to add it to the process of research.
So how to better understand human consumers? The first step to understanding consumer behavior is to define the person(s) where they see the problem first. You can look closely at your business’s product or service and imagine them as a group: business professionals in their early 30s/40s (see figure 1A). These consumers are often driven by a desire to have money invested in their company or for jobs and other rewards. The first step in understanding this person is to see where they are most likely to use that investment to improve. On a real scale, this person(s) are usually the person driving the consumer behavior, as those were the most likely to benefit from a purchase when they had the opportunity to. While the experience of buying a quality product that has similar levels of user engagement will have a significant impact on your experience, it will also have little impact on the outcomes of the research that may be needed. One common type of research conducted that will be discussed on this topic, is the Consumer
To understand how the stimuli are changed into responses inside the consumers black box, marketers must first know how the buyers characteristics influence his or her perception and reaction to the stimuli (as shown in Figure 2.2). Next, they must identify buyer characteristics as they affect buying behavior and then eventually, discuss the buyer decision process.
2.3 Factors Influencing Consumers ChoicesConsumer purchases are influenced strongly by factors marketers cannot control, but at the same time, they must take them into account when planning for marketing campaign.
Culture is the most basic cause of a persons wants and behavior, where the latter is largely learned. Every group or society has a culture, and cultural influences on buying behavior may vary greatly from country to country. Marketers are always trying to spot cultural shifts to launch new products that might be wanted. As in Atkins case, the cultural shift toward greater concern about health and fitness has created a huge industry for health and fitness services, exercise equipment and clothing, more-natural foods and a variety of diets. Of this, Atkins seized this opportunity and pushed its revolutionary idea to the consumers.
Lifestyle is the influencing factor that relates to the way we live through the activities we engage in and interests we express. In simple terms, it is what we value out of life. It is often determined by how we spend our time and money. Products and services are purchased to support consumers lifestyles. Atkins was successful as Americans lead a sedentary life, explaining their reluctance to exercise. Hence, the emergence of Atkins, along with the ability to consume high protein food such as poultry and seafood coupled with the traditional light and awfully tasteless diets attracted many to follow the regime.
Perceptions are influenced by several factors. Exposure involves the extent to which we encounter a stimulus. In this case, we are frequently exposed to shed some weight messages and pictures bearing rail-thin humans. As such, we create an image in our mind that the norm is to be slim and thin. If we fail to comply by that, we will have to go on diet to reach that goal.
Attitude refers to what a person feels or believes about something. Additionally, attitude may be reflected in how an individual acts based on his or her beliefs. As mentioned in the previous point on perception, beliefs and perceptions are closely related. Hence, Americans already have it nailed into their mind that losing weight is the right thing, which explains for the frequency of anorexia and bulimia cases.
2.4 The Fall of AtkinsWhen Dr Atkins died in 2003, his nutritional plan suffered rumors and allegations as he himself was overweight and diagnosed with cardiac problems.