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segway - NickFortune ConsumerBehavior December13,2009...

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Nick Fortune Consumer Behavior December 13, 2009 Discussion Test 2 1. Consumer Involvement:  The company which could benefit the most from using this principle is  Segway.  This is because with a product like this, the consumer has to take  many emotions and characteristics into consideration.  Like many car  companies do, I think Segway would be able to find success by encouraging  cognitive involvement.  This will heighten the consumers thinking about the  product and increase their information processing also.  They can do this by  providing ads with vast amounts of information about the products or by  having comparisons with other similar products offered by competitors to  promote a high level of consideration in their target consumers.  Also like a  car, Segway provides a product that requires high levels of involvement in  both purchase and consumption.  By understanding the consumer’s needs  when buying this product, they will be able to help the consumer understand  why it is important for them to buy it and how it will benefit them.  Also they  need to make sure all possible information the consumer could want is readily  available to them either on their website or in advertisements considering  consumers with high involvement place greater importance on major  information sources.  It would also be helpful for Segway to make sure the  purchasing experience is enjoyable because it has been shown that  consumers with high involvement find shopping enjoyable and interesting.  If  Segway had a boring experience and consumers were aware of this it could  push potential consumers way as they are looking for more.  Also if they  focus on the proper segment, they may see more positive results in sales.  For example people that have purchased a Segway in the past and enjoyed  the experience are more likely to be loyal and return to them when purchasing  this type of product.  One way to ensure past consumers remain loyal is by  not ending the relationship at the time of the original sale and periodically  sending offers or other types of promotions in the mail to keep the name in 
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their head.  Segway would also benefit from targeting the information  seekers.  This is because these consumers are highly involved in the  purchasing process but do not have a preferred brand.  By having detailed  information about their products, they would increase the chances of  attracting these consumers.  By implementing all or some of these principles,  Segway would be able to increase their sales and become more popular  among these groups of consumers.  
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