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| Author: | Leith, A. Riley, N. |
| Title: | Understanding need. States and their role in developing successful marketing strategies |
| Journal: | Journal of the Market Research Society
1998 : JAN, VOL. 40:1, p. 25-32 |
| Index terms: | MARKET RESEARCH MARKETING STRATEGY SUCCESS |
| Language: | eng |
| Abstract: | This paper examines the concept of Need.States, a framework for understanding consumer behaviour and attitudes. It describes their role in the development of brand imagery, advertising, store layouts, packaging and other elements of the communication mix. Need.States take account of the situations individuals found themselves in at a particular point in time, i.e., their mood, attitude and feelings, as well as the dynamics of the circumstances or the shopping environment. |
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