Review of ZMET - 2722 Words

Introduction background review of ZMET ZMET strives to create a feeling where consumers identify with the brand to the extent that they feel that this brand is my brand. To obtain this intense and deeply rooted feeling, ZMET decides to target itself to the unconscious. The best case that I can think of is Apples case where, through their unusual success in creating an unprecedented customer loyalty to their brand, Apple is able to sell the most expensive products (far more expensive than their competitors) at hot speed, sometimes even before thy have left the market. This has been the case with both.. Their success is gained from deep insight into customer needs but as evaluation of Apple shows, it is not just external customer insight, e.g. focusing on emotion, but penetrating deep down into eh customer psyche and investigating factors that hook onto eh customer and impel him to purchase that product for life. Apple does this not only targeting itself to the senses but by hitting s deep, elemental need of each and every human. To discover what this need is and to investigate how Apple uses the ZMET method (even thoguh they may be unaware of the fact that they are using this method) was the intent of this essay. Using the qualitative methodology where I will conduct ZMET one-on-one intensive interview, as per the ZMET style, engaging in storytelling with two interviewees and focusing on the explanation of metaphor elicitation as a consumer behavior analysis tool,Show MoreRelatedBrand Image10222 Words   |  41 PagesHow to measure brand image: a reasoned review Luca Cian, Ross Business School, University of Michigan, USA* The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered, including attitude scales, Q-Sort, Natural Grouping, Kelly Repertory Grid, Laddering, Benefit Chain, Projective Techniques, Brand Personality, and Brand Narration. Considering the number of tools presented,Read MoreConsumer Research in the Early Stages of New Product Development27148 Words   |  109 PagesCONSUMER RESEARCH FOR OPPORTUNITY IDENTIFICATION IN NPD AIM AND SCOPE OF THESIS 1 1 2 3 7 12 15 15 16 18 26 43 47 CHAPTER 2 CONSUMER RESEARCH IN THE EARLY STAGES OF NEW PRODUCT DEVELOPMENT: A CRITICAL REVIEW OF METHODS AND TECHNIQUES ABSTRACT 2.1 INTRODUCTION 2.2 CATEGORISATION SCHEME 2.3 REVIEW OF METHODS AND TECHNIQUES 2.4 CONCLUSION AND IMPLICATIONS APPENDIX 1 CHAPTER 3 CONSUMER-ORIENTED FUNCTIONAL FOOD DEVELOPMENT: HOW WELL DO FUNCTIONAL DISCIPLINES REFLECT ‘THE VOICE OF THE CONSUMER’? 49Read MoreCustomer Perception Towards Mobile Banking with Special Reference to India2209 Words   |  9 PagesREFERENCE TO INDIA Purpose: The objective of this paper is to study customer perception towards mobile banking and finding important factors in India. Design/Methodology/Approach: The research methodology is largely based on extensive literature review and is based on exploratory research followed by descriptive analysis. The data collected thorough questionnaire, which is based on both open ended and closed ended questions. The questionnaire is based on Likert scale. The data is analyzed throughRead MoreNote on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon3528 Words   |  15 Pagesconsumers to explain why the first elicited associations (e.g., a product attribute) are important for them (thus eliciting the benefits) and then why these benefits are important (thus eliciting terminal values). Zaltman Metaphor Elicitation Techniques: ZMET Given that over 80% of all human communication is nonverbal, this technique uses qualitative methods (e.g., a personal interview) to elicit the metaphors, constructs, and mental models that drive customers’ thinking and behavior (see Zaltman and HigieRead MoreConsumer Behavior Research9154 Words   |  37 Pagesthat represent their â€Å"feelings† about the product category under study. They then organize these clippings into a â€Å"meaningful† collage, which is then explicated with the help of the researcher. c) The Zaltman Metaphor Elicitation Technique (ZMET) relies on visual images to assess consumers’ deep and subconscious thoughts about products, services, and marketing strategies. *****Use Learning Objectives #4 and #7 Here***** Customer Satisfaction Measurement 1. Gauging the levelRead MoreMobile Banking11695 Words   |  47 Pagesindividuals to adopt mobile banking. The findings culled from this research can help banks execute intricate marketing campaigns and customize service options to cater to specific customer segments in the context of electronic banking. 2. Literature Review Literature reveals that abundant research on electronic banking has focused on Internet banking (also called online banking), whereas research focusing on mobile banking is relative little and receives underrated attention [Suorantia Mattila 2004;Read MoreFactors Influencing the Adoption of Mobile Banking49642 Words   |  199 Pagesdone by Yong and Gorman (2002) it was found that there was a nearly 400 percent increase in the level of mobile banking service use within 15 months, as shown in Figure Figure 1.1: use of mobile banking in Korea Source: Journal of Online Information Review, Yong amp; Gorman (2002) The functionality of a mobile banking service increases user’s satisfaction.Furthermore, it creates the value for customers’ banking transaction as a wireless service delivery channel. However, it is a still minority of peopleRead MoreFactors Influencing the Adoption of Mobile Banking49628 Words   |  199 Pagesby Yong and Gorman (2002) it was found that there was a nearly 400 percent increase in the level of mobile banking service use within 15 months, as shown in Figure Figure 1.1: use of mobile banking in Korea Source: Journal of Online Information Review, Yong amp; Gorman (2002) The functionality of a mobile banking service increases user’s satisfaction.Furthermore, it creates the value for customers’ banking transaction as a wireless service delivery channel. However, it is a still minority of