ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
CONSUMER’S BEHAVIOR ON THE LAST MILE OF ROAD
Univ lecturer dr. Oana Mateut-Petrisor
Univ.lecturer drd. Gabriela Bologa
Agora University – Oradea
Abstract:
An average of 70% from buying decisions, are taken in front of the shelf, space more and more valued by the
marketing specialists, that suborn elaborated concepts of seduction. But the fight for the final consumer’s choice starts
from the outside of the store and has as base ingredient consumer’s involvement in definition of the brand.
The concept of marketing start from the premise that any economical activity has to satisfy
consumers needs and wishes with maximum efficiency. Knowing the consumer needs and wishes
involves realization of some studies of marketing. Consumer doesn’t acquaint his true motivations
and may change the buying decision in the last moment under the influence of a friend, family, of a
promotional action also. In this context, a special place is been given in theory and marketing’s
practice to studying and shaping consumer’s behavior.
Analyze of the consumer’s behavior offers useful information in establishing protections
measures for the consumers (guarantee terms, writing downs of selling prices, and writing down of
their origin).
Aggressive advertising on all channels, piled of enrolments and price discounts won’t give the
bankable effects. Marketers are trying now to involve the consumer in the brand’s concept, from
launching on market till the last buying decision. Specialists from Ogilvy Action elaborated even a
concept based on this theme, “Last Mile”, which they presented detailed, during the Toolbox
Shopper Marketing Conference. “«Last Mile» is the difference between attitude and action is the
process that transforms the consumer in buyer and the buyer into client of your products”, declared
Rife Ring, Global Strategic Planning Director of Ogilvy Action. The 3-4 seconds when the buying
decision takes place, are for long and minutiae’s/exhaustive prepared, to assure the chosen of
“THE” product, from the 20 similar to it. The receive/prescription would be the following:
advertising in different environments, followed by personalization of the product and direct
interaction with the consumer, with the surrounding environment and with daily activities. At the
end, the presentation from selling point of view that has to be new but friendly, and that involves a
good collaboration with the retailer.
Rife Ring gives for example the launch of Sun silk’s shampoo in the United States, a
promoting company that has cost those from Unilever more than 100mil dollars. The Sun silk
concept was based on identifying the target-consumer, women between 18 and 25 years old, and
tried to connect the brand image to entire feminine universe specific to that range of age. Ogilvy
realized the promoting of Sun silk shampoo by creating 3 homosexual male characters/personages,
interacting with young females through a blow and giving varied advices. Plus, Sun silk was
promoted through traditional channels, but also through no conventionally advertising, placed in
places frequented by young females. In hypermarkets, Sun silk products were positioned inside ice
cream and sweets department, for a stronger impact. Another important point of the “Last Mile”
concept is the sophisticate analyze of the consumers behavior. “You have to ask, to film, to
simulate, to analyze consumers thoughts and habits, and to integrate the products in them”, says
Andrew Aylett, Planning Director for Ogilvy Action London. In studying the consumer’s behavior
are used advanced technologies, one of them been a pair of glasses that chase the sight’s motion to
help efficient positional of products on shelves.
Romanian buyer needs approximately 20 seconds before making the buying decision argue/sustain
Emanuel Sander, Country Manager AC Nielsen Romania. In 206, only 70% from Romanian buyers
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