Consumers Perception of a Brand Image Incredibly Relevant

CHANGE THEIR PERCEPTION Consumer’s perception of a brand image such as Microsoft is incredibly relevant in terms of a positive perception on a brand leads on to a positive perception of a product and therefore, Microsoft can successful market to students. Currently consumers’ main perception on Windows 8 directly correlates to their perception on Microsoft, and at the moment it is not as strong as their competitors’ brand perception and culture. Microsoft has to successfully alter their perception to not only be a positive perception, but a perception of Microsoft that is superior to competitors such as Apple and Google. Microsoft has to convince consumers that the switching costs, (discussed by Burnham, Frels and Mahajan (2003)) of†¦show more content†¦Students have the need to blend in and stand out at the same time, they want to be fashion forward and knowledgeable it is up to Microsoft to persuade their target market that Microsoft is modern and fashion forward. Engaging generation Y will increase a consumer’s perception regarding Windows 8 and can make it feel personally relevant to them. MOTIVATION IS KEY In order to successfully market Windows 8, Microsoft has to motivate students to make the effort to be interested in Microsoft. Lyengar and Lepper (2000) point out that a lack of motivation can cause consumers to either defer the decision, search for alternatives, choose a default option or simply opt not to choose. All of these options do not favour Microsoft in any way. Deferring the decision or not making the decision at all reduces Microsoft’s presence and exposure to the market because this means that consumers are not willing to go that extra step to research Microsoft. Microsoft also does not want consumers to opt for the default option, due to Apple’s immense brand image and popularity, especially to students Apple has become the protypical brand leader which only diminishes Microsoft’s perception with consumers. Motivation is highly affected from external competitors such as Apple’s iOS and Google’s Android operating systems. Microsoft should aim to create motivation for students and young consumers to become interested in Windows 8 via university events. The open days areShow MoreRelatedAtmospheric Cues in Retail Stores7493 Words   |  30 Pagesï » ¿ Atmospheric Cues in Retail Stores: Their Effect on the Consumer’s Hedonic Retail Experience Introduction Retailers are finding it more and more difficult to differentiate themselves from their competition, specifically based on the four Ps of marketing; product, place, price and promotion. They have been forced to inquire about diverse and distinctive atmospheric cues, in order to attract and maintain customers and their loyalty. 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