The Decision Making Process Of The Consumer

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In order to advertise the JW99, one needs to sell an experience and demonstrate what problem it can solve i.e. improving health instead of simply selling the product. The Expected Utility Theory states that each person seeks to maximize their own gains. Putting that in context with a low self-control, one can identify that an offer should be fair since the key demographic might reject an unfair offer out of altruism. The decision making process of the consumer is a quick and intuitive one [See Appendix A]. In order to start advertising a change needs to happen in the eating habits. The strategy is to spread the word, create a buzz and sell an experience.
In order to spread the word about the healthier lifestyle, the North Carolina’s initiative with doctors and health officials can be used. 11.5% of the allocated $2 USD million are recommended to be spent on the initiative, accounting for $230,000 USD. With this money, 10 doctors and 90 health officials will be sponsored [See Appendix A], reaching approximately 180,500 citizens. Health Officials and Doctors are expected to impose an authority effect within the social status since as social creatures, customers take into account authority and value the opinion. Additionally, general health statements i.e. on the importance of fiber can be published on the company 's website written by the doctors. This way, there is no direct product marketing involved and only a support of why a healthy lifestyle is a good lifestyle.
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