CONSUMER MARKETS AND CONSUMER BUYING BEHAVIOUR Most important element of the marketing environment Customers Ultimate aim

m of marketing is to somehow affect how customers think about and behave towards the organization and its marketing offers. The affect whats, whens, and hows of buying behaviors, marketers must first understand the whys. We look at final consumer buying influences and processes. Then to business customers. Dynamics of consumer market and consumer buying behaviour: All the individuals and households who buy or acquire goods and services for personal consumption comprises the CONSUMER MARKET. The buying behaviour of final consumers individuals and households who buy goods and services for personal consumption comprises the CONSUMER BUYING BEHAVIOUR. CONSUMERS different in age, income, education level, sex, tastes, life styles, demographic background, caste, and religion etc., How these diverse consumers connect with each other and with other elements of the world around them impacts their choices among various products, services, and companies. The world consumer market consists of more than 6.5 billion people.

The pattern of buying decisions has to be researched into. What they buy, where do they buy, how do they buy, how much do they buy, when they buy, whey they buy and so on.. But the most important is WHY do they buy. Consumer mind provides the answer. This is the black box and marketers make different efforts to enter into this black box and influence the consumer. A typical model of consumer buying behaviour . PP:179-6.1 CHARACTERISTICS AFFECTING CONSUMER BEHAVIOUR: Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics. For most part marketers may not be able to control such factors, but they must be taken into account, and cannot be ignored. PP: 179-6.2 CULTURAL FACTORS CULTURE: The set of basic values, perceptions, wants, and behaviours learned by a member of the society from family and other important institutions. Look for culture shifts. Health and Fitness, consumer finance (save and buy is now buy and pay later) (white purity in some countries, in India though the say meaning means death also. Widows, Tilak)

SUBCULTURE: Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations. Nationalities, religions, racial groups, and geographic regions. SOCIAL CLASS: Societys relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Social class is not determined by a single factor, like income, but is measured as a combination of occupation, income, education, wealth, and other variables. Social classes show distinct product and brand preferences in areas such as clothing, home furnishings, leisure activity, and automobiles. SOCIAL FACTORS 02 A consumers behaviour is influenced by small groups, family, and social roles and status. GROUPS: Two or more people who interact to accomplish individual and/or mutual goals. Groups having direct influence and to which a person belongs are called membership groups. Reference groups serve as direct/indirect points of comparison/reference in forming a persons attitudes or behaviour. Influenced by reference groups to which they do not belong, aspirational groups. Opinion leaderperson within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others. Buzz marketing is to enlist or even create opinion leaders to spread the word about their brands. Group influence varies across products and brands. Strongest when the product is visible to others whom the buyer respects. Least when the products are used privately and not visible .

FAMILY: Most important consumer buying organization. Roles/ influence of husband, wife, children on the purchases. (Hen pecked husbands, our razor, the greatest hen pecked husband) ROLES AND STATUS: A person is a member of many groups family, clubs, and organizations. The persons position in each group can be defined in terms of both role and status. Role is the activities a person is expected to perform according to the persons around him. Each role carries a status reflecting the general esteem given to it by the society. PERSONAL FACTORS Buyers decisions also influenced by personal characteristics buyers age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self respect. AGE AND LIFE CYCLE: People change the goods and services they buy over their lifetime. Tastes in food, clothing, furniture, housing, health care and recreation are often age related. Buying is also shaped by family life cycle. The stages through which a family passes over time. Traditional family life-cycle: Children, young singles, married couples, children, parents, grand parents etc., Joint to nuclear families is todays trend. Unmarried couples, stay-together, unisexual marriages, singles marrying late, childless couples, single parents, extended parents (those with young adults returning home) and others. SINK, DINK, etc., (ready to eat foods, gadgets w/ms, ovens, irons, dish washers etc.,)

OCCUPATION: Blue collar workers, white collar workers. Software engineers, call centers (tea and cigarettes and some times condoms also), truck drivers, ECONOMIC SITUATION: Especially of income sensitive goods watch trends in personal income, savings, or borrowing power, savings, interest rates. In recession - redesign, reposition, and reprice products. LIFE STYLE: Is a persons pattern of living as expressed in his or her activities, interests and opinions(called psychographics) Psychographics involves measuring consumers major AIO dimensions. Activities-work, hobbies, shopping, sports, social events. Interests-food, fashion, family, recreation. Opinions- about themselves, social issues, business, products. Lifestyle captures some thing more than the persons social class or personality. I profiles a persons whole pattern of acting and interacting in the world. There are many lifestyle classifications. The most acceptable is SRI Consultings VALS Values and Lifestyles module. PP: 189-6.3 3 PERSONALITY AND SELF CONCEPT: Individual personality: A persons distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. (self confidence, dominance, sociability, autonomy, defensiveness, adaptability, aggressiveness, introvert or extrovert) Self concept (self image)

Brand personality: A specific mix of human traits that may be attributed to a particular brand. a. Sincere down-to-earth, honest, wholesome, and cheerful b. Exciting daring, spirited, imaginative, and up-to-date c. Competent reliable, intelligent, and successful d. Sophisticated upper class and charming e. Rugged outdoorsy, tough and lasting PSYCHOLOGICAL FACTORS A persons buying behaviour is further influenced by four major psychological factors: Motivation, Perception, Learning, and beliefs and attitudes. MOTIVATION: Do you really need it? What need (biological-hunger, thirst, discomfort, climate, sex; psychological-recognition, esteem, belonging) After that a need turns into a motivation. A need that is sufficiently pressing to direct the person to seek satisfaction of the need. Two major theories of motivation are theory of Sigmund Freud and Abraham Maslow. Freud: people are largely unconscious of the real psychological forces shaping their behaviour. Grow up repressing many urges urges are never eliminated or perfectly controlled they emerge in dreams, in slips of tongue, in neurotic and obsessive behaviour, or ultimately in psychoses. Maslow: Human needs are arranged in a hierarchy. Satisfy the most important need first (horse and horse shoe), then it stops to become a motivator. Hunger satisfied! Blind man praying to God, and offered Priyanka Chopra, Kareena Kapoor, Simran..

PP: 193-6.4 PERCEPTION: Motivation readies one to act. Action is influenced by perception. It is flow of information through five senses, sight, hearing, smelling, touching, and tasting. Perception is the process by which people select, organize, and interpret information to form a meaningful picture. Takes over selective perception. LEARNING: Learning occurs through the interplay of drives, stimuli, cues, responses, and reinforcement. DRIVE: A strong internal stimulus that calls for action. STIMULUS: When drive becomes a motivator, it stimulates towards to the stimulus object. CUES: When, where, and how the person responds. RESPONSE: After taking the above cues into consideration. REINFORCEMENT: Response reinforced into a purchase decision. So, what is Learning: Changes in an individuals behaviour arising out of experience. BELIEFS AND ATTITUDES: Belief: A descriptive thought that a person holds about something. Wrong beliefs have to be changed. Beliefs can be modified. And you thought that . Attitude: A persons consistently favorable or adverse evaluations, feelings, and tendencies towards an object or idea. Attitudes fix people in a frame of mind of likes and dislikes. It is difficult to change attitudes.

CONSUMER BUYING DECISION BEHAVIOUR 04 Consumers have complex buying behaviour: INVOLVED PRODUCTS: Expensive, Risky, Infrequently purchased, highly self-expressive, significant differences among brands. Also known as INFREQUENT BUYING BEHAVIOUR. Message should aim at: Reliability, technology, ASS, Brand differentiation. LOW INVOLVEMENT: Cheap, easily available, value perception is low, frequent. Also known as HABITUAL BUYING BEHAVIOUR. Salt, matches, Ad repetition creates Brand familiarity and not Brand Conviction. Use price, say Desh Ka Namak Sir Uthake Piyo. Message: Price, Aim VARIETY BUYING BEHAVIOUR: Low involvement, but significant brand differences. Biscuits, Pickles, Noodles. Message: Samples, 20% extra, price, free coupons, try something new. LEARNING INVOLVEMENT: Technical jargon, pixels, mobile technology chip, VGA resolution DISSONANCE REDUCING BUYING BEHAVIOUR: All factors at Involved Products remain the same, but no much difference among brands. POST PURCHASE DISSONANCE: Feel value for money had not been there. PP:197-6.5

CONSUMER BUYING DECISION PROCESS It passes through five stages: PP:198-6.6 (Skipping or reversing the stages based on the product purchase) Need recognition: Consumer recognizes a problem to be addressed or need to be satisfied. Internal Stimuli, External Stimuli. Information research: PERSONAL SOURCES- family, friends, neighbours, colleagues, COMMERCIAL SOURCES advertising, salesmen, dealers, packaging, displays, PUBLIC SOURCES mass media, consumer ratings, independent reviews, EXPERIENTIAL SOURCES handle, test drive, examine, use the product. Commercial sources inform, but personal sources evaluate and legitimize. Word of mouth of consumers, by the consumers, for the consumers. Evaluation of alternatives: Stage in buyer decision process where consumer uses information to evaluate alternative brands in the choice set. Study how the evaluation process takes place and tackle it effectively. Comparative advertising has come to India. Purchase decision: A decision taken by the buyer, which brand to purchase. Generally the decision is in favour of most preferred brand, two factors can come in between the purchase intention and purchase decision. First factor is attitude of others (when the decision making is collective), second factor is unexpected situational factors (expected income, expected price, expected product benefits)

Post purchase behaviour: Action taken based on satisfaction or dissatisfaction after the purchase. Gap in consumers expectations and perceived performance. Cognitive dissonance: Discomfort caused by post purchase conflict. Why is it so important to satisfy the customer: Business comes from new customers and retained (existing) customers. Creation of new customers is costly. Go beyond merely meeting customer expectations, delight (surprise) BUYER DECISION PROCESS FOR NEW PRODUCTS NEW PRODUCT: A good, service, or idea that is perceived by some potential customers as new. How the consumers know about the product for the first time (it might have been around for some time) and make decisions whether to purchase them. This process is called the Adoption process: mental process through learning about an innovation to adoption to regularly use it. 05 STAGES IN THE ADOPTION PROCESS: Awareness: knows of the product, but lacks information Interest: seeks information Evaluation: Does it make sense, is it beneficial to use the new product Trial: Trial in small quantities (televisions test usage, test drives, not satisfied money back) Adoption: Decide to make to full and regular use All do not welcome innovative products/services in the same speed and spirit. Innovators: Venturesome

Early adaptors: Adopt, but carefully, respected and opinion leaders Early majority: Not leaders, but are way ahead of average persons Late majority: Skeptical, adopt after vast majority tries out Laggards: Traditional, suspicious, adopt only after innovation becomes a tradition Product characteristics influence speed and rate of adoption. RELATIVE ADVANTAGE: Plasma TVs, Tata Sky, Multi media Mobiles COMPATIBILITY: Sujana Fans with inverter battery, Zap mosquito bat COMPLEXITY: Difficult or easy technology, - once programming is available prices come down DIVISIBILITY: Lease and buy, buy in parts, upgrade at will COMMUNICABILITY: Speeder and faster results

BUSINESS MARKETS AND BUSINESS BUYING DECISION PROCESS

Unlike consumer markets, business markets are very vast. There are some similarities, like both involve people who don buyers roles, who make purchase decisions to satisfy needs. However business market greatly differ from consumer markets mainly in terms of: 1. Marketing structure and demand 2. Nature of the buying unit 3. Types of decisions and the decision process

MARKETING STRUCTURE AND DEMAND: 1. Fewer but larger buyers 2. More geographically concentrated 3. Derived demand ultimately derives from the demand for consumer goods 4. Demand is inelastic (not affected in the short run by price changes) 5. Demand is fluctuating (small % rise in consumer demand causes huge % in business) NATURE OF BUYING UNIT: 1. More buyers more decision making participants 2. More professional purchasing efforts (break components) TYPES OF DECISIONS AND DECISION PROCESSES: 1. Face more complex buying decisions (financial, technical, commercial, international, economic) 2. Longer time taking 3. More formalized (product specifications, negotiations correspondence, purchase orders, GRs, supplier searches, formal approval, inspection, performance clauses) 4. Long term relationships, vendor ratings, Supplier relation management practices down

BUSINESS BUYING PROCESS: Determine products and services to be purchased find evaluatechoose among alternative suppliers alternative brands purchase. 06 Both Consumer buyer behaviour and business buyer behaviour center around the 4 Ps: PRODUCT, PRICE, PLACE, PROMOTION. But, business buyer behaviour is greatly influenced by major forces in the environment: ECONOMIC, TECHNOLOGICAL, POLITICAL, CULTURAL, COMPETITIVE. These translate into buyer responses in terms of: PRODUCT OR SERVICE CHOICE, SUPPLIER CHOICE, ORDER QUANTITIES, DELIVERY, SERVICE, PAYMENT TERMS. BUSINESS BUYER BEHAVIOUR: The buying behaviour of the organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit. BUSINESS BUYER BEHAVIOUR MODEL: PP: 219-7.1 MAJOR TYPES OF BUYING SITUATIONS: There are three major types of buying situations Straight rebuy: Routine/buyers routinely reorders something without any modifications Modified rebuy: requires some research/modifies product specs, prices, terms, or suppliers New buy or new task: requires thorough research/purchases product or service first time

What is systems buying: (OUTSOURCING) Buying packaged solutions to problems from a single seller, thus avoiding all the separate decisions involved in a complex buying situation PARTICIPANTS IN THE BUSINESS BUYING CENTRE: The decision-making unit of a buying organization is called a BUYING CENTRE. It includes all individuals and units that participate in the business buying decision process. Broadly they are five role players:
1.

2.

3.

4.

5.

Users: initiate the buying proposal, and lay down product specifications. Influencers: help define specifications, alternative evaluation Buyers: formal authority to purchase, selecting vendors, commercial negotiations Deciders: Formal or informal power to select suppliers and approve Gatekeepers: Control flow of information

What influences business buyers: Major factors that influence business buyers are: 1. Environmental 2. Organizational 3. Interpersonal 4. Individual PP:222-7.2 Environmental: Primary demand, economic outlook, cost of money, raw materials and inputs (inventory), technological, political, competition, culture, customs

Organizational: Objectives, policies, systems

procedures, structure,

Interpersonal: do not wear tags decision maker, unimportant person Individual: technical types, intuitive negotiators, pitting one against another seller

07 BUSINESS BUYING PROCESS A typical business buying process passes through eight stages. This applies to a NEW TASK situation. Some stages might be skipped or reversed when the buy is STRAIGHT REBUY or MODIFIED REBUY. 1. 2. 3. 4. 5. 6. 7. 8. Problem recognition General need description Product specification Supplier search Proposal solicitation Supplier selection Order routine specification Performance review

PP:224-7.3

BUSINESS BUYING ON THE INTERNET (e-procurement) Advantages: 1. Online purchase convenience 2. Reverse auction convenience 3. Access to vast number of suppliers 4. Access to new suppliers 5. Lower purchasing costs 6. Faster order processing 7. Faster deliveries 8. Faster connectivity with customers down the line sales, support, communication 9. People freed to focus on more strategic issues Disadvantages: 1. Customers and suppliers can share business data 2. They can even smuggle product design 3. Customer-supplier relationship, age old is killed 4. Security disasters INSTITUTIONAL MARKETS AND GOVERNMENT BUSINESS

Institutional: Tea, pickles, rations, military canteens, hospital/hotel/hostel supplies Government: Corruption, lowest bids, cartels, L1 to L3, payment problems, legal angles (UP state bridge corpn)

08

MARKET SEGMENTATION, TARGETING First know what is targeting: Buyers differ in wants, resources, locations, buying attitudes, and buying practices. Through market segmentation, companies divide large, heterogeneous markets into smaller, near homogeneous segments so that they can be reached more efficiently and effectively with products and services matching their unique needs. This is called Segmentation. The process of evaluating each market segments attractiveness and selecting one or more segments to enter is called Targeting/Target marketing. After this, set up a competitive positioning for the product/service and create detailed marketing mix -called Market Positioning. Segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes. Target marketing: Evaluate each market segments attractiveness and select one or more segments to enter. Market positioning: Arrange the product/service to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the consumers. PP-239:8.1

Segmenting applies to: 1. Consumer markets 2. business markets 3. international markets Segmenting consumer markets: GEOGRAPHIC SEGMENTATION: Nations, States, Regions, Countries, Cities, Neighborhoods, Trade blocks. DEMOGRAPHIC SEGMENTATION: Age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, nationality. PSYCHOGRAPHIC SEGMENTATION: Social class, lifestyle, personality BEHAVIOURIAL SEGMENTATION: Occasions, benefits, user status, usage rates, loyalty status, readiness stage, attitude toward the product/service. Segmenting business markets: DEMOGRAPHIC: Industry, size, location OPERATING VARIABLES: Technology, user non-user status, customer capabilities PURCHASING APPROACHES: Purchasing function, power structure, nature of existing relationship, general purchase policies, purchasing criteria. SITUATIONAL FACTORS: urgency, specific application, size of orders. PERSONAL CHARACTERISTICS: Buyer-seller similarity, attitudes toward risk, loyalty.

Geographic, demographic, benefits sought, user status, usage rate, loyalty status, operating variables, purchasing approaches, situational factors, and personal characteristics. 09 Segmenting international markets: GEOGRAPHIC LOCATION: ECONOMIC FACTORS: POLITICAL FACTORS: LEGAL FACTORS: CULTURAL FACTORS: INTERMARKET SEGMENTATION: REQUIREMENTS FOR SEGMENTATION ADMAS ACCESSIBLEDIFFERENTIABLE MEASURABLEACTIONABLESUBSTANTIALEFFECTIVE

TARGET MARKETING TARGET MARKET is a set of buyers sharing common needs or characteristics that a company decides to serve. TARGET MARKETING STRATEGIES 1. Undifferentiated (Mass) marketing, 2. Differentiated (Segmented) marketing, 3. Concentrated (Niche) marketing, and 4. Micro (Local or Individual) marketing.

PP-252: 8.2 Undifferentiated: ignore market segment differences and go after the whole market with one offer. Ignore different needs, and concentrate on the common. Differentiated: target several market segments and design separate offers for each. Concentrated: concentrate on a large share of one or a few segments. Micro: tailor products/services and marketing programmes to suit the tastes of specific individuals and locations. LOCAL MARKETING: target local consumer groupscities, neighborhoods, and even specific stores. INDIVIDUAL MARKETING: tailor products/services and marketing programmes to the needs and preferences of individual customers. Also called Markets-of-onemarketing, customized marketing, and one-to-one marketing HOW TO CHOOSE A STRATEGY DEPENDS ON: COMPANY VARIABILITY, PRODUCT MARKET VARIABILITY, MARKETING STRATEGY. TARGET MARKETING RESOURCES, PRODUCT LIFE CYLCE STAGE, AND COMPETITORS

SOCIAL RESPONSIBILITY MARKETING

OF

TARGET

10 POSITIONING POSITIONING: How do consumers define the product on important attributes, the place product occupies in the consumers mind compared with competitors products. It involves implanting the brands unique benefits and differentiation in the consumers mind. (Gentle detergents, baby cosmetics, mens, macho, automobiles) Consumers overloaded with information about products and services cannot go through evaluation process every time they buy to simplify buying process they organize products, services and companies into categories and position them in their minds. A Products POSITION is the complex set of perceptions, impressions, and feelings that a consumer has in compared with competitions.

Consumers position products with or without the help of marketers. But marketers should not want their products positions to chance. They must plan positions that give their products the greatest advantage in selected target markets, and they must design marketing mixes to create these planned positions. Positioning strategy comprises of three steps and an extension: 1. Identifying Competitive Advantages 2. Choosing Right Competitive Advantages 3. Selecting an overall Positioning Strategy 4. Effectively communicate and deliver the chosen position to the market. IDENTIFYING COMPETITIVE ADVANTAGES: Understand customers needs better than competition and deliver more value. Empty promises do not work. Deliver superior value, this gives COMPETITIVE ADVANTAGE. Positioning, therefore begins with DIFFERENTIATING. You must pass through the consumer experience to find out what differentiates. This can be along the lines of PRODUCT, SERVICES, CHANNELS, PEOPLE, or IMAGE. PRODUCT DIFFERENTIATION is not easy. Some physical products offer little variation Chicken, Steel, Cement, Analgin. Differentiation can be based on CONSISTENCY, DURABILITY, RELIABILITY, REPAIRABILITY

SERVICE DIFFERENTIAION by SPEED, CONVENIENCE, CARE, EASY TRACKING, TIMINGS COMPANY DIFFERENTIATION- INSTALLATION, ASS, CUSTOMER TRAINING, CONSULTING SERVICES CHANNEL DIFFERENTION COVERAGE, EXPERTISE, PERFORMANCE, PEOPLE DIFFERENTIATION HIRE AND TRAIN BETTER PEOPLE, SERVICE WITH A SMILE, LANGUAGE, BODY LANGUAGE, EMPATHY, WALK THE EXTRA MILE, FEELING OF BEING CARED IMAGE DIFFERENTIATION SYMBOLS, COLOURS, LOGOS, CATCHWORDS, PUNCHLINES, OUTLET AMBIENCE, FRANCHISES, SOCIAL SERVICE, INVOLVEMENT IN CAUSES 11 CHOOSING RIGHT COMPETITIVE ADVANTAGES: Decide How many differences to promote Avoid Positioning Errors Decide Which Ones to promote HOW MANY DIFFERENCES TO PROMOTE: Is it only one, the USP, or more than one? In a overcommunicated society it is easy to remember number one. More than

one may have to be promoted, when the other company also claims to be best on the same attribute. AVOID POSITIONING ERRORS: UNDERPOSITIONING, OVERPOSITIONING, CONFUSED POSITIONING WHICH DIFFERENCES TO PROMOTE: Not all differences are meaningful, worthwhile and differentiating. They must be: IMPORTANT: Difference delivers highly valued benefit. DISTINCTIVE: Competitors do not offer, or the company offers better and different SUPERIOR: Superior in other ways than with others COMMUNICABLE: Difference is visible and communicable PREEMPTIVE: Not easy for competition to copy AFFORDABLE: Buyers can afford the cost for the benefit PROFITABLE: Company can provide the difference profitably Worlds tallest hotel (unless you see the xxxx from there), Air conditioned Volvos in BLR (time or comfort), Air Deccans Low Cost, Watches that do not show right time, Unwanted features (TV with world clock) SELECTING AN OVERALL POSITIONING STRATEGY: Consumers choose products and services that give them the greatest value. The full positioning, based on full mix of benefits, of a brand is called VALUE PROPOSITION.

PP-263: 8.3 A FEW DEFINITIONS: PRODUCT POSITION: The manner in which a product or service is defined by consumers on important attributes, the place product occupies in consumers minds relative to competing products or services. COMPETITIVE ADVANTAGE: An advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices. VALUE PROPOSITION: The full positioning of a brand the full mix of benefits upon which it is positioned. DEVELOP A POSITIONING STATEMENT Positioning a company or a brand must be summed up in a POSITIONING STATEMENT. The format should be : TO (target segment and need), OUR (brand), IS (concept), THAT (point-of-difference)

12 COMMUNICATE AND DELIVER THE CHOSEN POSITION Once a position is chosen communicate. Ensure that the position 1. Delivers (quality and service) Designing marketing mix Product, Price, Place, and Promotion involves working out the tactical details of positioning strategy. Say for example if you are in the MORE FOR MORE CATEGORY: - Produce high quality products - Charge a high price - Distribute through high quality dealers - Advertise in high quality media
ESTABLISHING A POSITIONING OR CHANGING ONE TAKES A LONG TIME POSITIONS THAT HAVE TAKEN YEARS TO BUILD CAN BE LOST IN NO TIME BUILDING A DESIRED POSITION IS NOT AN END, YOU MUST MAINTAIN IT MAINTENANCE IS POSSIBLE THROUGH CONSISTENT PERFORMANCE AND COMMUNICATION ADAPT/CHANGE POSITIONING OVER THE LONG RUN, TO MEET CHANGES IN CONSUMER NEEDS AND COMPETITORS STRATEGIES AVOID ABRUPT CHANGES THAT MIGHT CONFUSE CUSTOMERS PRODUCT POSITIONING IS A GRADUAL EVOLUTION, AND CHANGES WITH EVERCHANING MARKETING ENVIORNMENT