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The importance of consumer behaviour through the example of Dim's marketing: A successful French tights company

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  1. Introduction.
  2. The first phase of Dim's positioning: The tights market.
  3. The process of purchase.
  4. Understanding the unconscious wants of its target.
  5. The reinforcement process.
  6. Conclusion.

?Consumer behaviour has been described as the dynamic interaction of affect and cognition, behaviour, and environmental events by which human beings conduct the exchange aspects of their lives? (Blythe, J. The essence of consumer behaviour, p.2). In other words, marketing strategies should understand how consumers think and are influenced, how they behave while shopping, how they process information, which and how much information can they process, what drives and motivates them, what is the room for emotions? ?Consumer economics (?) is the study of the ?demand behind the demand?: what drives people to want, need, and buy ?or not. Only when this most basic unit of consumer motivation is in place can businesses design products and marketing messages to speak clearly and directly to the only motivations that count: the buyer's.?(King, M.J. & Rigby, B., The Galt Global Review, August 10th, 2005, article: ?Cause and effect: consumer economics?)

[...] Therefore, Dim designed slogans aiming at enhancing the willingness to be part of a group, respected, loved by the family and friends, recognized, esteemed, and self-esteemed: In 1974, the slogan of the new advertising was Dim, you are free, you are beautiful?. Women feeling a commitment to the feminist culture found themselves in such a slogan advocating freedom. Most of Dim's advertisements aimed at making women unconsciously think they could, thanks to those tights, reduce the gap between their self- image, self-esteem and ideal self. [...]


[...] The first phase of Dim's positioning: the tights market 1965 marked a turning point in the French society. The French woman was already a ?young- voter, but in ten years, between 1965 and 1975, she obtained two fundamental rights. In 1966, a law (allowed her) to be on the pill and in 1975, ( ) abortion became legal. From now on, with these two rights, the French woman was the owner of her body. It marked the beginning of the French women's emancipation, which became total thanks to the sexual liberation and their massive coming in the labour market?. [...]

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