GoPro and Consumer behaviour
Go Pro has emerged as a champion in utilizing various concepts of consumer behaviour to create the brand that has very loyal consumers. GoPro offers a lot of options for buying video cameras. But the consumers won’t buy a product without any need. GoPro has been able to create that need. Its advertisements and communications with the consumers are pretty straightforward. It creates the desire and the need for its products in the minds of consumers.
GoPro has allowed the consumers to extend their horizon from just taking selfies to create and capture self-captured videos. With the increasing demand of user generated content, consumers do feel that they need a camera from GoPro to stay updated and connected to their friends and family.
Gopro also effectively utilizes the ‘how’ part of communicating the need. Its advertisements and other marketing activities direct the consumer toward a better, more interesting lifestyle. It enhances the digital lives of the people. That is why, even when a person doesn’t need to buy a product, such as a camera, he thinks that the investment in a GoPro product is very worthwhile.
GoPro has tied up with more than 130 professional athletes, musicians, to provide an idea to its target customers as what the experience to be a star is like. GoPro also partners with travel hotspots, including 17 Marriott hotels in the Caribbean and Latin America. This shows how to position the brand in the market with the use of celebrities and using the points of sales.
GoPro allows its consumers capture videos to attain ’15 minutes of fame.’ In essence, Go Pro nurtures the relationship with its consumers. It offers them constant motivation to stay attached with its brand. GoPro is a master in collecting selective attention. Moreover, it successfully creates an air of increased satisfaction in its target customers’ minds.
The process is somehow related with the ‘Self concept. The term denotes the “totality of individual’s thoughts and feelings having reference to himself as an object.” (Rosenberg 1979, p 7). In fact, GoPro effectively utilizes the major four factors, namely cultural, social, personal and psychological factors to attract, retain and increase consumer loyalty. That is a solid reason why GoPro’s customers are so loyal to the company.
Reference
Rosenberg, M. (1979). Conceiving the Self, New York: Basic Books, Inc.,. 7- 8
