No one knows better than Mom,right?But does she know how much underwear you own?Jockey International does.Or the number of ice cubes you Put in a glass?Coca-Cola knows that one.Or how about which pretzel/椒盐卷饼 you usually eat first,the broken ones or the whole ones?Try asking Frito-Lay.Big companies know the wants,and demands.They figure out all sorts of things about us that we don't even know ourselves.To marketers,this isn't trivial pursuit-knowing all about customer needs is the cornerstore of effective marketing.Most companies research us in detail and amass mountains of facts.
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Coke knows that we put 3.2 ice-cubes in a glass,see 69 of its commercial every year,and prefer cans to pop out of vending machines at a temperature of 35 degree.One million of us drink Coke with breakfast every day.Each new day brings piles fo fresh research reports detailing our buying habits and preferences.Did you know that 38 percent of Americans would rather have a tooth pulled than take their car to a dealership for repairs?We each spend $20 a year on flowers;Arkansas has the lowest consumption of peanut butter in the US;51% of all males put their left pants leg on first,whereas 65% of women start with the right leg;and if you send a husband and a wife to the store sparately to buy beer,there is 90% chance they will return with different brands.
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Nothing about our behavior is sacred.Procter&Gamble once conducted a study to find out whether most of us fold or crumple our toilet paper;another study showed that 68% of consumers prefer their toilet paper to unwind over the spool rather than under.Abbortt Laboratories figured out that one in four of us has "problem" dandruff/头皮屑,and Kimberly Clark,which make Kleenex,has calculated that the average person blows his or her nose 256 times a year.
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It's not that Americans are all that easy to learn our opinions about years ago,Campbell Soup gave up trying to learn our opinions about the idealized meatball after a series of tests showed that we prefer one so big it wouldn't fit in the can.
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Hoover hooked up timers and other equiptment to vacuum clearers in people's homes and learned that we spend about 35 min. each week vacuuming,sucking up aobut 8 punds of dust each yearand using 6 bags to do so.Banks know that we write about 24 checks a month,and pharmaceutical companies know that all of us together take 52 million aspirins and 30 million sleeping pills a year.In fact,almost everything we swallow is monitored by some one.Each year,we consume 156 hamburgers,95 hot dogs,283 eggs,5 pounds of yogurt,9 pounds of cereal,2 pounds of peanut butter, and 46 quarts of popcorn.We spend 90 min. a day preparing our food and 40 min. a day munching/咀嚼 it.And as a nation,we down $650 million of antacid a year to help digest the food we eat.
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Of all business,however,the prize for research thoroughness may go to toothpaste makers.Among other things,they know that our favorite toothbrush color is blue and that only 37% of us are using one that's more than six months old.About 47% of us put water on our brush before we apply the paste,15% put water on after the paste,24% do both,and 14% don't wet the brush at all.
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Thus,most big marketing companies have answers to all the what,where,when,and how questions about their consumer demand.Seemingly trivial facts add up quickly and provide important input for designing marketing strategies.But to influence demand,marketers need the answer to one more question:Beyond knowing the whats and wherefores of demand,they need to know the whys what causes us to want the things we buy?That's a much harder question to answer.
