The Response Hierarchy Model that best fits with Fish&Friends’ products is the Innovation Adoption Model. It shows the stages a consumer passes through in adopting a new product or service and Fish&Friends offers a new typology of products, absent in the market until now. The challenge is to create awareness and interest among consumers and try to convince them to evaluate the products favourably.
Awareness. In this phase the potential consumer is simply aware the new product exists and this awareness is driven by sources outside the community and by tacit source of information. It is a very passive stage.
What about Fish&Friends? From our survey it results that only 3% of respondents know the brand. In our opinion, this result is caused by a lack of brand communication and, moreover, they do not properly highlight how they differ from the competitors.
Interest. The individual wants more information about the product. Information can be gained both outside (online and offline) and inside the community (family, friends etc.).
With regard to Fish&Friends, we noticed that people ask questions on social networks but in particular on Instagram receive very few answers. However, our questionnaire shows that people know about Fish&Friends’ product thanks to family and/or friends.
Evaluation. At this stage the individual mentally examines the product using the information gathered. This is a critical stage and probably the one where the voices of the community have more weight and influence that outside contacts.
Our questionnaire shows that the most important factors in the purchase of seafood are quality and origin. Probably for these reasons people are more likely to buy frozen products than precooked/cooked ones that are seen as low-quality.
Trial. It is the moment when the consumer actually purchase the product. Community voices are very important also at this stage because individuals choose the product according to other’s suggestions.
Concerning Fish&Friends there are contrasting opinions. On the one hand, on Instagram consumers express positive opinions, while on the other, on Facebook they do not seem so satisfied.
Adoption. At this stage customers evaluate the product and wonder if they are satisfied with the decision made or not. In case a consumer regret making a purchase or wish another alternative cognitive dissonance phenomenon should be considered.
Dissatisfaction is often the result of cognitive dissonance, doubt that the correct decision has been made. To overcome cognitive dissonance, the firm must realize that the decision process does not end with the purchase. Aftercare services such as follow-up telephone calls, advertisements aimed at purchasers, extended warranties reassure consumers.
Nowadays, costumers are skeptical about Fish&Friends’ products they are facing these products for the first time. Probably in the future they will purchase Fish&Friends’ products several times, after all brand loyalty is a long journey.
With regard to the type of learning mode, the model that best fits with Fish&Friends is the Low Inolvement Model. In fact, fish products do not require a high purchase involvement of the consumer, who is passive and does not seek actively for information also because .
In the “Learn” moment, the individual steps into the product randomly and select it, deciding to buy it among a variety of products. The “Do” phase corresponds to the purchase. The model ends with the “Feel” moment where the consumer, after the purchasing experience, decides whether the product was tasty or not. If the product will not be repurchased, the customer will come back to the “Learn” step. In this case a new product will be selected.
The Consumer Decision Journey is an implementation of previous linear models.
This one is a circular model and highlights the importance of social media through the whole consumer journey. Similarly to previous models, we find “Consider”, “Evaluate” and “Buy” steps. The consumer decision journey adds the “Experience”, “Advocate” and “Bond” steps.
This circular model underlines that, from the “Evaluate” step, social media are used by the consumer in order to better evaluate and compared the various brands and products. After the purchase step, the role of social media is still important: they have to maintain a dialogue with the customer in order to establish an emotional bond. The firm can achieve the loyalty of its customers only with a continuous relationship and dialogue through social media. As a consequence of this process, the customer will skip the “Evaluate” step and will directly go to the “Buy” step.
The two phases that are most significant for the evaluation and perception of the social media for the brand are “Consumer advocates for brand” and “Consumer bonds”.
In the case of Fish&Friends, at the first step we can observe that people who follow their social profiles are: 5179 on Instagram, 8313 on Twitter, 3727 on Facebook. These values are significant to evaluate how many people know the brand thanks to the social networks. Followers of these accounts are quite low if compared to other competitors; only the Twitter number is comparable with the number of other brands.
The second important step, “Consumer Bonds”, is useful in order to evaluate allegiance. For the analysis, the maximum value of likes on Instagram are 481, on Twitter the retweet are 8 and 18 repost on Facebook. Summing up, this brief analysis shows us a low level of loyalty.
Comparing the number of followers with the number of reposts or retweets, it is evident that Fish&Friends is not properly able to engage their followers.
(The presentation is available here.)