1 www.shiningconsulting.com

2

There are 2 types of provocation.1. Provoke to disturb (negative),2. Provoke to internalize the proposition to the target audience (positive)

Positive provocation and clear understanding of the selling proposition

create the buyer’s readiness for

the purchase act.

What is PUB Reflex?

The offer is so noticeable that the audience has

taken initiative to understand it. The

provocation has led to level of understanding the

product or the usageadvantage of the service

3

Should I purchase? (hesitant buyer)

It’s too costly (value seeker / sober buyer)

It’s not for me (this buyer is not the target)

It’s not my requirement (unconvinced buyer)

I would love to try it (peripheral buyer)

I have to get it (core buyer)

I have heard of it. Let me check it out with my friends first (satellite buyer)

Buyer readiness for purchase act

4

This framework can help you to design a product or service in such a way that it is

noticeable in the ocean of brands out there in the market, the end-customer

understands its value and so it translates to the purchase act.

Benefit of the tool

5

To Understand –The offer is so noticeable . That consumers try to understand what the brand is and what are

they offering

GUCCI – Positive Provocation

To Buy- once the product is understood, consumer proceed towards making the buying decision as per his suitability

To Provoke- GUCCI use sensuality as the medium of provocation. It is the assured way to provoke consumers

6

DETTOL – Negative ProvocationDettol uses negative provocation to alert

consumer about ill effects of unclean hands

Dettol targeted consumer by showing how illness can be spread through common touch points

The consumers, primarily worried about the health of children are convinced about the benefits of Dettol