This category is quite intriguing at its core. On the first look, one may feel the words hobbies and passion quite closely knit while faith remained wanting. I chose this product category because it, in a way, shows the different levels of association that a man can have with a product or service. When a man starts something new, he has high enthusiasm and he likes what he is doing. But he is reluctant to find more time for this ‘new’ work and he is comfortable in working on this only during his free time. This is done just for the fun part of it and the man expects miniscule learning from this sort of activity.
When we say that a man is passionate about what he is doing, we implicitly mean that this is the second stage of association of the man with his work. He works hard towards achieving his goal and is ready to sacrifice other jobs at hand to give more time on this. The man has clearly made up his mind to pursue this goal seriously. When you are passionate about something, you are ready to take great risk to achieve your goals. The implications are definitive – when the stakes are high, the returns expected are high too.
The third and final stage of association is ‘faith’. Faith (in business) is about the loyalty that one has towards a particular product or service. When a passionate person tries for several times but fails invariably each time, he is truly tested. If he is just passionate without having ‘faith’ in what he is doing, his aspirations might come to an end. But because he has faith, he is able to try even harder till he gets the desired results.
One may claim that there exists just a thin line of difference between the three levels of association. Nonetheless, it is the responsibility and a challenge for the market research analyst to find out the corresponding level of association that one has with a particular product or service. Depending on the accuracy of the research, the promotional campaigns would be designed which would have a direct impact on the sales of a particular product or service.
