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Consumer Behavior Paper MKT/435 Consumer Behavior Paper The transformation of inputs from being an idea into outputs such as goods and services, and their subsequent reach to the end user is facilitated by marketing. In the business jargon, marketing is all about identifying and satiating the needs of the consumer. To recognize these demands, there needs to be a structured approach involving analysis. Any product can become a success when the 4P’s of marketing namely price; product, promotion and place are properly used. In this paper, the consumer behavior’s relation to the marketing is studied and described. A case of a writer’s acquisition decision and how the 4P’s influenced the choice is detailed. The objective of marketing is to channel and build consumer behavior. The authors of “Consumer Behavior Building Marketing Strategy” define consumer behavior as “the analysis of the actions of individuals, sections, and organizations along with the steps undertaken to select, guarantee, implement and discard goods, services, new ideas or unique experiences in order to satiate the demands and ensure positive effect that these activities may have on the consumer and society as such (Hawkins, 2007).” Consumer behavior is a complex yet necessary aspect of marketing. Consumer behavior completes the marketing task. There are several strong influences like external presences like the consumer culture, life at home, demography, and social status. The internal influences include consumer attitudes, emotions, the learning, perceptions, and memories. But these are highly moldable attributes that may be changed to other directions. The business formulates a marketing strategy by assimilating necessary data related to consumer behaviors that meet the needs of the target market. In the process of understanding the behavior of consumers, the behavioral principles that lead to spending patterns have to be appreciated. A sound marketing strategy takes into consideration all consumer behavior. This includes present and previous experiences and learning. Consumer behavior can be ascertained by observing the trend in purchasing. The marketing strategy must involve diverse research techniques in this analysis. To better gain an insight into consumer behavior and coming up with a successful product, resources like the internet, specific groups, surveys, instinct, one on one interactions, logic, and product concept validation exercises can be made use of. How are we to construct the right message and what means are to be used to reach the customer are the questions that are to be answered by a company in the first phase. Then the answers to questions like the spark to a positive consumer decision process resulting in the inclusion of the products and persistent satisfaction of demands have to be found. Based on the consumers’ likings and standard of living, the marketing device can be altered and implemented. For instance, a car company trying to promote their products to consumers who prefer comfort, agility, affordability or highly aesthetic qualities, it may choose the medium of television advertisements or magazine advertisements. This makes the products more visible to the customers. In the product life cycle, there needs to be a continual change based on the consumer behavior. The basic idea is to retain the customer base by satisfying them as it is simpler and cost effective than finding new customers. In order to do this, there should be sound knowledge on the behavior patterns of the consumers. In the marketing strategy, the competitors' strengths and weakness ought to be studied. This is very vital in any business practices as it helps decide on the changes that should be brought to the business’s product to stay in the market. The consumers are naturally inclined towards the better and bigger deal. To bring out a successful product in the market, keeping up with the changing needs of the customer in every stage of the process becomes crucial. Understanding consumer behavior gives a competitive edge over the competitors who are not aware of the importance of the activity. Given below is a flow chart that best shows the process of meeting a consumer’s demand. Our Whole Good Customers Assessment Quality Value Anticipated Transaction Recognized Value Distributed Consumer Approval Competitors Whole Good The health of her children is the primary concern of Melissa. As in the case with children, they are not very concerned. The children have varied needs as against that of Melissa. Recently, Melissa children wanted “Cheetos” (cheese flavored puffed snacks). “Cheetos” were very common and obtainable. They are available in almost every convenience store, gas station and drug store. The producers aggressively promote “Cheetos” to adolescents through radio, television, and magazine or newspaper advertisements. Chester the cheetah which is the cartoon character associated with the product appealed highly to Melissa’s children and they were very much eager to get the regular “Cheetos”. Being a responsible consumer she is, Melissa went through the product label information as necessitated by the NLEA (Nutritional Labeling and Education Act) on the packaging. Melissa observed that the regular Cheetos had lots of fat content. Instead of going for the regular Cheetos, Melissa went with the baked Cheetos, thereby satisfying both her and her children’s needs. The slightly higher pricing of the baked Cheetos did not affect her choice to keep her children healthy and safe. The consumer behavior analysis becomes very vital in developing a marketing plan. This is evident in everyday activities. The marketers have to abide by ethics while promoting their goods and services. Numerous social issues like smoking cigarettes, drug abuse, or alcoholism can be worsened or eliminated by matching consumer behavior and marketing. The 4P’s of marketing are very significant in day to day life and are part of every purchase decision. References Hawkins, D. I., Best, R. J., & Coney, K. A. (2007). Consumer behavior: Building marketing strategy. University of Phoenix custom e-book. Business dictionary.com. (2009). Marketing. Retrieved from http://www.businessdictionary.com/definition/marketing.html