Consumer Behaviour And Marketing
Consumer behaviour in explains the framework of what, when, whome to buy for the consumer Check out the types, attribuites, behaviour and defination of Consumer behaviour.
Shruti Dutta11 Apr, 2024
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Consumer Behavior : Ever wonder why you reach for the same brand of peanut butter week after week or get stuck into clicking "add to cart" after seeing a celebrity endorsement? This is not just random chance – it is the interplay between consumer behaviour and marketing.
This article will let you know the analysis of "why" behind the "buy." This article delves into the psychology behind our choices and the relationship between Consumer Behavior and Marketing.What is Consumer Behaviour in Marketing?
Consumer behaviour studies how individuals and organisations decide to purchase, use, and dispose of goods and services. It delves into the psychology, sociology, and economic factors influencing these choices. This includes understanding consumers' motivations, needs, preferences, buying habits, and the impact of marketing efforts on their decision-making process. Marketing, on the other hand, is the application of this knowledge. By understanding consumer behaviour. Marketers can develop targeted strategies to reach the right audience with the right message at the right time. This involves market research, product development, pricing strategies, promotion, and distribution channels. Essentially, marketing aims to influence consumer behaviour by creating value propositions that resonate with the target audience and ultimately lead to a purchase. Example : Imagine a healthy new granola bar. Consumer behaviour asks "why" people choose snacks: health benefits, convenience, or taste. Marketing (the "how") uses that knowledge. Ads might highlight energy-boosting ingredients while placing bars near gym checkouts for easy grabbing. Understanding consumer needs leads to targeted marketing that resonates and drives sales.Types of Consumer Behavior for Marketing
Marketers who want to create effective strategies and meet customer needs must understand different types of consumer behaviour. Here's a breakdown of the four main types with real-world examples:- Complex Buying Behavior:
- Dissonance-Reducing Buying Behavior:
- Habitual Buying Behavior:
- Variety-Seeking Buying Behavior:
Also Read: Consumer Behaviour Analysis
What is the Role and Importance of Consumer Behavior in Marketing?
Consumers are drawn to brands that address their needs and effectively communicate their problem-solving capabilities in real-time. Today's consumers view purchases as investments, seeking value in every transaction. As a result, brands rely heavily on understanding and integrating consumer behaviour insights into their marketing strategies. This includes determining content creation for digital platforms, storytelling through mediums like still and video content, display ads, and product line adjustments to meet consumer demands. To gather consumer data, companies utilise both online and offline channels:- Online sources have data stored in customer relationship management systems, third-party data from secure websites, insights from social media platforms, campaign data, website clickstreams, etc.
- Offline sources include contact details, loyalty programmes, email communications, and purchase histories.
What Influences Consumer Behavior?
In commerce consumer behaviour is subject to various influences, some within our control and others beyond it. While we may not be able to sway all factors, understanding the prominent influencers allows for adaptable strategies. Here are key factors impacting consumer behaviour: Marketing Campaigns : Effective marketing efforts can prompt consumers to switch brands or opt for higher-priced alternatives, especially through platforms like Facebook, which serve as reminders for routine purchases such as insurance. Economic Conditions : Economic climates significantly shape consumer behaviour, particularly for significant purchases like homes or cars. Positive economic conditions often boost consumer confidence and willingness to spend. Personal Preferences : Personal preferences, values, and morals heavily influence consumers' choices, particularly in industries like fashion or food. While advertising plays a role, personal preferences ultimately guide decisions. Group Influence : Peer pressure and social dynamics significantly influence consumer decisions, with family, friends, and social circles impacting choices such as fast food consumption or lifestyle preferences. Purchasing Power : Financial capacity is a crucial determinant of consumer behaviour, with budget considerations often preceding purchase decisions. Marketers must consider consumers' financial means to tailor offerings effectively and achieve favourable outcomes.Consumer Behaviour and Marketing FAQs
What is consumer behaviour in marketing?
Consumer behaviour in marketing examines how individuals and organisations fulfil their needs and desires by selecting, buying, utilising, and discarding goods, ideas, and services.
What is marketing and consumer behaviour theory?
Consumer behaviour theories are structured frameworks for the reasons behind people's choices regarding what to purchase, utilise, and dispose of. Understanding these theories aids marketers in comprehending consumer behaviour patterns and developing effective marketing strategies.
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