Consumer behaviour - Essay Example

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Consumer Behaviour Marketing is the art of communicating the value of products to consumers to influence their choices. Primary and secondary research strategies are essential for understanding the psychology of consumers and how their immediate surroundings influence behaviour…
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Download file to see previous pages The essay below discusses the role of marketing in enhancing consumer motivation through application of consumer behaviour models. Marketing links the societal product requirements to the economic responsive strategies. Marketing can be viewed as an organisational function that creates, delivers and communicates value to consumers while managing customer relationships in strategies that are beneficial to the organisation. Most marketing strategies are geared towards understanding the consumer behaviour and providing superior customer value. Consumer behaviour is defined as the buying culture of consumers. Consumer behaviour is affected both intrinsic and extrinsic factors such as perception, the self, motivation, learning and memory, attitudes, group influence and culture. According to Solomon et al (2006: 6), consumer behaviour involves focus on the processes involved when individuals choose, buy, use and dispose products, or services to satisfy their needs or desires. Marketing is a chain of various market components that are interconnected. The components supplements and overlap with each other. Effective marketing entails taking into account the consumer opinion and behaviour that enables manufacturing of goods that suits their needs. Marketers should be able to discern what prompts a consumer to act and what stops them from purchasing products. The aim of studying consumer behaviour is to understand the buyer and make a customer out of them. The study focuses on the processes used to choose, secure, apply and dispose products, experiences, services and ideas in a bid to satisfy consumer needs. The problem remains pertinent even with the modern efforts geared towards improving the motivating aspect of marketing strategies. The buyer is a highly complex entity in the discussions involving consumer behaviour and motivation; their needs are innumerable. Some of the needs are latent, manifest or highly dominant. The marketer should understand that consumers have their own ideas on the mechanisms applied in realising needs and desires. Understanding the need-structure and priorities of the buyer will require the marketer to develop a market relationship with the consumer. Consumer behaviour is applied in the formulation of the marketing strategy, public regulations and social marketing. Focus on consumer behaviour leads to the establishment of improved marketing strategies aimed at improving the worth of marketing campaigns and attracting new consumers (Biernat and Sesko, 2012: 138-143). Marketing managers should take into account the psychological aspects of the consumers in identifying the most perfect time for conducting marketing operations in relation to their perceptions on time. Few consumers accept products when newly introduced in the market but they later embrace their use as they penetrate deeper into the markets. This implies that organisations should be well financed to ensure that their products stay afloat when newly introduced in the markets. Focus on few numbers of consumers enables them to understand consumer behaviour which they can harness in influencing high numbers of consumers. Marketing strategies such as social marketing does not only aim at promoting products but also enables the companies become acquainted with consumer behavioural peculiarities and apply them in production. Motivation compels individuals to action. It can be defined as the stimulation of any desire or emotion that occurs in response to a consumer’ ...Download file to see next pagesRead More
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