Store Location and Customer Behavior - Essay Example

? MARKETING Introduction Erich Fromm suggests that the producer creates consumer wishes and consumer behavior is increasingly crucial in any marketing strategy. This paper will define and discuss consumer behavior, marketing strategy, and show how producers manufacture consumer wishes through various marketing strategies. Discussion Consumer behavior is the study of people, teams or organizations and the procedures that they employ in selecting, securing, using and disposing goods, services, experiences, opinions, views and ideals to meet consumer needs and the effects that such procedures have on consumers and their beliefs1. A marketing strategy is the means that the producer uses to focus and identify various ways he can influence the decision of his customers to purchase his products. The marketing concept to be used should satisfy consumer needs and help the producer to achieve in increasingly competitive markets. To achieve competitive advantage, in an increasingly competitive market place, the producer should establish an effective market strategy that will influence consumer wishes and win them into his side. Erich claims that the manufacturing of various products factors in behavior and wishes of buyers because the producer wishes to influence and change buyers’ interests in production. This statement raises ethical concerns about whether marketing is ethically professional; this is because producers aim to manipulate consumer behaviors in various ways of marketing. Producers manufacture consumer behavior in various ways for instance, through packaging. Producers package their products in a way to attract attention of the buyers to a certain brand, promote its image, and influence the perception of buyers about the brand2. Packaging can as well impart unique value to brands, and act as a differentiation tool – for instance, aid buyers select the brand from various same brands, stimulate buyers purchasing behavior. Producers use various packaging aspects such as packaging color, material, wrapper design, background image, creativity and printed information to tailor consumer wishes. Packaging color attracts buyers’ attention through its attractiveness, while packaging materials prevents brand loss as high quality materials attracts more buyers. For instance, some water production companies’ offers a clear packaging; in fact, these packaging uses pale blue bottles and a plastic seal at the middle of its lid. Apparently, use of pale blue on the bottle is an indication of water purity. Moreover, the packaging entails a vivid logo; for example, mountains, and brand names aimed at representing the nature of the product offered to consumers3. Packaging and branding information assist in the process of building brand reputation and customers’ appeal; in fact, it serves as an indication that the brand is fit for human health and consumption. They also indicate the quality, purity, and safety of the brand creating a strong competitive advantage over competitor brands. The design of the wrapper attracts consumer wishes, for instance, children prefer wrappers that are more sensitive. Therefore, packaging plays a critical function in marketing communication; thus, could be considered as a critical way of manufacturing consumer wishes to demand and buy product. Producers use their company reputation to tailor consumer wishes. Experts agree that every business, despite its competitiveness, trivial, or outsized, they chiefly rely on repute for triumph, survival, and customer satisfaction. Customers, personnel, vendors, financiers, communication networks, and monitors may have an elemental outcome. They all have essential perceptions regarding other businesses they interrelate with on a daily basis. These perceptions extensively influence their decisions on their interests to purchase from, work with, and market or support these companies. Therefore, producers strove to offer an effectual, responsive customer service, which is vital to product promotion and edifice of well-built and dependable customer foundation. Image of producer is as valuable as its customer value, and the experience that clients have with an organization, and what information they hear from colleagues and family shape their view of the producer and their tendency to purchase from him. Therefore, producers strive to understand and improve clients experience with their products and overall business transactions and services, and streamline its resources without compromising its essentials. Some producers also strive to uphold necessary contact with customers regularly; in fact, they update customers using freebies and service information. Moreover, they also make sure that customers are satisfied, because customers’ disposition and discernment really matters in any business dealings. For example, if a producer is in service of healthcare, they strive to comprehend customers by dealing with their poignant aspects such as prescription and sickness4. Consequently, they try to provide services to their consumers with emotional hold up using empathy scope to inspire, influence their wishes, and retain patients. A strategy of marketing is fundamental for producers to promote and sell their organization’s brands. Marketing concepts or structuring a business around prolific contentment based on customer’s expectations assists producers accomplish success through amplified growth and comparatively competitive markets and meet customers’ wishes. On the other hand, to attain victory in markets, economic opulence has to be balanced and where there are many competitors, and this calls for the utilization of extensive marketing strategy. The mechanism focuses on brand productivity and the expected competitors’ strategies and efforts in the marketplace and helps producers meet consumer demands to favor their productions. For most producers and manufactures sales promotion, the marketing strategy will consist of packaging, pricing, supply, and branding; in fact, branding is expansively imperative for goods marketing. In some goods such as water products, marketers and producers can replica brands and accomplish characteristics or value, but competitors can eliminate such elements are easily attained. The important facet that segregates various goods is the brand; in fact, the water source provides a far-reaching foundation for demarcation. Therefore, focusing on the culture of the brand, source uniqueness promotes the product and manipulates buyers’ purchasing decisions. Creation of advertisements and brand labels should focus on principal advantages that customers seek. Marketers argue that customers looking for a good brand image while buying focus on well-packaged products, thus, designing labels that designate brand, purity of brand and basis will endorse product retailing. Distribution strategy is another key marketing strategy that producers use to promote and manufacture consumer wishes and demands. Supply features the entire procedure of shifting brand from producers to end consumers; in fact, this involves a distribution channel form, which completely relies on the source and market expansion5. The valuable means of persuading consumer judgment is to examine product competitors to ascertain their distribution channels, and fix on whether to alter the same channels, or use alternative channels to provide a strategic advantage to the company or producer. For example, some producers use a direct sale to customers, which is increasingly effective to promote the brand. Similarly, integrating brand into unique equipment and producers’ sales of their goods assists in the distribution process and building the brand image. Conversely, utilization of producer representative’s assists in dissemination of products. Intermediaries attain these products from manufactures; resell them to retailers, associated agents, who further break the bulk for further distribution. With the strategy of distribution developed, some producers form an effective promotion strategy to tailor consumer demands for their products. This promotion mechanism is a essential type of monitored communication supply designed to advertise the brand6. The promotion mechanism entails of marketing mechanisms utilized in communication effort, for instance, businesses are publicity their brand using a range of media outlets such as radio, TV channels, and other social media networks and online outlets such as Facebook, blogs, and others. Promoting products is critical to assist product supply and sales; this may comprise a plan of synchronized endorsement procedures such as exceptional sales, awards, sales campaigns among others. Some producers pack their products in a variety of lesser and superior packs to guarantee ease of use and affordability to all potential customers. The pricing strategy is essential since it gives customers brand awareness and as a frivolous and accepted brand, some producers price their products at a premium – moderately cheap and moderately expensive; this point out the affordability of commodities to all customers. In this case, the public can purchase these products, despite the economic status, and it offers the organization a competitive advantage over other companies with similar brands, since it is more attractive compared to other brands7. Brand placement and accessibility are crucial. Some producer makes their products available among numerous expediency retails outlets (both local and international markets) in bulky along with individual packs and this helps them influence consumer demands and purchasing behavior. Conclusion Customer behavior and wishes are met by the producers through an effectual marketing strategy, which is critical to facilitate growth of the brand, which will be attractive to customers and uphold the competitive progress of the business. Bearing in mind fundamentals of market mix and assessing exceptionality of the brand facilitate development of a well-built marketing strategy, which endorses brand value, and attract more customers’ producers control and manipulate. Bibliography Gruen, Claude, and Nina J. Gruen. Store Location and Customer Behavior; A Behavioral Research Approach to Optimum Store Location. [Washington]:Urban Land Institute, 2006. Krishna, Aradhna. Customer Sense: How the 5 Senses Influence Buying Behavior. New York, NY: Palgrave Macmillan, 2013. Lowenstein, Michael W. One Customer, Divisible: Linking Customer Insight to Loyalty and Advocacy Behavior. Mason, Ohio: Texere/Thomson, 2005. Marder, Eric. The Laws of Choice: Predicting Customer Behavior. New York: Free Press, 1997. Roos, Inger. Customer Switching Behavior in Retailing. Helsingfors: Swedish School of Economics and Business Administration, 1998. Sheth, Jagdish N., Banwari Mittal, and Bruce I. Newman. Customer Behavior: Consumer Behavior & Beyond. Fort Worth, TX: Dryden Press, 1999. Sheth, Jagdish N., and Banwari Mittal. Customer Behavior: A Managerial Perspective. Mason, Ohio: Thomson/South-Western, 2004. Weinstein, Art. Market Segmentation: Using Demographics, Psychographics, and Other Niche Marketing Techniques to Predict and Model Customer Behavior. Chicago, Ill: Probus Pub. Co, 1994. Read More