The Prediction of Product Advertisement by Marketers in Saudi Arabia and Canada - Research Paper Example

Consumer Behavior Task Introduction It is crucial for marketers in Saudi Arabia and Canada to know the trend of consumer actionson their products before conducting any business activity in an area. The marketers learn the behavior patterns of their consumers to gratify their needs and wants. Consumer behavior patterns are crucial as it helps the marketer to discover the methods to apply in the operation of the business. The methods applied by the marketers entice the consumer’s perception regarding a product. Consumer behavior patterns refer to all the activities that individuals experience in the purchase for a product. The activities may include where and how people purchase commodities. The purchaser plays both the role of a user, financier and buyer of a product. This unit examines the comparison and distinction between consumer behavior models in Canada and Saudi Arabia and tries to answer if universal consumer behaviors are present in all cultures. 1. Executive Summary Consumer behavior models are vastly used in the prediction of product advertisement by marketers in Saudi Arabia and Canada. Consumer behavior techniques help marketers in manipulating the attitudes of a consumer in purchasing a product in both countries. The objective for this paper is to analyze evaluate and contrast the consumer behavior and Canada. Cooperate credibility plays a crucial role in the influencing of consumer behavior models in Saudi Arabia. Secondly, Advertisement has a force in the consumer behavior models in Saudi Arabia. Saudi Arabia is recognized to be the chief advertising market in the Middle East, and this is exceedingly depicted in its consumer behavior. Lastly, Literature assessment also influences the consumer behavior in Saudi Arabia, since it influences how consumer behavior like attitude towards a product. Internet economy plays a crucial function in pressuring the consumer behavior models in Canada. The internet economy is responsible for the lag or development in the consumer behavior models in the country like in the online retail transaction. The lag in Canada may be closed by a better internet economy like the Google, since Canadians will be able to market their products online. The negative slope noticed in the consumer behavior model, in Canada, may be as a result of the reluctant nature of the small and medium scale businesses. The consumer behavior model in Canada can be changed if their government creates incentives like the internet economy to impersonation. Cultural Consumer Behavior Model amid Canada & Saudi Arabia Saudi’s population is a highly sociable and interact able population. The majority of the locals like women adhere to the religious rules. Their religious behavior tends to guide their consumer behavior models. A Saudi is limited into using certain products because of the spiritual rules. Dressing may influence the behavioral tendencies of a consumer towards a product, since there are rules governing the code of dressing in Saudi Arabia (Joseph & Najmabadi, 2006). An example is that, in Saudi Arabia, women are not permitted to put on various dresses and be seen by the public. The educational background is a key factor in influencing the consumer behavioral tendencies in Saudi Arabia, and consumers are immensely influenced by their educational background. Learning the Canadian way of life is perhaps the most crucial element that a marketer has to learn in comprehending the nature of the consumer behavior in Canada. Public displays are not accepted, and a marketer trying to entice a consumer into buying a product will fail in the effort of convincing the consumer to purchase the commodity. Dressing factor is also a crucial factor to understanding, and influencing the consumer behavior tendencies ion Canada. There is a universal consumer behavior present in both nations as the consumers intentions are influenced by the prevailing conditions they find themselves. 2. Situational Analysis Consumer Behavior in Canada and Saudi Arabia The consumer behavior in Canada and Saudi Arabia are affected by multiple key consumer matters that influence the consumer purchasing power of a product. The consumer conduct analysis combines various concepts of consumer study and behavioral analysis of a product. Situational analysis deals with the understanding of consumer conduct to the modern society. It describes the behavior within the market segment in which the marketer or consumers are centered. Situational analysis analyses the firm’s and consumer’s purchase trends. Situational analysis can be subdivided into key subjections of microenvironment situation, market situation, competitive situation; product situation and distribution situation (ODougherty, 2007). Microenvironment Situation This section of the situational analysis presents in sequence on the tendency of the pressures that force on the firm like the economic and technological factors. The microenvironment situation influences the consumer behavior towards a product in Canada, and Saudi Arabia as the consumer tends to make their choices as per the existing souk pressures like the prices of commodities at a time. New technological trends may positively influence the consumer’s behavioral habit towards a product due to taste and preference issues. Market Situation It focuses on the size of the market that the consumer and the marketers are interacting within. Consumers in Canada and Saudi Arabia use the market situation in pressuring their choice of a product. Market analysis takes into contemplation the growth trends within the consumer towards a product, and the key elements that are majorly concentrated on by the consumers. The market size may influence the consumer’s purchasing ability of a product, since consumers may prefer a bigger to a smaller market. Competitive Situation Market analysis puts thoughtful effort in describing leading competitors in a market segment. The competitors are described according to how they run activities like their ways of spending and product quality comparisons. Consumers in Canada and Saudi Arabia make their choices of products purchase in relation to the prevailing market section and competition surrounding the acquisition of a product. Product Situation An excellent market analysis takes into deliberation the product situation in advising the marketers, consumers and manufacturers of a product. Consumers in Canada and Saudi Arabia are largely influenced by the prevailing product situation of the product they intend to purchase. It takes into contemplation such issues like prices and the profits that a company accrues. Distribution Situation The focus of market analysis is to provide information on trends of distributions channels, and how they influence consumer’s behavior towards a commodity. The consumer behavior is affected by the ease of use of substitutes, brand allegiance, price relative to income, Luxury versus necessity and the importance of purchase (Solomon, 2011). 1 Demand of a product is expandable when there is the availability of alternates. The Canadian and Arabian consumer behavior towards a product is influenced by the availability substitutes of the given products. Consumers are easily influenced to acquire a commodity if there is no replacement for the merchandise in the market. 2 Brand allegiance profoundly influences the consumer behavior as customers of a product always maintain their allegiance to a brand, and accepts no substitute of the product. There are diverse categories of product brands and substitute in the market. Brand market creates an allegiance towards a commodity that causes an imbalance in the demand curvature of a commodity. The result of brand allegiance in a product is that there will be a delay of time to both the consumer of a product. 3 Changes in price and income level affect the buyer’s conduct towards a product. Changes in price alone negatively affects the consumer behavior models towards a product as the consumers will shift their attention to a substitute. A proportional increase in price and income of a product leads to suppleness of claim creating room for both the consumer and marketers to trade their products. 4 Consumer behavior on commodities satisfaction can be categorized either as basic needs or secondary needs. Consumer behavior will be influenced in acquiring a necessity product before a luxury product, since the satisfaction of the necessity will be demanding than the satisfaction of a luxurious product. 5 Urgency of buying affects the consumer feelings towards a product. The change in behavior is motivated by the fact that clients are always ready to give more for the products they seriously need, but pay less for the products whose satisfaction can be held for a time. 3. Recommendation Marketing strategy is the process where a business a limits the usage of its resources, and only use them when chances arises leading to an increase in their sales of their product. In addressing issues of purchaser behavior experienced in Canada and Saudi Arabia, marketing strategies that will lead to changing of the consumer’s behavior models are preferred. Recommendations can be based on marketing policy like the SWOT analysis of the consumer behavior models. SWOT scrutiny can be described as the ‘strengths’, ‘weaknesses’, ‘opportunities’ and ‘threats’. SWOT scrutiny is a review tool used in checking the overall business position and its surroundings. Putting across recommendations based on the consumer conduct requires a complete analysis of the consumer environment in-relation to the product in question. Recommendations of the key consumer issue affecting consumer behavior include analyzing SWOT (Quester, 2008). Strength This refers to the qualities that give one an upper hand in accomplishing a task. Strength refers to the areas where a person is well experienced or has knowledge. It manipulates the consumer’s behavior, since consumers use what they know of a product in making a purchase of the product. The knowledge possessed by the consumer manipulates their purchasing routine of a product. Strength influence the consumer’s conduct model positively as the consumer uses the information he has on a product in making a choice. Weaknesses They refer to the quality that hinders one from accomplishing a given task. Weaknesses are reflected in the consumer behavior as they make the wrong decision when purchasing products. The weaknesses can be as a result of lack of information concerning a product or poor choice making by an individual. Opportunities They arise when an individual makes an excellent use of the situation he/she is in to maximize on the profit sales of the business. Opportunities significantly altering the consumer behavior tendency towards a product, since the consumer always advocates for quality, and is easily influenced during favorable situations to make quick decisions regarding the products to use. Threats Threats occur when the external conditions put at risk dependability, and profitability of a firm. Threats can not be proscribed as they happen unexpectedly. Threats influence the consumer behavior as consumers are either negatively or positively prejudiced depending on the condition of the environment (Fine, 2009). The tactical approach to consumer behavior models is to understand the consumer behavior model in the two countries. Accepting the consumer behavior habits leads to an improvement in the modification of a product to fit the consumer preferences. Understanding a consumer’s behavior entails influencing of the consumer behavior; maintain the behavior and being considerate on the consumer behaviors (Solomon & Washington Post Writers Group, 1993). Maintaining the Consumer Behavior Several companies compete for having a solid reputation for their customers. Maintaining a buyer conducts entails having a devotion programs to the constant customer of the firm. This influences the consumer behavior to prefer areas where they are positively rewarded for their loyalty in purchasing of products. Influencing a consumer’s buying tendency of products requires uniqueness and extremism. Uniqueness and extremism are vital in winning the consumers attitude towards a product (Kern, 2001). Considerations Considerations have to be taken in an attempt to influence the consumer’s behavior models. Explanation must be made to the consumer to help convince them on the best product to purchase. There are various recommendations that can be made regarding the consumer behavior tendencies of products. They are; 1 Consumer behavior towards alternate availability in Canada and Saudi Arabia can be corrected by limiting the available substitutes from reaching the market. In an attempt to promote the sale of a product, the government of Canada and Saudi Arabia may put sanctions on the available substitutes of the product to limit the consumer’s choice of the product to purchase. 2 This issue of the influence of brand allegiance of consumers in Canada and Saudi Arabia can be corrected by offering the same quality of different product brands. The different consumer brands serve to satisfy the same consumer needs. The marketer may decide to control their commodity to do way with the brand allegiance of products. 3 The government can introduce recommendations like introducing price controls to limit the prices of commodities from shifting drastically. The recommendations help to keep watch of the consumer behavior in Canada and Saudi Arabia. 4 Improving on the consumer behavior models in Canada and Saudi Arabia require sound strategies on the side of the marketer like offering proper convincing solutions to the consumer. The marketer or producers can advice the consumer on the importance to balance on his purchase of both luxuries versus necessity products (Solomon, Russell-Bennett & Previte, 2009). Conclusion Conclusively, the consumer behavior trends in Canada and Saudi Arabia is influenced a lot by the prevailing market environment and situations at an environment. Studying consumer behavior helps marketers understand various subjects like the thinking capacity of a consumer towards a product, and the motivational strategies that marketers can apply in convincing the purchasing tendency of a buyer. Marketing stratagems are practical in consumer behavior by marketers by ensuring that they are well financed. The financial stability enables them to afloat to become thriving in their commerce ventures. Saudi Arabia is experiencing a multiethnic consumer behavior in the purchases of their products as is witnessed by the massive infrastructure development in the region. The growing trend in the culture is generating new opportunities for marketers in both the Canadian and Arabian markets. References Fine, L. G. (2009). The SWOT analysis: Using your strength to overcome weaknesses, using opportunities to overcome threats. S.l.: Kick It. Joseph, S., & Najmabadi, A. (2006). Encyclopedia of women & Islamic cultures: Vol. 3. Leiden: Brill. Kern, R. (2001). S.U.R.E.-fire direct response marketing: Generating business-to-business sales leads for bottom-line success. New York: McGraw-Hall. ODougherty, D. (2007). Consumer behaviour. Cape Town: Pearson Education South Africa. Quester, P. (2008). Consumer behaviour: Implications for marketing strategy. Boston [u.a.: McGraw-Hill. Solomon, M. R. (2011). Consumer behavior: Buying, having, and being. Upper Saddle River, N.J: Prentice Hall. Solomon, M. R., Russell-Bennett, R., & Previte, J. (2009). Consumer behaviour: Buying, having, selling. Frenchs Forest, N.S.W: Pearson Education Australi Solomon, M. R., & Washington Post Writers Group. (1993). Buying, having, and being: The Washington Post consumer behavior companion. Boston: Allyn and Bacon. Read More

 

Read More