Marketing trend (Importance of brand identity) - Assignment Example

Marketing Trend (Importance of Brand Identity) Marketing Trend (Importance of Brand Identity) In a globally expanding market, corporations are keen to capitalise on the growing market in the form of consumers. Consumers are growing and their diverse choices enable corporations to get whatever they want. After all, satisfaction among consumers is among the core concepts of getting into business. The factors that affect decision making among consumers should not be a cause for worry among companies.

They should be capable of changing with these factors in order to satisfy the growing need of their clients. Marketing brands are there for the purpose of creating loyalty among consumers. These brands tend to fill the market, and consumers become aware of their presence (Higham, 2009). They, therefore, tend to become loyal to familiar brands. This paper will examine the effect marketing trends have on external factors of consumer decision making, and the impact of such trends on a consumer’s buying process.

Marketing trend and its impact on factors of consumer decision-making Marketing is happening all around the world. It affects the daily decision-making processes of consumers. Some of the external factors are affected by marketing since it is the marketer’s job to try and influence purchasing decisions among consumers. These factors rely solely on the external environment, and what other people perceive of products and their brands. One such factor that affects decision-making is the culture that surrounds every individual (Higham, 2009).

One cannot ignore the fact that where people spend most of their time can largely affect purchasing decisions. Despite the marketing trends, people can choose to remain indifferent to some of the products in the market. This may be due to the perception created by their peers. Reference groups, as one might call them, can influence purchasing decisions made on a daily basis (Higham, 2009). Marketing trends are usually out to loosen the cultural hold these perceptions have on consumers. In doing so, consumers are likely to adopt new and different thoughts about the products sold.

How the trend influences the consumer buying process After realising the market opportunities, marketers are often keen to tell consumers what they want to hear. They traverse the market and give consumers the attention they need. Some of the buying processes are affected by the presence of internal factors. These include the purchase situations that exist among products, and the attitude towards a product. These are often changed and manipulated to suit the immediate environment by marketers when trying to market their products (Higham, 2009).

The steps affected most by the trends include perception. Consumers begin to view the product differently, and want to know more about it. The effect this has is that products are assured of selling, and sales hike after some time. The marketing trends are crucial in ensuring people listen to what is on offer, and make the intention of purchasing the products. This impact is vital since every business is keen on making a profit from marketing (Higham, 2009). In conclusion, to best understand marketing trends, one needs to understand consumer behaviour (Higham, 2009).

It is a pivotal point in ensuring any business stays at the top of the food chain when competing with other business enterprises. ReferenceHigham, W. (2009). The next big thing: Spotting and forecasting consumer trends for profit. New York: Bantam Books.