The Consumer Behavior Problems - Essay Example

The other issue is how sensitive the customers are to the communication design that has been put in place. The other consumer behavior problem that exists is the long-term effects of the sales promotion strategies that have been put in place by a company. A manager has to come up with a strategy that will ensure that the sales promotion efforts put in place are profitable and achieve the set goals by the company.

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In the case of the first problem of increasing the sales volume of the company, a manager should analyze the previous sales levels before the sales promotions and the new sales volume achieved after the sales promotion strategies. Sales promotion aims to increase the sales volume. Therefore, if the promotions will not affect the sales volume, then it would be appropriate to scrap the sales promotions. Sales promotions are usually capital intensive, therefore, the management should ensure that the benefits outweigh the costs. That means that a high pricing strategy should be formulated to ensure that the high prices compensate for the increased costs. The sales promotions should also be tailor-made for the target market and regions that the company has not ventured in. That will ensure an increase in the market share of the company.

In the problem of the issue of the promotions being profitable as expected, a company can list down the profits against the costs of the company. The strategies formulated should be aimed at increasing profits and the market share of the company. In such a situation, the company can set a relatively higher price and aim at increasing the sales volume (Feinberg 281). The manager should ensure that efficiency is maximized to cut down on the costs of the company. Efficiency can be achieved by ensuring that the sales promotions target only the required target market and by keeping it as cheap as possible. The comparison of costs and profits can be done by the company formulating a budget that will be used to determine any variances that occur.

The other issue is the sensitivity of the customers toward sales promotions. The management should strive to establish the likes and dislikes of the target market. That will help in ensuring that the right marketing channel is used and that will reduce the costs of the company. That will require market research to ensure that the sales promotion strategy put in place is suitable for the consumers that are targeted by the company (Feinberg 286). An example of this can be done by the company coming up with a feedback system that can be used to rate the services offered by the company.

The other consumer behavior problem is the effect of long-term sales promotion. The sales promotion strategy that is put in place should have a lasting effect and that will ensure that the company enjoys the benefits of the promotion for a long duration. Read More