Consumer Behavior Paper - Essay Example

On other hand, study of consumer behavior focuses on the motivation of the consumers to making various decisions strategies among different products differing in levels of significance and interest (Hawkins, Best & Coney, 2004). Study of consumer behaviors enables the customers to improve on their marketing campaigns and strategies in a way that is effective in reaching the consumers. The paper will focus on defining the term consumer behaviors and discussing the way 4Ps, product, price, promotion, and place, affect purchasing decision.

Consumer behaviors can be defined as the study of individual groups, organization and the procedures used in selection, using and disposing products, services, familiarity and ideas that can satisfy their needs and influence of procedures to consumers and society (Schiffman & Kanuk, 2007). Moreover, study of consumer behavior makes a substantial contribution to in application of techniques by marketers in the process of marketing their commodities. Relationship between consumer behavior and the subject of marketing relates to consumer behavior application in marketing strategies in order to enhance the marketing campaigns. . In this case, this gives the significance of creating a good impression to the initial customers, since they take the role of influencing the other customers.

The marketing mix, which includes the product, price, place and promotion, has a substantial impact on the decision making of a customer (Bearden, Ingram & LaForge, 2004). Price Price as one of the element relates to amount of money that a customer has to part with in order to acquire a certain good or service in the market, in fact, the price attached to commodities entails the returns to the firm due to their effort and the cost incurred in manufacturing and marketing activities. On the other hand, the consumers’ decisions are influenced by the pricing strategies of these firms since the cost of the products is passed to the consumer through these prices.

In this case, despite the pricing objective of the firms, which are derived from organizational goals, the consumer makes the decision based on his or her income. Therefore, a consumer focuses on maximizing their utility on the commodities purchased; thus, there is a certain price, which they are willing to pay for particular commodities based on their income. Moreover, the consumer has to make a choice among different alternative in order to identify the products that suites their purchasing power despite the quality of the product.

Promotion Promotion is applied by marketers as a component of the marketing mix with a purpose of creating awareness, persuading and reminding customer in a certain market about products in order to influence their feelings, convictions and behaviors. In this case, promotion offers consumer