Consummer Psychology and Marketing Communication

In this way, both the individual consumer and the business customer have the same basic factors motivating their decision, but with very different reasons for doing so. By looking at the customer analysis, it is apparent how Enterprise has tailored its services to satisfy the needs of the consumers.

Marketing Communication is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Maignan, 2005). Marketing communication is all about delivering the benefits of the products to the customers in order to generate sales and profits. In Business, total marketing communication programme is called ‘Communication/Promotional Mix’

Consumers are the centre of many marketers work. While the consumer is part of the marketing environment, it is also very important to recognise and understand the more personal and specific influences effecting consumers and the nature of the decision making process they use.

Goals in the company are to find the right product for the customer’s particular needs and build a relationship with the customers

To truly understand the consumer’s needs one must listen to what the consumer wants and desires, it takes very little effort on the part of Company Q to understand the needs of its consumers. The effort we make can be the difference between a store’s success and a store going bankrupt. Insuring that Company Q's stores standout amongst its competitors in the marketplace will help give Company Q a competitive edge.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Marketing has become more and more important, especially as the purposes of marketing expanded into performing marketing researches. Through marketing researches, it is asserted that marketing starts with a real customer need. Classic marketing, has, nonetheless, focused on making the need that will draw customers, and this stresses the advertising power of marketing (Woodall 2007, p.1284). This is also called the sales concept of marketing (Woodall 2007, p.1285). An example is how advertising lures people into buying a brand, because of the

In the USA, deep advertising trends established in the cultural and economic environment of 1950. Traditional media such as radio, newspapers and magazines remained vital ads conductors during the first years of the decade, but television quickly became the cornerstone of national programs many advertisers "media. But starting from the 1950s, businesses began to see that the old ways of selling were wearing thin with customers. As competition grew tougher in most industries, organizations looked to the side of the buyer of the transaction ways to improve. What I found was an emerging philosophy suggesting that the key to marketing success is the understanding of customer needs. This most famous concept of commercial strategy proposed marketing

People think, desire and act different. Consumer psychology can be a study of costumer behavior. Market communication will involve in consumer psychology by media promoting and targeting people by the evidence collected. These articles represent that behavior that bring joy to people and creates a study of marketing based on those behaviors. Understanding consumer psychology behavior is a key to innovation to those products people desire, in a way of marketing to provide that special feature they are looking for.

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

Sales promotion is very significant tool of marketing .The purpose of sales promotion is to increase sales by instilling feeling of purchase on the spot in the mindset of customers. Behavior of customer is influenced by activities of sales promotion.The sales promotion tools affect directly on the purchase behavior of the firm’s consumers. Firms need to think the relationship between attitude and behavior of their consumers.

Marketing communications are intended to both inform and persuade a target audience, with a view to influence the behaviour of that group. The behaviour of interest to organizations can range from encouraging owners to adopt improved practices or to produce a particular product or service. As has been said on other occasions, each element of the marketing mix must be designed so as to further the overall marketing strategy, and this includes marketing communications.

Determining Objectives: Once the target audience and its characteristics are identified, the marketing communication must determine what response is sought. The ultimate response of course, is purchase. But behavior is the end result of a long process of consumer decision marking. The marketing communicator needs to know how to move the target audience from where it now stands to a higher state of readiness to buy. We will work with the “hierarchy – of – effects “models and described the six buyer – readiness states Awareness, Knowledge, liking, Preference, Conviction, and Possible, depending upon the degree of consumer involvement and the degree of brand differences.

Marketing Communications, such as advertising, can inform, persuade, remind, reassure and ultimately differentiate one product from the next.

The aim of this report is to gain an insight into how the concepts and principles of marketing and consumer psychology are applied to a certain product and aim to analyse and evaluate the application of marketing and consumer psychology concepts by a product. This report will be looking at the Cadbury’s Dairy Milk chocolate bar, a product that is known around the world; “In 1824, John Cadbury opened a grocer’s shop at 93 Bull Street, Birmingham… The Cadbury manufacturing business was born in 1831… In 1905, Cadbury Dairy Milk is launched” (Cadbury, 2015). This report will cover a range of consumer behavior theories and how these theories help Cadbury’s attract and retain consumers. It will also include a marketing mix analysis in which at least two alternative marketing models will be included.