Marketing And Consumer 's Purchase Behavior

The first P that the paper will address is Product. Professionals, researchers, and students of marketing must understand the importance of crafting the right product to satisfy the needs of the intended consumer. This P has a lot to do with the product, from design to production to distribution. This P also has a great deal to do with the consumer. Professionals and organizations of marketing must know the target consumer very well. When the marketing professional or marketing firms has an extremely clear concept of the intended consumer, they will be in a strategically stronger position to introduce a new product or service. (Ehmke et al, 2005)

Ever since companies began manufacturing their products in large quantities, they have needed to convince consumers to buy the product. Before WWI, most consumers were happy to purchase a manufactured product because it was cheaper and convenient. However, as more companies began offering more and more goods, businesses needed to stand out from the crowd in order to make a sale. Over time, Marketing has changed and evolved to become an integrated function of many companies today.

These ‘4ps’ are four decision areas and form a major aspect of marketing and these principles are controllable variables, which have to be carefully managed and must meet the needs of the defined target group. How these variables connect to the target market is demonstrated in Figure 1. The ‘4ps’ are often extended to the ‘7ps’ that incorporates, physical evidence, people and process.

Marketers closely examine the behaviours of consumers to understand what motivates an individual to purchase a particular product.

They carefully choose images and scenes that will have their products produce the best outcomes. They also pick certain words or popular songs that will provoke emotions. Each of these tactics have an intense affect in its ability to imbed the advertiser’s messages in peoples’ brains, their subconscious minds. For that reasons, certain techniques, such as brainwashing, in advertising compel a person’s brain to make them believe they need a specific product from a specific

When one thinks of marketing, they tend to think it as simply selling stuff to people, but marketing as a profession is so much more intricate. The most provoking thing about marketing is the underlying psychological tactics companies use to entice people to buy their product or service, as useless as it may be. Yes, it sounds somewhat maniacal, but rest assured, there are no crazy hypnotic schemes, just simply observing human behavior. The main psychological concepts relevant in marketing are the availability heuristic, the paradox of choice, conformity, group behavior, and reciprocity. Any good marketer will take advantage of these psychological concepts to get their product or service sold.

Product, Price, Place and Promotion also commonly known as the 4P’s are the major factors or tools with which a firm or an organisation operates in the market by offering a superior value proposition to its clients and customers and thus earning value back from them in return to achieve the objectives of its shareholders. These 4P’s are combined together to form the marketing mix of a firm.

The four Ps approach to marketing has been captured as the traditional approach to marketing.

During the twentieth century, the United States adopted industrialization, which resulted in mass production of different products. The increased number of products made the companies find new ways to make consumers increase their buying capacities. This fact compelled the advertisers in the United States to come up with a sense of arousing the desires of consumers to purchase the products. Nowadays, marketing in the United States has also involved the use of a technique of targeting a certain group so as to enhance their buying interests (Sivulka, 2012). The tools through which the general information about a product launch is conveyed to the common people are known as commercials and the process is called the commercialisation. The

5) The four P’s is a way to target possible customers with diverse basic needs. Products are a type of marketing mix of goods and services which are relatively available to the consumer. Also, it contains the basic qualifications such as product branding and benefits. Place is ensuring the correct

In a world where every e-mail, every petition and every event we plan competes against other persuasive needs, the skill of persuasion is crucial. Obviously, you may google persuasion” that is “and examine for hours. Just how do you know which to toss and which advice to take?. Believe it or not, concepts of persuasion remain constant. The recognized expert in marketing and effect is John Cialdini, whose Influence: The Psychology of Marketing, ground breaking work, retains a copyright date of 1984. (Budzowski, 2012)

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.

Marketing plays a key role in today’s business activities which direct the flow of goods and services from the producer. Marketing is also involving the consumer wants and desires. If we have to start analyzing the market flow, we should understand the notion of product and consumer. Market producers should understand the consumer needs and desires and they must analyze before developing a product. Marketing mainly refers many steps like pricing strategies to produce according to the consumer needs and exchanges with the target market. The four P’s according to marketing are

If you watch thirty hours of TV per week, you will view roughly 37,822 commercials per year and 100 ads per day. In addition, you will see another 100 to 300 ads every day through other forms of media (Foothill College, nd). _ In modern day, marketers and advertisers use a variety of sensory techniques that cause us to remember and react to a constant barrage of information all around us. When engaging with advertisement stimuli, respondents react not only emotionally, but also to the informational component of a commercial’s message. Information transmission to large-scale audiences utilizes sensory stimuli in ways that alter the chemistry of the brain, driving towards control of an individual’s emotions, and subsequent consumer

1. Consumers are often` confronted with incomplete information. How do consumers deal with incomplete information for (a) attribute values (b) brands? (give examples)