The Contributions of Consumer Behaviours to Marketing Effectiveness and a Marketing Manager

1178 Words5 Pages
BY: EZEIGBO UZOMA

THE CONTRIBUTIONS OF CONSUMER BEHAVIOURS TO MARKETING EFFECTIVENESS AND A MARKETING MANAGER.
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups.
The study of consumer behavior helps firms and organizations improve their marketing effectiveness and strategies by understanding issues such as how:
• The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);
• The psychology of how the consumer is influenced by his or her
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For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices.
By understanding how the consumer goes about searching for information will help the marketing manager develop an effective promotional strategy, and select which sources of information are more effective for the brand.
Using alternative evaluation, the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer 's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional psychological

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