Customer Behaviour

The aims of this assignment is to find out what I understand about Customer

Behaviour and the knowledge we have about different buying habits of customers what makes us as consumers purchase that particular product from the shops.

If you look at any product whether they are clothes, shoes, or even if they are household items like food and toiletries it normally has a story behind it to sell that product, in this case that brand.

Marketers can influence consumers to buy any product they want, they do this by using a process known as market concepts this process is used in every day life whether it is a superstore or the local corner shop selling milk and bread.

First the marketers would find out what is the purpose of the product who would

Use that particular product and why they would use that product. This would be in the research stage at the sometime they would put this product into its right segmented group, for example is that particular product used by women, or men this is than known as segmented into different sex group male and female gender.

Than the marketers would find out how they can make that product successful to

If it is an existing brand product like for example Kellogg cornflakes they would use focus groups to discuss how they can improve the product this is by modifying the product by adding new changes to it like the new cereal bars are a updated version of people eating from the bowl and it is a faster way to get to work on time without wasting time.

After the marketers have had the product re-modified and improved, that they

Would choose a geographical place where they can launch the new product, this would promote the new product at the sometime the new launch can give store owners to use price skimming tactics where customers are willing to pay more just to try that new product.

If the product is successful than that company would locate their product all over the country, a good example of this was when Cadburys launched fuse in 1998 in Birmingham than they introduced it nation wide because it had sold well in Birmingham this is known as marketing testing tactics used by many other firms.

Sometimes businesses use penetration to introduce their new product a classical

Example of this is when Sony introduced playstation 2 while play station 1 was still selling rapidly in 2001 this made it very difficult for Microsoft to compete with Sony with their Xbox console, At the sometime they decided to use price skimming on the playstation2.

Businesses like Games stores also used their tactics of using psychological power on young teens wanting to by the Xbox and Ps2 by marking the price from £300 to just only saying that its for £299.

The marketers helped ...

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Sometimes businesses use penetration to introduce their new product a classical

Businesses like Games stores also used their tactics of using psychological power on young teens wanting to by the Xbox and Ps2 by marking the price from £300 to just only saying that its for £299.

The marketers helped by influence to sell the Ps2 by making young teens use pester power on their parents to buy the console because they saw a lot of advertisements on televisions and on magazines creating that crave of having the PS2 because their friends have one so they want one to cause it is the trend to have a PS2 Console so they pester (Bug) parents to buy one for their Birthday present or Christmas present.

2.0 Customer Empowerment

Customer empowerment is what customers demand from a product and what they

Want from a particular product. Customer empowerment helps marketers and

Manufacturers know what products people want and which Product is in demand

It builds a picture of what customers are thinking of, it can Help to turn around the

Global market. The main purpose of customer empowerment is that it gives

Customers a choice to shop around and gain knowledge on different products

Retailers have to offer them, to shop around for wide variety of choice and

Purchasing that product at a cheaper price means that customers can sit at home

And use the Internet to order their product or they can use home shopping

Channels from sky digital to shop.

Sometimes displays from shops or advertisements on leaflets and word of mouth

Influences customer empowerment, for example a pair of Reebok trainers looks

Good while displayed in a catalogue or leaflets than your know they would sell

Well, if the same trainers look tatty on the shelves they would not sell that much.

Even MTV helps to sell a particular product if you see a jumper warn on your best

Singer it would influence to go out and buy the same jumper, that can empower a

Customer to.

2.1 The linkage between consumer behaviour and marketing strategy is that they both

Are essential to one another. The definition for this is given in the textbook

Consumer Behaviour A European Perspectives by Michael Solomon, Gary

Bamossy, Soren Askegaard second edition, on pg7 it says that “ Consumer

Behaviour is good businesses. A basic marketing concept states that firms

exists

Consumer needs. These can only be satisfied to the extent that marketers

Understand the people or the organisations that will use the products and

services

They offer, and that they do so better than their competitors”.

2.2 By marketers carrying out research on consumers, on why existing products are

Not selling as well as they should they can decide on how they can improve that

Product, for example in the early 80s Yo were in fashion the trend of Yo declined

To bring the Yo back, in the U.S they started improving the old Yo by turning the

Plastic cheap covers into metallic covering than the Yo firms were sponsored by

Businesses like Cadburys and Coco Cola, this gave the Yo a new look.

2.3 Another linkage between consumer and marketing strategy is when a charity

Organisation is working together to promote a service to people to come together

And help a charity out, for example many marketing organisations and firms

Love to promote them in front of the media and help organisation this helps

Them because other organisations and the public would think that particular

Businesses is a caring and loving firm, they would think if they buy products

From that firm they would donate large amount of money to the third world

Countries or people in need of help.

3.0 Conclusion

What I have found out from the linkage between Consumer behaviour and Marketing strategy is that marketers and consumers have to exchange ideas With each other to succeed improving the product, This does not mean that a consumer and Marketer meets face to face and discusses how they can improve any product existing product.

They arranging a focus group, where a group of people get together, do this

And talk about a particular product on how they can improve that product by examining its features and the usage of that product. Sometimes this can be done by

Market research when marketers might approach consumers on the street and ask them to fill in a questionnaire, they might knock door- door even use telephone to

Ask questions about that particular product and the net.

I think that it is very important for consumers and marketers to work together when

They produce a new products or improve the existing product by modifying the

Product. They need together because it is essential for consumers to have there

Particular product modified or new goods are produced because globalisation

Has taken over the world business

This has caused technology to change rapidly and the trend changes with the decade.

In this day and age the consumers are turning into “wanabes” it is the new trend, more

Consumers want to be like their favourite pop idol or like their best football players even like their friends.

As the trend changes and the age of that particular consumer they would go old and wise so they would want to buy the same product that their parents have bought, this is due to the change of their buying habits, or they have gone more wealthily that they can afford a particular car because their father had a Mercedes’ so they want a Mercedes’ so they turn brand loyal to that car brand name. In this case the product is a Mercedes’ Benz car.

Everything is happening so quickly that in this day and age Consumers are called the “ King” and marketers are influenced to keep the King happy, as a servant has to serve the king, so marketers have to stay with the trend of fashion and cope with the changes of the business to succeed in the global market.

That is why marketers work with consumers they use psychology of the brain to see what consumers want and what is in demand they do this by monitoring the buying patterns of a consumers to see demand and consumers behaviour to that particular product before they purchase that product.

In marketing strategy marketers look at consumers very closely to do this they would use primary research. Than summarise it with secondary research to conclude their ideas with finding patterns of which product is in demand, they would use economics by using supply and demand graph of trends during the last 5 years for example the Yo was in fashion in the late 80’s early 90’s they would look at what started the trend and how it spread world wide marketers would do this by looking at what consumers wants and needs to improve the Yo.

Marketers can influence consumers buy looking at what product they buy, the amount they buy. Than they would carry out an analytical report with big businesses for example Marks Spencer chain store and tell them how they can improve their sales, this done by a group of panel who work in the marketing department for example management team who would than take notes from the outsider the researcher whom would than discuss how to improve sales of existing stock.