Consumer behaviors
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Consumers often show interest in particular products or services and their willingness to purchase it; however, before purchase, a consumer undergoes several stages that define why they choose that specific product, known as consumer behavior. It ranges from psychological, economic, social, a particular action, or even motivation. Generally, consumer behaviors define how consumers feel about different types of brands and services and how they think and select between the alternatives. It further explains how these behaviors are affected by their environment and how brand marketing directly influences consumers to purchase it.
Consumer behaviors are challenging to predict; they are influenced by demographics, including personal interests that comprise age, habits, opinions, social role, and status. Every consumer will have an opinion on a specific marketing campaign depending on their needs, attitudes, perception, and ability to understand information. Social class, income, social media, family, and friends to the level of education affect consumer behaviors. Individual needs are biological, while others are psychological. When the desire to acquire this need is intense, then a consumer is inclined to seek satisfaction.
Marketers encounter many challenges in understanding purchasing and consumption behavior as consumers may often change their preferred products due to their budget. While some decide to purchase maybe impromptu like impulse buying or day to day purchases, also termed as low-involvement, others involve extensive research and comparison between other brands of the same products, termed high involvement. Low involvement products do not carry a high economic, unlike high involvement products that require planning as they are often expensive.
As in the videos, consumers’ decision to purchase products occurs in real-time and are affected by other stimuli, including events happening, socially, economically, culturally, or politically and consumer situational conditions. Organizations use the marketing stimuli to carry out advertisements for their products until they are commercially accepted. When the decision to purchase involves more than one person, the process to decided became long as each individual may have different preferences regarding the product.
A consumer decides to purchase a product when the need arises. The desire for demand drives the whole decision process. The desire for the demand can be motivated by physiological needs, safety needs, self-esteem for those looking to find social-status, need for personal growth, and a sense of belonging. Consumers research on then product for risk assessment; this information is often obtained through commercial sources like promotional campaigns, advertisements, or salespersons; also trough personal references from friends and family, public platforms like television, radio, and magazines.
The consumer then weigh information acquired to compare alternative brands in the market by reading reviews, comparing price and quality to obtain the best value and one that will satisfy their need. When the consumer is satisfied with their product expectations after comparing it to the information they acquired, they then purchase the product.
Organizations conduct surveys on consumer behaviors through social media, open-air questions, hosting groups of people to share opinions of alternative brands, accessing sales reports from stores that stock and sell their products to enable then to know the peaks and off peaks of their products. In turn, these surveys are used to the market; hence organizations can work on target marketing strategies that effective and quick to reach potential clients, therefore generating business.
As in the video, consumers are attracted to certain products because various reasons are also related to the marketing of products. Packaging and branding involve a sign or a logo, information, and name that helps the consumer identify the product making its marketable, labeling, and tangible attributes like design and quality. However, the product can be classified into actual products, intangible products like banking, industrial products used in businesses like machinery, items for personal consumptions like clothes; on the other hand, consumer services could also include educational institutions.
In the videos, consumer behaviors extensively control marketing strategies depending on the type of business. Organizations rely on advertisements to create brand awareness for their consumers as they an efficient way for consumers to locate products they require. Branding and memorable advertising creates a lasting relationship with consumers, regardless of changing consumer behavior. Organizations should strive to make their advertisements unique and eye-catching as consumers watch advertisements and evaluate how that product improves their lives. Understanding consumer behaviors helps build better ads that engage the consumer and are repetitive enough to pop in the consumer’s head anytime.
Products that are easy to use and offer solutions to the consumers’ needs and problems are characterized as successful products. Further, this product must be durable with an attractive visual design, provide the best user experience, and offer pricing in conjunction with the product’s quality; this promotes consumer loyalty to the product. However, consumers may purchase other products similar to their chronic or in case of new products. As in the video, consumers can adapt to an entirely new product at the expense of another; this occurs due to day to day purchasing, convenience, or presentation.