How Does Consumer Behaviour Determine Marketing Strategies That Compan Term Paper

Essays on How Does Consumer Behaviour Determine Marketing Strategies That Companies Implement in the Market Term Paper The paper â€Å"How Does Consumer Behaviour Determine Marketing Strategies That Companies Implement in the Market?† is an exciting variant of term paper on marketing. Consumer Behaviour is a process through which a consumer goes through before making a decision of purchasing a product or a service for his or her end-use. A consumer is someone who purchases products or services for his or her personal consumption from the market. Consumer interest is, therefore, the ability and willingness of consumers to purchase goods and services in accordance with their need, taste and their financial position (East, Wright Vabhuela, 2008).Individuals purchase products and services because they need them, for social status or for gift purpose. On the other hand, they don’t purchase because it’s not a requirement, it’s not within their taste or because they cannot afford (East, Wright Vabhuela, 2008). Other consumers purchase depending on the time some make a purchase during festive seasons, others during birthdays’, during anniversaries and others at marriage or any other special occasion. Therefore there are several factors that influence consumer buying decisions ranging from social, psychological, and economic factors. Consumer Behaviour thus explains why and why not decisions of consumers while buying goods and services, when decisions of consumers while buying the products and finally how these consumers decide to purchase the products. For these reasons, Consumer Behaviour determines marketing strategies that a firm employs in its marketing mix for product positioning (East, Wright Vabhuela, 2008).Marketing AnalysisUnderstanding of 4Cs results in better market analysis. This involves an understanding of prevailing conditions, consumer, company and competition (East, Wright Vabhuela, 2008). The main objective of any company is to provide greater value to its customers. To achieve this learning of consumer Behaviour is key in determ ining their needs, what they value for the company to concentrate on offering these needs better than its competitors in prevailing physical, economical and technological environmental conditions. Therefore anyone involved in the physical role of assessing, obtaining, using or disposing of products or services is a consumer (Michman Mazze, 2006).On the other hand, a customer is someone who makes the actual purchase of a product or a service from a specific firm. He is defined by a particular firm or a product. However, the consumer not only emphasizes on the actual customer but also the users of the product. For instance, specific products are purchased by specific members of the family. Therefore varied consumer Behaviour roles are played by various family members. Marketers are required to keep all consumer Behaviour roles in mind but at the same time focus on the actual buyers who make the final decision on whether to buy or not (Michman Mazze, 2006).To uncover consumer feeling s and emotions, bring out their hidden attitudes requires the use of motivational research. Several companies’ use questionnaires requesting customer feedback on their satisfaction levels, new product ideas and future needs. Using these feedbacks received, the marketing mix is adjusted streamlining the marketing strategies in the market (Michman Mazze, 2006).The external environment analysis is also done using marketing research and industrial analysts’ feedback. This is facilitated by companies’ financial conditions, sales force and companies’ sales quantity (Michman Mazze, 2006). Study of these varied factors results in better consumer needs understanding. This factor includes population, geography, sex, age factor, incentive level, literacy level, linguistic diversity, dress, food, religion, habits and fashion (Michman Mazze, 2006).