The study of why we buy certain products and not others is consumer psychology (Schiffman & Kanuk, 2010 pg 54). This is the perception, thoughts, feelings, and beliefs that can influence how we relate to and buy goods and services. This study looks into the process we go through to select, secure, and also arrange these products or services. This also allows us to find reasons to satisfy our needs and the impact of these processes on consumers and the society (Bagozzi,Gurhan-Canl & Priester, 2002, pg 37). It is important to develop successful marketing communication which consists with pricing, promotions, products, and placing. Marketing communication influences us to buy. Compared to consumer psychology it is the study on why or how we buy.
Concepts
According to, Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision - making process, “…..Communication requires converting the original concepts into symbols, individual or organization who communicates has to transform concepts in a set of symbols that can be transferred to the receiver, who need to decode the symbols, in order to understand the original message (Mihart, C. 2012 p. 4).” This is the importance in the development of a successful marketing communication message. Marketing communication is a fundamental part of successful businesses. It is also essential to make the offer and to meet financial or non-profit targets (Mihart, C. 2012 p. 5). According to, Annual Review Of Psychology, “memory is an important concept in market communication, because prior knowledge places a role in consumer behavior (Bettman, J. R. 1986 p. 261).” The primary purpose of marketing communication is to build and strengthen the brand…(Mihart, C. 2012 ...
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...ness businesses must understand these concepts are a vital part of a consumers thought process. Understanding a consumers behavioural influence perspective will assure that the best marketing technique is establish for the business and the brand.
Works Cited
Bagozzi, R. P., Gurhan-Canli, Z., & Priester, J. R. (2002). The social psychology of consumer behaviour. Philadelphia, PA: Pearson.
Bettman, J. R. (1986). CONSUMER PSYCHOLOGY. Annual Review Of Psychology, 37(1), 257-289.
Mihart, C. (2012). Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision - making process. International Journal of Marketing Studies, 4(2), 121-129. Retrieved from http://search.proquest.com/docview/1001474194?accountid=458
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
Factors influencing the customer’s choice is important because Marketing strategies should be based on the marketer’s understanding of how customers make their decisions.
...ement purchase behaviour. Marketing Intelligence & Planning, 31 (7), 732-745. [Online] Available at: http://www.emeraldinsight.com.ezproxy4.lib.le.ac.uk/journals.htm?articleid=17099905 (Accessed: 15/03/2014).
Given the changing market environment, the need for more efficient and cost effective marketing strategies has induced changes to the way marketers conduct their marketing activities and led to the adoption of more integrated approaches (Dewhirst & Davis, 2005). The consequence has been the adoption of a more holistic customer oriented approach to conducting marketing communication activities, a process often known as Integrated Marketing Communications (IMC) (Dewhirst & Davis, 2005).
Consumer Behaviour is crucial and an important part of marketing strategy. Organizations have to understand their customers, build strong relationships, provide necessary information about the products and services and stay close to them. Many successful companies have recognized the importance of consumers and have sophisticated approaches and detailed data from which to develop organizational and marketing strategies. Consumer behaviour means personal thoughts and feelings, people attitude, trust and experience, the actions they perform in consumption process and also all the things that can have an influence the attitudes. It is important to understand that consumer behaviour is dynamic, needs interactions and exchanges.
Schiffman, L., O’Cass, A., Paladino, A., D’Alessandro, S. & Bednall, D. (2011). Consumer behaviour. (5th ed). Australia: Pearson.
Within the study Marketing, a crucial concept to understand is Consumer behaviour. Consumer behaviour according to (Ha & Perks, 2005) can in some ways be described as an Umbrella term / Concept which contains many other sub-topics and concepts that stem from the original concept of Consumer Behaviour. (Soloman, Russell-Bennet, & Previte, 2016) States that Consumer Behaviour is the study pre-Consumption, Post Consumption and Consumption phases of a consumer 's decision-making processes.(Soloman, Russell-Bennet, & Previte, 2016) however, states that the study of Consumer behaviour takes into consideration more than just what is being offered to the consumer in terms of goods and services and the processes involved pre, post and during consumption.
... and Engel, J. (2007). Consumer Behaviour An Asia Pacific Approach. Australia: Nelson Australia Pty Limited. 172.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Linton and Morley “list ten potential benefits of integrated marketing communications” (Linton and Morley 1995: 124)
„X Neal, C. Quester, P. and Hawkins, D. (2000), Consumer Behaviour: Implications for Marketing Strategy, McGraw-Hill: Sydney
The development of digital technology, emphasis in branding and spreading of markets across the traditional geographical borders were the major drivers of IMC in the 1980’s (Schultz & Schultz; 2003:9). Traditional communication was one way of communication but it was IMC which made the company move from “telling and selling” to “listening and learning” (Duncan; 2002; p15). Thus more organisations were considering IMC to be a key competitive advantage of marketing (Kitchen and Schultz, 2001; Weilbacher, 2001). IMC was designed to incorporate all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing. It was a new way of communication where organisations tried to find out the customer’s needs based on qualitative and quantitative research. There were quite a few changes in the environment that led to the birth and t...
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...