Article Review On Consumer Behavior

Effective marketing has been an essential aspect of business tactics. The appropriate methods of marketing, consumer behavior, and effectiveness of marketing were all involved in business policies. Growth and the ability to with stand fluctuating economies were critical elements of business planning as well. This chapter will discuss the history of business marketing, the methods of business marketing, consumer behaviors, and the effectiveness of business marketing to stimulate progression.

History of Marketing

The title of the article was Origins of marketing thought in Britain by Brian Jones and Mark Tadajewski. This article was published in the European Journal of Marketing, volume 49, issue 7/8 on pages 1016-1039 in 2015. The article

The article was published in the Journal of Consumer Researcher, volume 41, issue 2 on pages 342-360 in August 2014. The article was written by Jayson Shi Jia, Baba Shiv, and Sanjay Rao. The article was found in EBSCO host database. (Shi Jai, 2014)

The authors attempted to covey through six different investigations how consumer selection is often based on the relative visual appeal of competing products. (Shi Jai, 2014) The article’s discussion of consumer behavior compared the perceptions, the reduced distinctiveness and the attractiveness of products to illustrate how customers chose products. The authors demonstrated with the “product-agnosia” effect how changes in visual perception will impact consumer behavior toward any given product or service. The sorting of visual information experienced by consumers is driven by their ability to discern between products in relation to their own sensory development. The more of visual brands given within an advertisement the less acuity perceived by the consumer. This has tended to weaken the uniqueness of well-known merchandise simply by the design. The study found the impression for merchandise well-known on a technical level was the opposite of those product perceived by their design. The usefulness of displaying additional data or material was contingent on consumers’ sensory

The study found the use of various forms of media was still the most effective means of marketing; most specifically mass media. (Reinold, 2012)

Other than a formula depicted in table 7 of the study; there was no means which complied with the standards outlined in the current concept of integrated marketing communications (IMC). (Reinold, 2012) The authors used journal of marketing communication and integrated marketing research to compile the information for the case study. The effectiveness of marketing will be an important factor of small business planning. Businesses will be expected to consider the cost, reach of potential customers, and the managing of all channels used in reaching possible customers. (Reinold, 2012)

Reinold and Tropp found during the study, for effective small business marketing the strategical plan must be focused on consumer/consumer behavior, adapt unique and relevant content within internet-technology based technology for recipients, manage all possible channels of contact with recipients, and produce measureable results for reaching the business goals (Reinold, 2012, p.