The Influence Of Consumer Behavior On Marketing Strategies

Consumer behavior refers to the study of how individuals, groups, or organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

Consumer behavior blends elements from psychology, sociology, social anthropology, marketing, and economics. It attempts to understand buyers’ decision-making processes individually and in groups.

Background Overview of Consumer Behavior

Consumer behavior emerged in the 1960s and 1970s as a distinct sub-discipline in marketing. It was heavily influenced by the cognitive psychology movement, which emphasized the role of information processing in decision-making.

Over time, it has evolved to incorporate the effects of various external and internal factors on the consumer decision-making process.

Types of Consumer Behavior

1. Complex Buying Behavior: This occurs when consumers are highly involved in a purchase and perceive significant differences among brands, such as when purchasing a car.
2. Dissonance-Reducing Buying Behavior: This happens when consumers are highly involved but see little difference among brands, such as when choosing a carpet cleaning service.
3. Habitual Buying Behavior: This occurs when consumers are low-involved and see little difference among brands. For example, they may purchase toothpaste brands out of habit.
4. Variety-Seeking Buying Behavior: This happens when consumers are low-involved but have significant perceived brand differences. For example, they might switch between different snack brands for variety.

Features and Benefits of Understanding Consumer Behavior

Understanding consumer behavior allows businesses to create B2C market products or services that meet the needs of their customers effectively. It helps in:

1. Product Development: Companies can develop or improve new products by understanding consumers’ needs.
2. Marketing Strategy: Understanding consumer behavior helps segment the market, target the right customers, and effectively position the product.
3. Customer Satisfaction: By meeting consumers’ needs and wants, businesses can increase customer satisfaction, loyalty, and word-of-mouth marketing.

10 Ways to Collect and Collate Consumer Behavior in Business

1. Surveys: Collect data through online or offline questionnaires.
2. Focus Groups: Gather people and ask them about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging.
3. Observation: Observe consumers in their natural setting without interacting.
4. In-depth Interviews: Conduct one-on-one interviews to explore individual consumer experiences.
5. Online Behavior Tracking: Use cookies and other tracking tools to understand consumer behavior.
6. Social Media Monitoring: Monitor social media platforms to understand consumers’ opinions and discussions about a brand or product.
7. Purchase and Usage Data: Analyze data from customer purchases and product usage.
8. Customer Reviews and Feedback: Collect data from customer reviews and feedback on your website or third-party sites.
9. Experiments and Field Trials: Conduct experiments or field trials to understand how consumers respond to a product or B2C marketing campaign.
10. Market Research Firms: Hire firms to collect and analyze consumer behavior data.

Challenges with Consumer Behavior

Understanding consumer behavior is not without its challenges. These include:

1. Changing Consumer Behavior: Consumer behavior is not static. It changes over time and is influenced by trends, economic conditions, and personal experiences.
2. Data Privacy: With the rise of digital technology, data privacy has become a significant concern. Businesses must comply with data protection regulations when collecting and analyzing consumer data.
3. Interpreting Data: The data collected can often be vast and complex. Interpreting it correctly to make informed decisions can be challenging.

10 Step-by-Step Instructions on How to Get Started Interpreting Consumer Behavior

1. Define Your Objectives: Understand what you want to learn from your consumer behavior analysis.
2. Identify Your Target Audience: Define your consumers’ demographic and psychographic characteristics.
3. Choose Your Data Collection Method: Decide on the most suitable method(s) to collect data.
4. Collect the Data: Implement your chosen data collection method(s).
5. Clean the Data: Remove any irrelevant or erroneous data points.
6. Analyze the Data: Use statistical methods to analyze the data.
7. Interpret the Results: Conclude the data analysis.
8. Apply the Findings: Use the insights gained to inform your business decisions.
9. Monitor the Results: Keep track of the outcomes of the decisions made based on the insights.
10. Refine Your Approach: Based on the results, refine your approach and repeat the process.

Conclusion

Understanding and interpreting consumer behavior is crucial for businesses to succeed in today’s competitive marketplace. It allows businesses to effectively meet their customers’ needs, increasing customer satisfaction and loyalty.

Despite the challenges, the benefits of understanding consumer behavior far outweigh the difficulties.

With the right approach and tools, businesses can gain valuable insights into their customers’ behavior and make informed decisions to drive their business growth.

Catherine Fitzgerald B.A. M.A. PGDip( Founder )

With 30+ years of training experience, I founded Oak Innovation (oakinnovation.com) in 1995. I help busy training professionals and business managers deliver better training courses in less time by giving them instant access to editable training course material. I received my Bachelor’s and Master’s degrees from University College Cork. I hold qualifications in Professional Development And Training from University College Galway. Clients include Apple, Time Warner, and Harvard University.