Consumer Behavior : The Key to Successful Marketing Campaign
Consumer Behavior : The Key to Successful Marketing Campaign
Consumer Behavior specifies the perception of the consumers regarding a certain product or service . This requires understanding of the consumer psychology as to how they would react in a certain situation . It is necessary for the marketers to have thorough knowledge about the consumer behavior for the development of successful strategies .
Standard definition of consumer behavior implies that this subject analyze an individual or a group of them to study about their methodologies and decisions . Further elaboration in this regard is about the involvement of product features , cultural background and environment that affects the behavior of any consumer . Societal issues are also important to consider as norms and ethics also play an important role in people ’ s lives . Hence every factor related to consumer ’ s action regarding decision making and purchasing product should be monitored .
The most essential factors of consumer behavior include the marketing strategy and the social marketing . For the first factor , marketers need to decipher the needs and wants of the consumers . They should create tactics that will allow them to have larger receptive audience . For the second factor , the marketer holds customer ’ s attention as it does not require purchasing . Social marketing is targeted directly related to the benefit of the audience but it should also be marketed with planning . For example , a social marketing related to smoking will not be accepted by a number of smokers .
Various research methods are helpful in producing the data for the study of consumer behavior . Primary and secondary research methods are used by the marketers for information analysis . Marketers , preferably use the secondary method as it is less costly and does not require extra time and effort . To obtain the data from this method , marketers can avail the information that is already present on the internet .
While primary method is difficult to obtain , the information assessed by this method is accurate , updated and specific . Research tools of this method include surveys , focus groups , interviews and observation of the targeted audience .
Several techniques are used by marketers to understand the relevant attributes of the consumers . Successful campaigns depend on the better knowledge of customer behavior . The study is also helpful for many other professionals that deal in audience for various issues . It is