Marketing and Consumer behavior

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5-Marketing and Consumer behavior

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Marketing

and

Consumer behavior

Introduction:

Nowadays, various businesses have experienced many

changes because of the increase in the competition in

various fields. The two terms consumption and purchase

have always been of interest in the marketing to

researchers and professionals. This research investigated

the concepts of marketing and customer satisfaction.

As the results show, consumer behavior is raised in

buying and consumption. Factors such as product quality,

satisfaction, loyalty of customers to a particular brand, the

belonging of customers to the brand can cause the customers'

tendency to use a particular product. Using sales promotion

methods can also have a high impact on the commercial

performance of financial and service institutions.

What does marketing involve?

Marketing and consumer behavior involve analyzing

how individuals select, purchase, use, and dispose of

products to satisfy needs, allowing companies to tailor

strategies for higher engagement and loyalty.

Key drivers include psychological factors

(perception, attitude), personal characteristics

(age, lifestyle), and social influences

(family, culture). Understanding this process

enables effective targeting, product positioning,

and improved retention.

Aspects of Consumer Behavior

Decision-Making Process:

Consumers typically follow a five-stage process: problem

recognition, information search, evaluation of alternatives,

purchase decision, and post-purchase behavior.

Factors Influencing Behavior

Psychological:

Motivation, perception, learning, attitudes, and beliefs.

Personal: Age, gender, income, lifestyle, and personality.

Social / Cultural:

Family, social roles, status, and cultural norms.

Types of Buying Behavior:

Ranges from complex, high-involvement decisions to

habitual, low-involvement purchases

Consumer Behavior

Buyer's Behavior

Based on the buyer's involvement and the difference between

different trade names, Assail has differentiated 4 types of

consumer buying behavior. Complex buying behavior is a

behavior that seeks to reduce post-purchase tension, and

normal buying behavior is a behavior that seeks diversity.

Although the consumer mental involvement is not very sensible

in some buying situations, but there is a difference between

brand names. Here, the consumers regularly change their

brand names.

Buying Decision Process

The customer's buying decision depends on purchasing the

best brand. Practically, two other factors are important

between intention and decision. The first is the opinion of others.

Other influencing factors are situational unpredicted factors.

Buying intention occurs based on factors such as expected

family income, expected price and expected benefits of the

product (Katler & Armstrong, 2006).

Consumer Buying Behavior Model

Consumers are under the influence of a series of certain

factors to choose their required product. Each of these factors

has a separate contribution to accepting or rejecting the

buyer's decision.

Researchers have presented some models for organizing the

decision- making, the study of which will help to understand the

process of customers' choice. Various books have introduced

consumer behavior models as the Nicosia model, the Howard

Sheth model, the Engel Gualek Bell Cole model, Sheth family

decision-making model, and Batman information processing

model (Estiri et al., 2010).

The starting point of these studies is the stimulus-response

model. According to this model, many stimulating and

motivational factors, along with marketing factors and stimuli

(the marketing mix) enter the black box of the consumer, and

s/he makes certain reactions of his own.

The marketer wants to know how these stimuli change and

become different reactions inside the consumer's black box.

The consumer's black box comprises two parts. First, the

buyer's personal characteristics affect the way s/he perceives

these stimuli and reacts to them, and second, the buyer's

decision-making process affects his/her behavior.

Importance of Analyzing Consumer

Behavior

Predicting Trends:

Identifying emerging needs allows companies to fill

market gaps and stay competitive.

Building Loyalty:

Understanding satisfaction drivers fosters long-term

customer relationships.

Risk Management:

Addressing performance, financial, and social risks helps

reduce purchase hesitation.

Enhancing Marketing ROI:

By understanding why, when, and how consumers buy,

businesses can optimize their marketing spend and

strategies.

Common Research Methods

Marketers often utilize Paradigm Marketing notes that analyzing

website analytics, customer feedback, and purchase history

are essential to identifying patterns. They also engage in

deeper, qualitative research to understand the underlying

motivations for purchase, as explained in the Study.com

lesson on consumer behavior.

Consumer Behavior: Building Marketing Strategy, 12th Edition

Effect of Marketing Communication

Strategies on the Customer's Willingness

to Buying

The company's effort to develop and maintain a close

and growing relationship with its customers is relationship

marketing. Relationship marketing tries to imitate and

implement the relationship established years ago between

stores and their customers in today's modern world.

Relationship marketing uses various tools to keep

customers, and this research examines the tools of

relationship, rewards, personalization, and preferential

behavior.

Customer's Desire to Continue Buying

Relationship marketing has its foundation in understanding

the individual needs of customers. Nowadays, many

companies are making a lot of effort to implement Arnold

Katler's customer loyalty programs. However, many

programs increase the number of repeat purchases

instead of focusing on creating customer loyalty.

The efforts the company makes to maintain customers

are so-called the customer's desire to continue buying.

Preferred Behavior

This research defines the preferred behavior: the customer's

understanding of the amount the store serves loyal customers

better than non-loyal customers. In marketing, the customers

are not similar and, according to the costs for every customer;

we need to separate them in terms of profitability.

The results may show that many of the company's relationships

with some customers are not beneficial, because the cost of

maintaining these relationships is more than the income it

generates.

Therefore, companies should regularly evaluate the investment

of their customers and consider the termination of unsuccessful

relationships. The seller plays probably an important role in

implementing this tactic. This tactic can cause the customer's

continued relationship with the store.

Personalization

Personalization marketing refers to customizing goods or

services resulting from information on knowing the customer.

This tactic can cause the customer's continued relationship

with the store. This research defines personalization as the customer's perception of a store's warm and personal

treatment with loyal customers .

Reward

Reward: A tool that creates extraordinary value or incentives

for the products of the seller, distributor or ultimate consumer,

whose primary purpose is the immediate method. Reward is a

tool for sales promotion. Sales promotion is a speeding up

tool for maximizing the sales regarding customers who are

not under influence of advertising.

This tactic can cause the customer's continued relationship

with the store. This research defines the reward: the

customer's understanding of the tangible benefits the

store provides to customers.

Relationship Satisfaction

According to the principles of relationship marketing,

customer satisfaction is the beginning of the relationship

between the buyer and the seller. Relationship satisfaction

is a prerequisite for the quality of relations. The behavior

and performance of each customer in contact with the sales

staff has an important effect on the quality of the relationship

between the customer and the seller.

Of course, it is noteworthy that customers who are with

the company are not always satisfied, and customer

satisfaction cannot be a guarantee of customer retention.

This research defined relationship satisfaction as a kind of

emotional state of the customer, which is a consequence of

evaluating the relationship between the customer and the

seller.

Purchase Motives

and Consumer Buying Behavior

A key dimension of consumer behavior in planning marketing

activities is paying attention to the reasons and motivations

for buying. Consumer motivation matters in explaining

theories on the key behavior in influencing people's

perception of the shopping environment and the information

processing. Consumer buying behavior can fall into two

major categories.

Essential reason for purchase:

This theory seeks to identify the causes, reasons, and

motivations for purchase by customers.

Quality of purchase:

This theory tries to understand the quality and the process

of consumer buying and its factors. It is necessary to specify

the concept of purchase motives in order to examine the

researches on purchase motives. They include behavioral

triggers that drive the consumer to the market to satisfy

his/her inner needs.

Consumer Attitude towards Market Goods

Attitude means a learned desire for responding to a subject

in a favorable or unfavorable manner continuously and plays

a very important role in consumer behavior. Attitudes are not

directly observable, but they are mental states the marketers

must get the results from through the realized measurements.

This subject focuses on the consumer's attitude to market

goods instead of each brand or specific product group.

Although the market literature has considered many reasons,

the fundamental differences perceived by the consumer are

low prices and weaker guarantees (higher risk) of the market .

Consumer Involvement

As observed, the consumer's motivation to achieve a

specific goal is under the influence of effort s/he spends

to achieve that product or service. The more the consumer

believes that a particular product or service is more suitable

for his/her satisfaction, the more motivated s/he will be to

get it. Involvement is the importance a person attaches to

a product and its benefits in a particular situation.

Involvement is a function of person, product, and situation.

A combination of these things at different times can affect

the consumer's motivation to receive information about

the product. When consumers intend to do something that

satisfies their need, their motivation causes them to receive

and process any information that will enable them to achieve

their goal. Possibly another person does not bother himself

to get the same information because he thinks that this

information is not relevant to his needs. (Samli, 2012).

Consumer Behavior and Its Key Concepts

Consumer behavior includes the mental, emotional and

physical activities the people use in buying, using, disposing

products, and services to satisfy their needs and desires.

Consumer behavior comprises a set of psychological and

physical processes that begin before the purchase and

continue after consumption.

It is noteworthy that the existing models of consumer

decision-making in the marketing are based on the model

of instrumental rationality. Instrumental rationality means

that the consumer collects information, calculates and

chooses the best means to meet the needs according to

the environmental conditions, intending to optimize his/her

situation.

In any field, there are basic theories and hypotheses that

are usable for the experts to guide their ideas towards the

desired topic. We examine seven basic concepts

emphasized by most experts in order to understand

consumer behavior. We discuss them briefly

1. Consumer behavior is motivated.

The most basic question about consumer behavior is the

reason for consumer behavior. We can find the answer to

this question in the definition of consumer behavior, "so

that their needs and desires are satisfied". Consumer

behavior is a motivated behavior that aims to achieve

special goals. These motivations are of two categories.

One is motivation to work, which is the reason for buying

a product and deals with the function of that product that

helps the consumer to achieve the goal. For example, the

motivation for a new job for a car can be comfort in moving,

traveling, etc.

Other motivations are personal motivations that concern

the desires of a consumer to express his/her feelings or

other desirable things. The personal motivation to buy a

certain type of car can be his/her seeking reputation or

aesthetics.

2. Consumer behavior includes many

activities

. Every consumer has multiple thoughts, feelings, plans,

decisions, and purchases. A person who only pays attention

to the shopping activity ignores many related activities.

Marketers should explore a wide range of consumer

activities, including thinking about the product, getting

information, attention to advertisements, buying, and the

satisfaction and return of the consumer.

3. Consumer behavior is a process.

As we stated in the definition of consumer behavior above,

consumer behavior includes a series of activities (choice,

purchase, consumption, etc.) that occur as a continuous

process in the pre-purchase, during- purchase, and post-

purchase stages.

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