Understanding Consumer Behavior and its Impact on Marketing Strategies

Consumer behavior attempts to describe how people come up sometimes with individual decisions to buy a particular type of a product. It addresses several questions such as why do you thing you usually buy? How did you decide to move into the new house you leave in? Do you buy products of the same brand multiple times? Do you frequently eat at the same restaurant? Marketing professionals who can answer these questions are considered to be in a better position to communicating, creation, delivering goods that are value added and services that people may want to buy and this is what consumer theory is all about.

Consumer behavior may be affected by marketing actions and strategies deployed to produce, to communicate about, and deliver services and products which is affected by the current events that arise each day. Use of social media has enable both the youth and the adults be updated with the current events relating to marketing and other aspects of life. Social media is the currently dominating means of marketing for instance, business people who own businesses like salons and restaurants use social networks such as snapchat, Facebook, instagram, Twitter, etc. to post their services and products to customers both locally and worldwide.

The most captivating aspect of consumer behavior is the use of social media for marketing and getting response from customers. For instance, the recently launched quick promote on Twitter that is a new feature where small and medium-size businesses faster and easily share their with their twitter followers from all over the country. SMEs can also use celebrities to promote their product by allowing them post snapshots of them and the business premises then post them on the social network account e.g. snapchat and instagram. Based on consumer behavior, all the followers will see the promotion and give their response about the product hence boosting their image and competitive power in the market.

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Consumer behavior is vastly intertwined with marketing in that the changing trends in marketing sector have significantly influenced both customer behavior and research methodology. The current events in marketing that are happening such as the use of quick promote tools on Twitter, use of instagram to promote an item, and other trending real-time social network sites have impacted consumers cognitive abilities in that the decision they make before performing buying a product is influenced by the online promotions.

Consumer behavior links with legal and ethical issues in that; the marketing functions pertains persuading and manipulating the consumer behavior that is underlined by moral values. To ensure legal and ethical issues are conserved, advertising goods on social networks requires stricter laws and code of conduct regarding style, delivery method and the content of the advertisement in order to convey accurate information to customers. Consumer decision-making is influenced by the intense promotion done by a company. For instance, the currently used quick promote on Twitter enables a business to reach vast number of customers and persuade them to buy their product or to come for their services.

Consumers evaluate the alternatives with respect to the benefits they offer and thus a marketing organization should understand the benefits consumers seek in order to raise the chances of consumers choosing their product or brand. It is done posting their products and offers online in order inform customers of the benefits they provide. With this, a company make a decision on the improvements they should make to advance their goods and services in order to meet customer expectation.

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