Consumer marketing requires a keen understanding of behaviour

What is "Consumer Marketing (B2C)"?

Consumer marketing (business to consumer or B2C for short) targets all the individuals and households who buy or acquire goods and services for personal consumption: An incredible variety of age, income, education level, and tastes buy an incredible variety of goods and services.

Strategic marketers are trained to understand how consumers make choices in a fascinating combination of personal, cultural, learned, natural, instinctive, manipulated, private and social influences.

We use advanced methods of analysing Consumer buying behaviour, defined as... “The buying behaviour of final consumers, individual and households who buy goods and services for personal consumption” to allow clients to build and maintain strong customer loyalty and brand equity.

Knowing how consumers behave while searching for, purchasing using, and evaluating products, services and ideas they expect will satisfy their needs creates potent and effective marketing strategies.

It is a complex and interwoven combination of many different dynamics, but can accurately predict consumer behaviour, allow marketers develop effective strategies to control the variable factors that achieve desirable outcomes in line with the Marketing Concept - where consumers are fulfilled and organisations meets their goals.

Psychology of Consumer Behaviour

Developing superior consumer marketing strategies relies upon many psychological forces. Trained marketers are conversant with a myriad of the methods used to master consumer marketing in areas such as:

• Motivation: Need hierarchy, Interdependency, Frustration, Projection
• Perception: Sensation & Threshold, Perceptual organisation, selection & interpretation, Imagery, Positioning, Perceived Risk
• Learning: Conditioning, experience, cognition, reinforcement, discrimination, attitudes, decision-making, brand loyalty.
• Personality: Traits, brand usage, Acceptance, segmentation, repositioning , promotions management
• Attitudes: Action-Tendency, exposure, conditioning, interpersonal influences, cognitive dissonance, ego-defensive function, association.
• Communications: Types, audience, source, medium, message, integration,
• Group Dynamics & Consumer Reference Groups: Group dynamics. consumer relevance, family life cycle, influencers & influences
• Opinion leadership: Dynamics, measurement, profile, overlap, communication flow, stimulation, promotions management, group opinion & group opinion leaders.
• Social class & culture: Core values, implications, management, sub-cultures as market segments, cross-cultural consumer analysis.
• Diffusion of Innovation: Adoption & adoptive process, barriers, characteristics.
• Consumer Decision Making: Economic consumer, passive consumer, problem-solving consumer, input-process-output.
• Comprehensive Models of Consumer Behaviour: Nicosia Model, Howard Sheth Model, Egel Kollat Blackwell Model, Family decision making model.

Remarkable, isn't is, that executives with no training in this area find themselves burdened with marketing management responsibilities!

Achieving Success in Consumer Behaviour Marketing Campaign Strategies

Knowledge of Consumer Behaviour and business to consumer marketing provides efficient, and optimal marketing campaign strategies.

Application of consumer behaviour analysis to marketing has an undisputable history of consumer marketing achievement... from FMCG marketing, through promotion of telecommunications, in advertising, PR (public relations), innovation on sales promotions to high-return direct marketing, maximising sales AND profits .

Profitable Marketing campaign strategies require understanding and use of the science of marketing. Market research needs to be executed with the skills and wisdom of the years, mass media advertising can burn money far too fast if not executed - from marketing brief through production & media - if not guided by a 'knowing' hand.

Product "Type"

Different product 'types' require different marketing mixes.

Formal marketing training in 'product typing' is only one example of marketing knowledge and methodology, you simply just make the right decisions all the time... so its just 'natural' to end up with winning marketing campaign strategies.

Buyer Readiness

The use of "Buyer Readiness" analysis ensures you deliver the right type of message when you advertise.

This discipline ensures you return on investment for advertising is maximised, and helps with everything from market research projects to promotional budget setting.

Let us demonstrate just how much difference advanced consumer behaviour knowledge and marketing science can make to the growth of your business.

Call 02 9904 5355 NOW.