What Is Consumer Behaviour In Marketing – Consumer behavior is influenced by many factors, including environmental and marketing factors, situational, personal and psychological factors, family and culture. Companies are trying
Which is more important to the consumer group they want to target so they can reach the people who are most likely to buy their products in the most cost effective way possible. Businesses often try to influence consumer behavior with things they can control, such as their website landing page, search engine ranking, store layout, music, product bundling and availability, pricing and advertising. Although some influences may be temporary and others lasting, different factors can affect buyer behaviour. These factors can influence you to buy, buy additional products, or buy nothing at all.
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What Is Consumer Behaviour In Marketing
Have you ever been to IKEA and can’t get out? Marketing professionals consider physical factors such as store design and layout when designing their facilities. The longer you wander around an establishment, the more you are likely to spend. However, Ikea also understands that sometimes you want to get in and out quickly. So they added in-store maps that show you where you are in the store and shortcuts that help you navigate the store faster.
Introduction To Consumer Behavior And Marketing Strategy
Grocery stores often place fruits and vegetables as well as cleaning supplies at the opposite end of the stores because people often need both types of products. To buy both, they have to browse an entire store, increasing the chance that the consumer will see something else they want to buy. Also think about products positioned at the end of the aisle or on separate displays in the middle of the main aisles. ‡
The location of the store also influences behaviour. Tim Hortons has done a good job of locating its stores. It has over 4,000 restaurants across Canada, so whether you’re in downtown Toronto or driving past a small town in Springhill, Nova Scotia, chances are you’ll come across a Tim Hortons. You can also buy Tim Hortons coffee at airports or anywhere where there is foot traffic, which means a lot of people pass by an area. ‡
The physical factors that businesses can control, such as store layout, the music played in stores, the lighting, the temperature, and even the smells you experience, are called atmospheres. Maybe you visited an office building and noticed how beautiful it looked and even smelled good. It is not a coincidence. The building managers were trying to get you to stay a while and look at their facilities. Research shows that “strategic scent” helps customers stay in stores longer, buy more, and leave with better impressions of the quality of store services and products. Mirrors near hotel elevators are another example. Hoteliers have discovered that when people look in the mirror, they don’t feel like they are waiting as long for their elevator (Moore, 2008).
However, not all physical factors are within a company’s control. Rainy weather can be pleasant for some companies, such as umbrella manufacturers like Totes, but a problem for others (Totes-Isotoner, n.d.). Beach resorts, outdoor concert venues and golf courses suffer when it rains heavily. Businesses like car dealerships also have fewer customers because most people don’t want to try driving a car in the rain.
Companies often try to deal with physical factors such as bad weather or situations that affect consumer buying habits by offering price discounts or other ways to shop. For example, many vacation destinations offer consumers discounted prices for travel to beaches during hurricane season. During the COVID-19 pandemic, stores adopted a Click and Collect model when customers could not enter stores and delivery capacity could not be expanded quickly enough to deliver products directly to customers’ homes. Customers could order products online and then visit the store when the item was ready for collection. Employees brought items to customers. ‡
Crowding is another situational factor. Have you ever bought anything or left the store because it was crowded? Some studies have shown that consumers feel better about retailers who try to avoid overcrowding in their stores. However, other studies have shown that crowds can, to some extent, have a positive effect on a person’s shopping experience. Herd behavior refers to a type of decision making where people act as a group rather than making decisions as individuals (Gaumer and LaFief, 2005). People are naturally curious. If people are waiting in line to buy something, you want to know why. Do you also have to queue to buy it? Black Friday sales are a time when stores offer one-day special deals and open very early in the morning. ‡
In the past, buying a disposable plastic water bottle was considered a healthy and safe way to drink water instead of drinking tap water. Today, the trend is towards recyclable water bottles that are filled with tap water. Social norms refer to expectations about what you should say or do in certain situations based on the values ​​of the social group or society. Today, some people will judge you negatively if you carry non-recyclable plastic bottles. Therefore, what others think of you could affect the product that others in your social group see. ‡
Companies like Pampered Chef who sell their products at parties understand that social setting makes a difference. When you attend a friend’s Pampered Chef party, you don’t want to look cheap or disappoint your friend by not buying anything. If you drank too much when you were out with friends because you were worried about what they thought, the people you were with affected your drinking (Gregory & Munch, 1997).
Consumer Behavior: Building Marketing Strategy: Mothersbaugh Associate Professor Of Marketing, David L, Hawkins Dr, Delbert I: 9781259232541: Amazon.com: Books
The time of day, the time of year and how much time consumers think they have to shop affects what they buy. Researchers have even found that whether someone is a “morning person” or an “evening person” affects their buying habits. Have you ever gone to the grocery store when you were hungry or after being paid even though you had money to spend? When you are hungry or have cash, you can buy more than at other times. Seven-Eleven is a company that is extremely sensitive to time and its effect on shoppers. The company’s point of sale systems at its checkout counters monitor what sells well and when. The aim is to put products on shelves when and where consumers want them. For example, Seven-Eleven Australia offers Krispy Kreme donuts in the morning, a brand of fresh donuts. Seven-Eleven Indonesia offers free internet, indoor and outdoor seating, and live music at night. 7-Eleven, Denmark offers quick snacks and healthy foods all day (Klook Team, 2020). ‡
Businesses around the world recognize people’s lack of time and find ways to accommodate them. Some doctors’ offices offer drive-thru shots for urgent patients and for elderly patients who have difficulty getting out of their cars. During the COVID-19 pandemic, drive-through testing and vaccinations have been proposed to keep people apart and speed up the process. ‡ On Amazon, for example, if you know what you want to order, to speed up the ordering process, click Buy Now and Amazon uses the information stored about you, your default payment method and your shipping address to complete the transaction. ‡
The reason you shop also affects how much time you spend shopping. Are you making an urgent purchase? Are you shopping for a gift or for a special occasion? Are you buying something to complete a task and need it quickly? In recent years, Shoppers Drug Mart stores have popped up across Canada. One-stop shopping is one of the main reasons. Shoppers offer a wide variety of goods and services, from prescription and over-the-counter medicines, to gifts and cards, to groceries. This means you can go to one store and get everything you need. Many of these stores are open 24/7 in locations where no grocery stores are open. ‡
Buying a gift may not be an emergency situation, but you may not want to spend a lot of time buying it either. Gift cards have become more popular because you don’t need to find out what the person wants or spend time browsing in a store or online. You can buy gift cards for online or offline merchants at their store, online, or at your local grocery store or pharmacy.
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On the other hand, you probably need to buy something expensive, like a luxury watch. You can buy one online, but you may be hesitant to do so. What if the watch was fake? What if you didn’t like the way it fit your wrist and wanted to return it
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