The Contributions of Consumer Behaviours to Marketing Effectiveness and a Marketing Manager

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BY: EZEIGBO UZOMA

THE CONTRIBUTIONS OF CONSUMER BEHAVIOURS TO MARKETING EFFECTIVENESS AND A MARKETING MANAGER. Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. The study of consumer behavior helps firms and organizations improve their marketing effectiveness and strategies by understanding issues such as how: •The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers); •The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); •The behavior of consumers while shopping or making other marketing decisions; •How limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; •How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and •How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the customer. It is important to consider the following useful points when talking about consumer behaviour and marketing effectiveness: •Behaviour occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).

Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g.,...
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