Consumer Behavior: The Key to Successful Marketing Campaign Consumer Behavior specifies the perception of the consumers regarding a certain product or service. This requires understanding of the consumer psychology as to how they would react in a certain situation. It is necessary for the marketers to have thorough knowledge about the consumer behavior for the development of successful strategies. Standard definition of consumer behavior implies that this subject analyze an individual or a group of them to study about their methodologies and decisions. Further elaboration in this regard is about the involvement of product features, cultural background and environment that affects the behavior of any consumer. Societal issues are also important to consider as norms and ethics also play an important role in people’s lives. Hence every factor related to consumer’s action regarding decision making and purchasing product should be monitored. The most essential factors of consumer behavior include the marketing strategy and the social marketing. For the first factor, marketers need to decipher the needs and wants of the consumers. They should create tactics that will allow them to have larger receptive audience. For the second factor, the marketer holds customer’s attention as it does not require purchasing. Social marketing is targeted directly related to the benefit of the audience but it should also be marketed with planning. For example, a social marketing related to smoking will not be accepted by a number of smokers. Various research methods are helpful in producing the data for the study of consumer behavior. Primary and secondary research methods are used by the marketers for information analysis. Marketers, preferably use the secondary method as it is less costly and does not require extra time and effort. To obtain the data from this method, marketers can avail the information that is already present on the internet. While primary method is difficult to obtain, the information assessed by this method is accurate, updated and specific. Research tools of this method include surveys, focus groups, interviews and observation of the targeted audience. Several techniques are used by marketers to understand the relevant attributes of the consumers. Successful campaigns depend on the better knowledge of customer behavior. The study is also helpful for many other professionals that deal in audience for various issues. It is
important to understand that every individual is different from other. Studies based on a limited group of people will not result in the success of mass audience. Since conducting marketing research at large is not possible, marketers need to depend on their intuition, experience and skills for successfully implementing the strategies.
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