This text gives an overview on consumer behavior and the subsequent marketing strategies that can be developed.
We can say that consumer behavior plays an important role in the field of choosing, buying, and using the product. There are many definitions of consumer behavior. As given in a book published by sage publication “Consumer behavior is the activities people undertake when obtaining, consuming and disposing of products and services (Blackwell et al., 2001)”. This definition is widely used mostly everywhere.
Consumer behavior doesn’t mean that it’s just about how consumer behavior while buying a product or services its more about the steps that consumer and his/her mind will go through before purchasing any product, the psychological factors plays a vital in the selection of the steps and the product or services that can include, the attitude and the thought process of the consumer getting effected by his background where is he/she is coming from, the environment around the consumer also affects the decision making power.
Table of Contents
- Introduction
- Identification of psychological influences used in a product including packing and labeling
- Identifying of psychological influences used in an advertisement
- Identification of the psychological use in the context of a retail store
- Conclusion
- References
Objectives and Key Themes
The main objective of this work is to explore the role of consumer behavior in marketing strategy, focusing on the influence of psychological factors in three key areas: product packaging and labeling, advertising, and retail environment. The work aims to demonstrate how these marketing stimuli can be utilized to effectively influence consumer decision-making.
- Psychological influences on consumer behavior
- Marketing stimuli and their impact on consumer perceptions
- The role of packaging and labeling in shaping consumer perceptions
- The use of advertising to influence consumer choices
- The impact of retail environments on consumer decision-making
Chapter Summaries
- Introduction: This chapter introduces the concept of consumer behavior and its importance in the marketing process. It outlines the five key steps of consumer behavior: need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior.
- Identification of psychological influences used in a product including packing and labeling: This chapter examines the role of packaging and labeling in shaping consumer perceptions. It uses Pears soap as an example to illustrate how specific design elements, such as color, shape, and typography, can influence consumer perceptions and create a desired brand image. The chapter also discusses the importance of communicating key product features through packaging and labeling.
- Identifying of psychological influences used in an advertisement: This chapter explores the use of advertising to influence consumer choices. It analyzes the advertising campaign of Amul, a popular Indian brand, and examines how the brand has effectively used advertising to create a strong connection with consumers. The chapter highlights the importance of consistency, creativity, and emotional appeal in advertising campaigns.
- Identification of the psychological use in the context of a retail store: This chapter discusses the impact of retail environments on consumer decision-making. It uses Big Bazaar, a leading retail store chain in India, as an example to illustrate how factors such as store layout, product placement, and promotional offers can influence consumer shopping behavior. The chapter emphasizes the importance of creating an appealing and convenient shopping experience.
Keywords
The key focus topics of this work are consumer behavior, marketing strategy, psychological influences, product packaging, labeling, advertising, retail environments, consumer perceptions, and brand image. The work explores the intersection of these concepts to demonstrate how marketers can effectively leverage psychological factors to influence consumer decision-making and achieve marketing objectives.
- Quote paper
- Ravi Kumar (Author), 2014, Consumer Behavior. The role of Consumer Behavior in marketing strategy in the 3 marketing stimuli, Munich, GRIN Verlag, https://www.grin.com/document/337125
