Customers search consciously for products but they also search much more unconsciously for products and services to satisfy their needs. In many cases, however, it is not the targeted rational purchase, but the marketing, which encourages the customer to buy.
Successful marketing, however, presupposes that providers of goods or services know exactly the background of the purchasing behaviour, the current or latent needs of their customers and the current trends in purchasing behaviour. Only then, can a successful marketing model be developed from a mix of marketing tools.
For this reason, consumer behaviour research is of great importance.
Table of Contents
1. Analysis of the Relationships between Consumer Behaviour and the Application of an optimal Marketing Mix
1.1 Introduction
1.2 Principles of Buyer and Consumer Behaviour and those Responsible for Purchasing Decisions
1.3 Determination of Consumer Behaviour
1.4 Influence of the Functioning of the Human Information Processing Procedure
1.5 Other Determinants
2. Influence of New Trends in Consumer Behaviour and Consideration of Consumer Groups
2.1 Preview
2.2 Definition of New Consumer Images
3. Consideration of the Product Decision-Making Process
3.1 Unconscious Buying Behaviour
3.2 Impact of Involvement on Advertising Media
3.3 Application of Marketing Measures For Low-Involvement Customers
3.4 Outlook
4. The Design of the Marketing Mix
4.1 Definition: the Marketing Mix
4.2 Marketing Mix Planning
4.3 The Goal of Marketing Mix Planning
4.4 Implementation of Marketing Mix Planning in Practice
4.5 Marketing Controls
4.6 Case Study of a Gastronomy Restaurant
Objectives and Core Topics
This work explores the critical interplay between understanding consumer behaviour and the strategic application of the marketing mix to achieve optimal business results. It examines how consumer psychology, information processing, and emerging trends necessitate a tailored marketing approach to effectively influence decision-making processes.
- Analysis of consumer decision-making models (Black-Box vs. Behavioral).
- The impact of "Involvement" on consumer engagement and advertising effectiveness.
- Strategic design and planning of the marketing mix (4Ps) in dynamic business environments.
- Practical application of the "Dominance Standard Model" in marketing implementation.
- Real-world evaluation through a comprehensive case study in the gastronomy sector.
Excerpt from the Book
1.2 Principles of Buyer and Consumer Behaviour and those Responsible for Purchasing Decisions
Buyer behaviour includes, but is not limited to, the behaviour of buyers in the purchase, purchasing and consumption of economic goods or services.
General buyers of purchase decisions can be divided into two categories (individual or groups):
• Organisations / companies or companies
• Government institutions
• Private persons
It should be emphasized that the basic differences between organizational and private buyer behaviour are based on different explanatory approaches.
On one hand, it is about the behaviour of buyers that affects both organizations and end users. On the other hand, the clearly narrower consumer behaviour, which exclusively describes the behaviour of end-use consumers in the purchase and consumption of economic goods or services.
Although, overall economic importance is attributed to organic purchasing behavior, consumer behavior is usually the focus of buyer behavior research. This holds true also in this elaboration. This should not only be related to the act of buying, itself, but also to the entire purchasing decision-making process.
Summary of Chapters
1. Analysis of the Relationships between Consumer Behaviour and the Application of an optimal Marketing Mix: Defines the core importance of consumer research and distinguishes between different buyer categories and their underlying decision-making models.
2. Influence of New Trends in Consumer Behaviour and Consideration of Consumer Groups: Examines modern consumption patterns such as "Hybrid consumers" and classifies seven distinct consumer groups based on time and financial resources.
3. Consideration of the Product Decision-Making Process: Investigates the role of unconscious stimuli and how marketing measures must be adapted to address "Low-Involvement" versus "High-Involvement" customer segments.
4. The Design of the Marketing Mix: Discusses the strategic planning and implementation of marketing tools, including the "Dominance Standard Model," and provides a detailed case study of a gastronomy business.
Keywords
Consumer Behaviour, Marketing Mix, 4Ps, Involvement, Information Processing, Marketing Planning, Decision-Making Process, Dominance Standard Model, Hybrid Consumers, Gastronomy Marketing, Purchasing Decisions, Brand Evaluation, Customer Engagement, Strategic Marketing, Consumer Research.
Frequently Asked Questions
What is the core focus of this research?
This work explores the fundamental relationships between consumer behaviour and the strategic application of the marketing mix, emphasizing how psychological factors influence the effectiveness of marketing tools.
What are the primary themes addressed in the text?
The main themes include buyer behaviour principles, information processing, the impact of involvement on consumer engagement, and the practical planning of a marketing mix within business operations.
What is the primary objective of the study?
The primary goal is to provide a theoretical and practical framework for developing an "optimal" marketing mix that effectively aligns with diverse consumer needs and behavioural trends.
Which scientific methods are utilized?
The study utilizes a combination of literature-based analysis of consumer behaviour theories and a descriptive case study method to validate the application of marketing strategies in a real-world scenario.
What does the main body of the work cover?
The main body moves from theoretical foundations of consumer psychology and decision-making to the strategic design of marketing instruments and their implementation via models like the "Dominance Standard Model."
Which keywords best characterize the work?
The work is best characterized by terms such as Consumer Behaviour, Marketing Mix, 4Ps, Involvement, Strategic Marketing, and Consumer Decision-Making.
How does the "Dominance Standard Model" work in practice?
The model categorizes marketing instruments into four tiers—Standard, Dominant, Complementary, and Marginal tools—allowing businesses to prioritize resources based on the specific impact and necessity of each tool for campaign success.
What are the specific service-sector adaptations mentioned in the case study?
Beyond the classic 4Ps, the case study highlights the importance of People, Processes, and Physical facilities, as these are critical for the success of services in the gastronomy sector.
- Quote paper
- Dipl.-Ing. Dipl.-Wirt.Ing. Siamak Hadifar (Author), 2017, Analysis of the Relation between Consumer Behaviour and Applying of the Marketing Mix, Munich, GRIN Verlag, https://www.grin.com/document/368209
