Essays on Consumer Behaviour, Need Recognition and Problem Awareness Coursework

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The paper "Consumer Behaviour, Need Recognition and Problem Awareness" is a great example of marketing coursework. The customer profile is either analysed demographically or it can be behavioural. It is essential for marketers to identify these differences and categorise their target customers into one of the named profile. Most marketers are confused on this issue as they have failed to know the exact kinds of customers’ profile. In reality, there are only two kinds of customer profiles. These comprised of demographic and behavioural. Customers with families i. e. a customer who is married with kids and he or she falls under the category of consumers with high incomes are under the category of demographic.

Researchers have found out that these customers read Time magazine and this means that they are well informed concerning the products that they normally buy or plan to buy. The other kind of customer profile is that customer who visits the site on a daily basis and can sometimes miss visiting the site. This kind of customers falls under the category of behavioural. Marketers have been having a problem when making a decision on the profile to serve. According to Funk (2008), both profiles are very important though it will depend on the kind of marketing activities.

For example, the consumer profile (demographics) defines the market for advertisement. This will benefit the marketers who are carrying out marketing activities by means of advertisement. The marketers will be in apposition to mention all the qualities the customer is looking for in the product. When the marketer has identified the consumer profile (demographics), it will be easier to influence the customers to purchase products in the market and finally, this will increase the revenue due to high profit which will be realised as a result of serving many customers in the market. The second profile is also important because it deals with the behaviour of the customer after experiencing the product purchased.

This will be dealt with accordingly under post-purchase evaluation - cognitive dissonance which falls under the last stages of the decision-making process. Between the two customer profiles, the second profile is very important as compared to the first one because it explores the action of the customer and the customer’ s behaviour.

Furthermore, the second profile is essential for business safety because it determines whether the customer will come back or not. In addition to this, it will answer the question such as “ will they visit again? ” Or “ will the customer repurchase the product in future? ” Answers to these questions can be obtained by looking at behaviour of the customer. All these must be considered to ensure a long term relationship with the customers and also to create customer loyalty. Recently, I underwent a high involving consumer decision when I was buying a laptop.

I bought my laptop from one of the leading computer dealers in the world. The company is called Hewlett-Packard Development Company (HP). The company sell its product expensively because they want to maintain their positive perception of their customer. The company sell their computers at a higher price so as to indicate the quality of its product. Many customers in the market believe that “ cheap is expensive” . This belief has turned many customers to prefer expensive computers in the market.

The company maintained the customers’ profile so that they can develop appealing advertisement to these customers in the market.

References

Funk, D. C. (2008). Consumer behaviour in sport and events: marketing action. Butterworth-

Heinemann.

Usunier, J. C. 2009. Marketing Across Cultures. Prentice Hall

Maclaran, P. 2009. Contemporary Issues in Marketing and Consumer Behaviour. Butterworth-Heinemann

Council of Europe, 2009. Rethinking Consumer Behavior for the Well-Being of All - Reflections on Individual Consumer Responsibility (2009). Council of Europe

Dubois B., (2000) Understanding the consumer, Pearson Education.

Hollensen, S. (2009). Essentials of Global Marketing. Pearson Education,

Pennanen, K. 2008. The initial stages of consumer trust building in e-commerce: a study of Finnish consumers. University of Vaasa

Reid, R. D. 2009. Hospitality Marketing Management. John Wiley and Sons,

Longenecker, J. G. 2009. Launching entrepreneurship. Cengage Learning

Saxena, 2002. Marketing Management. Tata McGraw-Hill

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