Necessary Information about Clients for Business Marketer - Assignment Example

The most essential grounds of a person’s desires and behavior are cultures. In order to discover new products that might be desired, marketers should be constantly on the lookout for cultural changes. For example, the cultural swing towards greater anxiety about health and fitness has produced a huge industry for health and fitness services and outfits, organic foods and an assortment of diets. The change towards casualness has resulted in more demand for casual clothing and simpler home furnishing.

Culture is the behavior, beliefs and, mostly, the way we act which is influenced by interacting or observing other members of society. Therefore a lot of what we do is common activities, passed along from one member of society to another and these social factors influence a buyer’s preferences as well. Product and brand choices are strongly shaped by a person’s reference groups, family, social organizations, and professional associations. Other factors that influence a buyer’s decision are the buyer’s age, life cycle stage, occupation, economic circumstances, lifestyle, personality, and other personal characteristics.

It is vital for marketers to recognize that customers make buying decisions to maintain their self-conception. Marketers may get insight into products and promotion options that are not readily apparent, by means of research techniques to recognize how customers view them. For example, when investigating purchasers a marketer may at first build marketing strategy around more noticeable clues to consumer behavior, such as consumer’s demographic indicators (e.g., age, occupation, income).

However, in-depth research can provide information that indicates that consumers are buying products to accomplish self-concept objectives that does not have much to do with the demographic category they fall into (e.g., a senior citizen may be making purchases that make them feel younger).