Consumer Behavior

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Consumer Behavior Paper

Marketing is the managed development where services and goods flow from concept to the

consumer. In business terms marketing is concerned with fulfilling the consumer’s wants and needs.

To determine these wants and needs consumer behavior must be analyzed and determined. Using

the 4P’s of marketing determinants which are product, price, place, and promotion can promote a

successful launch of a product. Within this paper consumer behavior as it correlates with marketing

will be described. A recent purchase will be divulged along with a description of how the 4P’s of

marketing affected the writer’s acquisition choice.

Marketing’s aim is to direct and form consumer behavior. According to the authors of, “Consumer

Behavior. Building Marketing Strategy” consumer behavior is “ the study of individuals, groups, and

organizations and the processes they use to select, secure, use, and dispose of products, services,

experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer

and society(Hawkins, 2007).” Consumer behavior is an intricate part of marketing. Without it

marketing would not be whole. Some consumer behaviors are deeply rooted such as external

presences such as the consumer’s culture, home life, demographics, and social status. Other

internal factors such as emotions, attitudes, perceptions, memories, and learning are moldable
 attributes that have the capacity to sway in another direction. When a business forms a marketing

strategy they gather pertinent information concerning these consumer behaviors to meet the target

market need set. Getting to know the customer involves appreciating those behavioral principles that

bring forth their spending manners. A firm marketing strategy examines consumer behavior. This

includes current and past experiences and acquisitions. Purchasing trends can describe a lot about

consumer behavior. The marketing strategy must enact many types of research to better know

consumer behavior.Use of the internet, focus groups, questionnaires, logic, intuition, depth

interviews, and product concept tests can probe into consumer behaviors and create a more

satisfying product.

A company must ask itself, how will we construe the message and what avenue will we

choose to get the message to the target consumer? Also, what is going to trigger a positive

consumer decision process leading to acquisition of the product and continual satiation? Depending

on what appeals to the certain consumer and their lifestyle, many marketing devices can be

initialized. If the consumer craves convenience, agility, affordability, or highly aesthetic qualities a car

company may appeal to the consumer through television advertisements and magazine

advertisements so that the product is presented visually. Continual change according to consumer

behaviors is sometimes necessary throughout the product life cycle. In some circumstances

consumer behavior may state that the product remain the same. The overall goal is to advance

customer satisfaction and maintaining a customer is far easier than acquiring a new one. Maintaining

customer satisfaction entails a supreme knowledge of consumer behavior.

Analyzing competition must be touched upon during the marketing strategy. It is a good business

practice to determine the competitor’s strengths and weaknesses to make necessary changes to the

business’s product for it to remain viable. Many consumers are interested in seeking out the bigger

better deal. Staying abreast and contemplating consumer wants and needs every step of the way

will promote a successful product. Understanding consumer behavior is a competitive advantage

over companies that do not discern consumer behaviors. The following chart contains the process

of producing a fulfilled consumer.

 Our Whole
Good
Customers
Assessment
Competitors
Whole
Good

Melissa is very concerned about the health of her children. Customary to children her children are

not so concerned. In her family the children’s wants vary significantly from Melissa’s wants.Recently,

Melissa children asked for some “Cheetos” (cheese flavored puffed snacks).“Cheetos” were very

mainstream and easily obtainable. They can be found at nearly every grocery outlet, gas station, and

drug store. The “Cheetos” manufacturer promotes the product consistently and gears their

promotions towards adolescents via television, radio, and magazine advertisements. Melissa’s

children were interested in getting the very popular regular “Cheetos” that probably appeal to them

because of the cartoon like character “Chester the Cheetah” in their advertisements. Melissa as a

responsible consumer read the product label information required by NLEA (Nutritional Labeling and

Education Act) on the packaging. Melissa saw that there was a high amount of fat in the traditional

“Cheetos”. Melissa was able to satisfy her wants and her children’s wants at the same time by

purchasing baked “Cheetos” instead. The baked “Cheetos” were a bit more expensive than the

regular “Cheetos” but were well worth the cost to provide a healthier snack to the children.

When strategizing a marketing plan considering consumer behavior is of paramount importance.

Consumer behavior is apparent in everyday life on a constant basis.Marketers have a huge

responsibility to act ethically when promoting their services and or products. Consumer behavior and

marketing can exacerbate or lighten social problems such as smoking cigarettes, abusing drugs, or

drinking alcohol in excess. Also, the 4P’s of marketing are evident in everyday life; product, price,

promotion, and place are a part every purchasing decision made.

References
Hawkins, D. I., Best, R. J., & Coney, K. A. (2007). Consumer behavior: Building marketing strategy.

University of Phoenix custom e-book.

Business dictionary.com. (2009). Marketing. Retrieved from

http://www.businessdictionary.com/definition/marketing.html