DEStech Transactions on Economics

Running Head : CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author Note

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Introduction
The marketing strategies are extremely important since there is a comprehensive plan
which is formulated specifically in order to achieve some marketing objectives of the
organization. It also provides a specific blueprint in order to attain such marketing objectives.
This is the establishment of a block of the marketing plan and well-designed after conducting a
detailed research of the market. The marketing techniques and the strategies help an organization
to establish the resources on the best opportunities in order to increase the sales. It is usually
done by selecting a specific target market having gathered the marketing mix. However, any
marketing strategy is closely connected with the satisfaction of the consumers and the purchasing
demand of their business (Bellini, Cardinali and Grandi 2016). The customer satisfaction is the
measurement which determines the level of satisfaction of the customers which can be
understood through the ratings, the surveys for improving or changing the services and products.
It has been found that their purchasing demands are dependent on different factors but the most
important factors are the economic stability, the need of the product/service, the environment and
others. In this essay I will reflect on the different approaches needed to satisfy customers the
business purchasing demands. It will be followed by the analysis of a range of marketing and the
sales techniques which can be utilized in order to attract the purchasers.
Discussion
It has been found that on a global level, there is plenty of the organizations offering
something to the customers having abundant variety of the products and the services. Therefore,
the customers find a lot of options in the market not depending on a particular brand. The
enhanced competition in the market has led the organizations to adopt different measures and
attract the purchasers (Bhatt and Bhatt 2015). The firms are in the rush of upgrading the

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transparency, the quality and the integrity in order to retain and acquire the customers. The
customers are always in search of affordable prices, good quality product with better benefits.
Therefore, the firms are focused on the target customers, the market segmentations to understand
the demands of the customers.
I believe, every organization should care about the satisfaction of the customers. The
High-standard services of the customers can win the hearts of the clients and make other quite
recognizable with the target group. These days, when the social media plays a significant role in
the decision making, it becomes crucial to observe the quality level of the customer services.
The customers are important assets of an organization and a loyal customer is kind of a treasure
ne must keep and hide from the whole world. The loyal customers are 10 times more
contributors than their first purchase. Some of the findings also show that acquiring a new
customer is more expensive than retaining the current one. The science of marketing shows that
the customers can easily change the brand they love and it is sometimes accentuated by poor
customer service. The customer satisfaction cannot be gained forever and for this, the attention
paid towards them should be modified with different approaches (Black and Alexander 2016).
Each and every need of the customers should be considered and focused on in order to stay
rewarded with their loyalty.
From the perspective of sales, the customers can be segmented founded on the position
they have in the sales funnel. The segmentation of the customers is extremely necessary to
attract the customers and gain the competitive advantage in the market. The customers can be
segmented through various means such as the potential customers, the new customers, the
discount customers, the loyal customers, the impulsive customers and may others .

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As per my observation, the potential customers stay at the beginning of the sales funnel
and they should be given the complete treatment. The potential customers need the nurturing
and the warming up before taking a buying decisions. The spark of interest can be used for to
make the potential customers turn into the paying customers. The should be shown the value of
the products and one can capitalize on the customer’s interest through showing clearly the value.
It can be done through pointing the customers towards a resource or the case study to strengthen
the customers’ interest. The firm ensure that they have reveled themselves to the potential
customers properly so that they understand and appreciate the efforts. On other hand, there are
the Discount customers. The discount customers are those type who see the value in the product
but stay away from buying at a full price. They wait for the discount offers to purchase most of
their products. They look for some extra information on a particular product and buy. These
types of customers are difficult to retain once the offer runs out. These customers are retained
when they are driven by excellent customer service too apart from the discounts. An added
value should be provided to them which will make them think twice before brand switching
(Djafarova and Rushworth 2017). They should be explained properly about the deal with giving
all the necessary details of the deal having avoided any type of confusion. In order to ensure that
this types of customers are retained, a firm needs to think and go beyond the offering of the
initial time.
The personalization can be considered as most effective method through which the firms
can easily retain the old customers and attract the new ones. It is found that almost 60% of the
customers who have experienced this method have admitted that the personalization has a huge
impact on the purchasing decisions of themselves. However, it is also notable that most of the
marketers have identified some significant improvements in their own business along with the

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personalization. The customer segmentation is based undoubtedly on the interests, the needs, the
preferences and the habits. Many of the marketers have a significantly long way to know all of
the customers. The customer segmentation can help an organization in many ways. It can help in
developing the more focused strategies for retaining the customers. Taken for example, a firm
can identify the top-level paying customers and at the same time create some exclusive offers for
them. They can also re-engage some people who have not purchased some products in a good
while. The customer segmentation can also help in providing a superior customer experience.
Different customer segments can be created founded on the individual preferences and the
communication should also be tailed according to that. The simple efforts such as the discounts,
the product recommendations and the reminders about their wish lists can help to make a huge
difference. Moreover, the marketing messages that are sent to the customer segmentations have
also shown good results (Kumar and Ghodeswar 2015). When, there is a properly defined
customer segment founded on some of the common attributes, better results can be seen from the
marketing results. Taken for example, a segmentation that is based on the consumer lifecycle can
be helpful in sending the right type of messages which matter the most for them. When a
customer segment is made on the basis of the social channels, the organization can engage with
them in the right time and place.
There are various strategies and techniques to keep the customers attracted towards the
business and satisfy them upto greater extent. Firstly, the delivery of the product at the right time
and the right place is important for the customers. The firms can offer a particular delivery
service of the products having ensured that the time –balance is properly maintained. In certain
cases of delay, the customers should be informed about the cause immediately. After the
completion of the delivery, they should be called once to check whether the order is alright or

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not. The Feedbacks are extremely important to retain any segment of the customers. After the
selling of one particular product, the customers should be interacted to know whether they are
satisfied or not. It will be helpful to reveal their satisfaction either positive or negative (Ozkan-
Pir and Karaduman 2017). The gaps can be identified in this manner and focused on in the next
order. The discount loving customers should be greeted with new and some special offers. They
can be kept in the loops to receive some regular updates and new products. This will lead them to
get driven by the exciting offers and they will proceed towards buying the products. The social
media sites, the newsletters or the personal meetings can be used to interact with the customers
on a regular basis. The firms can further use the gifts to surprise the customers that will add
some extra value to their interests. The token of appreciation will create a good expression
among the customers. The can be prepared a list of the frequent purchases of the customers and
then interacted.
There are some metrics too based on which the customer satisfaction level can be
understood and improved likewise. Firstly, the average response rate can be measured to
understand their level of satisfaction. The response time plays an extremely significant role in the
customer satisfaction. The follow up time of the customer query or issue, provides an overview
of how much the customers can be satisfied (Thürridl and Kamleitner 2015).It is important to
ensure that the customer queries are treated with highest priority and at the same time quality
service is provided to them to keep them happy and satisfied. The communication outlets should
be concentrated on and the organization should be always willing to answer any question that the
customer asks.
On the other hand, the response time over the phone should be three minutes to the
maximum. The customers feel happy and appreciate the fast customer service and resolving of

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their queries. The customer referrals are another method to measure the level of customer
satisfaction. The best customers are those who are the best salesperson too. Once they buy a
specific product and become satisfied, they refer that to their coworkers, the family and the
friends. A huge range of customer referrals show that there is high customer satisfaction. When
the customers are not telling their friends and family about the specific product, it shows that
they are less happy about the product (ZHANG and SUN 2017). In this situation, the form
should affiliate or refer-a-friend program of incentives being a very powerful tool which the
marketers are using. The reward systems will increase the level of satisfaction and also provide
some of the most valuable insights. Additionally, a detailed tracking of the customer referrals,
these programs help on the showing why people do/do not recommend the business.
Again, the measurement of the repeat purchases can help in measuring the level of
customer retention. It reveals how much a customer can stay subscribed to the service of a
specific brand. Some people will straightaway describe the reason of their dissatisfaction on a
product whereas another group of the customers will reveal how much happy they have been
after buying the product. More elaborately, the inbound marketing can be used for keeping the
satisfied customers for a long time (Djafarova and Rushworth 2017). The inbounds are usually
designed to keep the customers happy by the inbound marketing and the way these strategies can
be implemented in the business. The purchasers can be attracted through creation of the customer
–focused content. This helps in presenting some attractive and refreshed content in the most
effective manner.
Conclusion
Therefore, it can be said that the decision making factors can be shaped and they can be
motivated to buy a specific product. They can be educated about the updates of the products,

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their issues should be addressed and they should be shown some of the hidden features of a
specific products. On a concluding note , I would like to say that the marketing strategies and
the techniques should be used properly by the firms since there has been extremely tough
competition in the market and every organization is in the rush to gain the competitive advantage
in the market.
Reference
Bellini, S., Cardinali, M.G. and Grandi, B., 2016. Does shopping preparation influence consumer
buying decisions. International Business Research, 9(10), p.201.
Bhatt, R. and Bhatt, K., 2015. Analyzing Psychographic Factors Affecting Green Purchase
Intention. Journal of Contemporary Research in Management, 10(1), p.45.
Black, A. and Alexander, E.C., 2016. An Exploration into Emotional Tracking to Determine
Consumer Emotional Responses: What do Consumers Think?.
Djafarova, E. and Rushworth, C., 2017. Exploring the credibility of online celebrities' Instagram
profiles in influencing the purchase decisions of young female users. Computers in Human
Behavior, 68, pp.1-7.
Kumar, P. and Ghodeswar, B.M., 2015. Factors affecting consumers’ green product purchase
decisions. Marketing Intelligence & Planning, 33(3), pp.330-347.
Ozkan-Pir, E. and Karaduman, İ., 2017. Environmental consciousness, environmental education,
conspicuous consumption and re-buying decisions on network marketing in Turkey. Eurasia
Journal of Mathematics, Science and Technology Education, 13(8), pp.5531-5542.

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Thürridl, C. and Kamleitner, B., 2015. Empowered: The psychological effect of empowerment
messages on consumers’ behavioral intentions in crowdfunding. Age, 1000, pp.25-30.
ZHANG, J.L. and SUN, Y.J., 2017. Critical Review on Consumer Behavior Research. DEStech
Transactions on Economics, Business and Management, (icem).