Evaluating Consumer Behavior and Marketing Strategies

The provided assignment evaluates consumer behavior and marketing strategies, focusing on store design, motive, idiosyncratic, and consumer perception. It also explores the impact of social media on customer purchasing decisions and the importance of process innovation in marketing. The document includes references to various books and journals, providing a detailed analysis of the topic.

Buyer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Shopping and purchase environment......................................................................................1
2. Perception................................................................................................................................2
3. Motivation and value...............................................................................................................3
4. Attitude....................................................................................................................................4
5. Decision making......................................................................................................................5
Recommendation.............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer behaviour is a process, when consumer buy, select and consume goods and
services for fulfilling their need and want. Behaviour of a person is dependent on different type
of different range from six year old child begging for chocolates to large corporation dealing on
computer system (Hogg, Askegaard and Solomon, 2006). This report is based on Vodafone,
which is located in the United Kingdom and provides telecommunication services Vodafone
owns and operate networks in 26 different countries and is in partnership network with 50
additional countries. On the other hand, fixed line telephone, digital television is products
(Arora, 2018). Further, it covered motivation of customer, decision making power of
organisation.
MAIN BODY
1. Shopping and purchase environment
In this context, organisation is focus on Store environment could affect sales outlet’
behaviours in several ways. Certain consequence of human being to situation may be learned or
hard-wired in the human brain. For illustration, for a store design in a racecourse form, store may
follow the path characterized by the layout with little idea or feeling awakened by the order.
There are purchasing department or consumer behaviours is play a most essential part and
increase the number of customer in market place. In the same way, purchase environment is
interface designing does not have any direct effect on the acquisition made.
Nevertheless, there seems to be an essential indirect effect. Our former results show that
the buying experience can be insignificantly enhanced with a map-type surface, and the
consequence of this study indicate a strong affirmation relationship betwixt the shopping
cognitive content, i.e. the level of user satisfaction, and the magnitude of acquisition made. On
the other side consumer behaviour is depended on decision and action that influencing the
purchasing behaviours of a consumer (Brown, 2018). Some other factor are as follows:-
 Economic condition: In economic condition is consumer spending decision are known to
be greatly influence by economic situation in market place.
 Personal preferences: - At the face-to-face level, user behaviour is influenced by different
spectacles of likes, dislikes, precedence, morals and belief.
The promotion material that are displayed on the store to influence the user conclusion at the
time consumer buy a trade good. Purchases environment is most essential part, at the time when
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customer enters into a shop to purchase a commodity. There are internal working environment
focused on each activity, which effects all development of market and consumer.
2. Perception
In this context, each and every consumer perception and prospective is most important
for every organisation. Consumer perception is applies the concept of perception of marketing
and advertisement (Chesbrough, 2017). It is related to how the consumer is humanity perceive
and procedure sensory stimuli through their five awareness, consumer perception pertains to how
individual for opinion about organisation and the ware they offer through the acquisition they
make. There are different factors due to which perception of buyers gets affected:
 Price: In order to make any type of purchases, there are certain preferences that are set.
When these do not fall under favourable circumstances, then it causes individuals to
change their decision. For example, when a person has planned of buying a phone
provided by Vodafone. During the finding it was identified that the price of the product
provided by other company is lower, then the person will prefer to purchase the product
from that company (Fotis, Buhalis and Rossides, 2012). This is not the case for all the
customer, there are people who may prefer to get products of high quality. However, it is
important for cited firm to make sure that preferences of customers are focused on in
appropriate manner.
 Motivation: - When need is identified, then customers focus on gathering information so
that appropriate product can be choose. There are certain motivational aspects developed
and are developed with the promotional strategies that are applied by the company. The
product that come in notice of customers is able to develop positive perception within
their mind. This boosts up their moral and make them to take purchase decision.
There are some method that can be focused on to increase the loyalty of the customer and
increase current market level. In addition, customer satisfaction and ensure loyalty among
customer.
Understand preferences of customer: There are frequent changes identified in relation
with the taste and preferences of customers (Davenport, 2013). It is important for the Vodafone
to make sure that appropriate steps are taken in which they carry out frequent research and
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survey so that need and requirement of service users can be identified. When these are identified,
then they can take up steps to fulfil customer’s preferences.
Suggestion from employees: Employees are the one who have direction interaction with
customer. They have proper understanding about the issues or problems faced by service users
(Arias, G 2017). When employees provided with the opportunity to share their views and
thought, then it boosts up the moral and develops feeling among workers that they are important
for the firm. With this respect, Vodafone should make employees get involved in decision
making and this way they will get motivated. They will put on their full efforts to perform their
set of roles in effective manner.
As per Hogg, Askegaard and Solomon, (2006) theory of planned behaviour plays vital
role to make a person develop positive perception within their mind. With this respect, this is a
theory that links one’s behaviour and beliefs. It is focused on subjective norms, perceived control
on behaviour in order to shape behavioural intentions. There are certain set expectations that
individuals have and when they purchases make them satisfied, then there is an behaviour form
is developed in which people know that making purchases of that particular product or services
make them satisfied.
3. Motivation and value
Motivation is one of the most important factor of organisation, to improve number of
customer and increase market share. Some various techniques is help to motivate some other
person and indefinite quantity overall market share. Motive is characterized as the impulsive
military unit within the idiosyncratic that force them to action. Idiosyncratic strive both
unconsciously and mind getting the amended of the stress they feel by addressing ask (Berman,
R 2017). The single inevitably and content are mutualist and needs cannot survive without
content. There are starring two kinds of inevitably within the single that is physiological needs
and mental demand. Physiologic needs are by and large identified by empty, thirsty, cold hot
etc. There are different type of motivational theories and models that can be used by companies
to make sure that they boost up the moral of employees. Vodafone make use of Maslow’s
hierarchy of need, this is an effective tool that enables the business to cover all the important
areas through which employees can be motivated.
On the different hand psychological need respect image, prestigiousness, status, societal
numerical quantity and self-esteems. User motivation stage-struck by the individualised
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relevancy and value because while any client mechanical phenomenon some product and employ
then they centring on their demand and demand. If establishment effectively realize their
inevitably and coloured commodity consequently then their value and relevance can heighten in
effectual and efficient mode. In the same way, increased motivation level of customer is help to
increase market demand. There are some different theory of motivation are as follows :-
 Maslow motivation theory- A explanation of the human psychological feature is usually
known as Maslow Power structure of needs nether which human being are actuated if
their necessarily and necessity are efficaciously satisfied (Blumentritt, 2018). It is very
important for the organization to understand the postulate of consumer in order to
conform to their necessarily and poverty regarding commodity and services. With
assistance of the following conception and theories user behaviour can realize. It is based
on the five part priority system such as safety, love, esteem, self actualisation,
physiological etc. In this theory, grouping are satisfied while their demand is effectively
fulfilled then they will motivate. Consumer are motivated to prioritize purchase toward
the base of the hierarchy. Vodafone uses psychological feature need theory for identify
and fulfil consumer ask.
In the case of Vodafone organisation, is it has with success appreciated the inevitably of the
client as it adjusted on the invention and creativeness. At the initial level it produces simple
wristbands with basic purpose. After occupied with custom-made on the societal media it has
found that consumer requirement (Bruhn, 2012). With the help of research work is find out that
increase market level and manage the work on time. In this way, online market offer will be
provided by organisation is motivate employees is indefinite quantity market share of
organisation.
4. Attitude
Organisation is to be focus on marketing communication is one of the most important
part in organisation. Vodafone organisation is focus on aims of marketing communication are as
follows ;
 To increase the number of customer in market.
 To help to motivate individual and terms to reach conman goal.
 To enable the company control its marketing plan.
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This three objective is help to increase the number of customer in market place. Merchandising
processes is business firm one focal point. Selling helps business firm to sells their commodity
and employment or experts. These phrases have more humanistic discipline significant behind
their beginning. And when linked with merchandising communicating for representative there is
an interconnected meaning as well, given that devour today are more cognisant than ever before.
Before crucial on any peculiar acquisition they set about a thorough mentality as to where the
idea of corp. Communicating links with them. Vodafone's selling human activity since its
subdivision in the Indian marketplace. It gives the scholar a briefing as to how Vodafone has
grown in the past few years - the alteration in communicating plan of action involved to pass on
the product; the integrated commerce communication theory that have Vodafone indefinite
quantity its consumer base considerably. To be increase the number of customer in market place.
There are some changes is made for long period and subject matter and commercialism subject
area is an integral part of selling.
It forms the financial institution of creating trenchant marketing course of study that in
turn helps create positive merchandise perceptual experience in the minds of the customers. It
also helps the student understand the role of customizing the marketing communicating
according to the mark audience and the grandness of integrating advertising with not only the
message activities but also other newer forms of selling subject country.
The fewest essential challenger of Vodafone are delineated by Orange and Cosmote. In
this context, modulate in the business concern field find out this establishment to furnish similar
commodity and services, at similar monetary value. Hence, it is essential that Vodafone direction
on its communication theory strategy in order to fortify its place on the securities' industry. The
accumulated business relation in most business organization fields definite quantity that
companies evolve flexible plan of action that are able to computer address the changing
conditions of the state of affairs. The same state of affairs applies to the telecom commercial
enterprise. Vodafone is one of the about crucial performer on the European communicate
securities industry.
5. Decision making
Vodafone's mercantilism accusative in the UK is to sustenance social class position on
revenue per consumer, network upper-class and consumer atonement. Vodafone's plan of action
is customer convergent and production led for this function the organisation is continually
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underdeveloped new commodity and work which utilize the beforehand technologies. With the
help of research work is find that increase the number of customer and take new decision and
increase number of customer (Carrigan, 2018). On the other hand, Marketing plan of action plays
a vital role in the evolution of corporate scheme which has direct afraid to fulfil customised
economic process and privation and expeditiously group meeting their necessitate. Selling plan
of action is also assisted full in the improvement of business concern. Marketing mix of the
Vodafone is the prizewinning way to inform about the contrasting monetary value unsatisfactory
which are common sensible foe every one. Promotional material of the Vodafone Formation
gives shape a successful plan of action. Different products of the Vodafone are reliable because
of their choice and brands. Vodafone stores are located on those spot which custom-made can
access easy at the instance of need (Chan and Guillet, 2011). To be take decision as per the need
of current market value and manage the growth rate of organisation.
Recommendation
The abstract thought has shown that Vodafone presently have a weak mercantilism plan
of action, mostly in position of its advertising. Based on people marketing theory and the
sociology which Vodafone targets as its main custom-made, the testimonial is that they invest in
a famous person endorsed crusade. This will fit in with Vodafone's slogan 'Power to you!' which
will be increased by a global persona advertisement their services, in improver to devising their
own brand French telephone amended known.
On the other hand, Vodafone utilization part of its beginning for the Vodafone Relation,
hence a quotient can be in use in such RJVs as it heighten brand image, it fits in with the
sociological factors of the external analysis and by doing so they would apply a global plan of
action which recognize the significance of local concerns and cultural and legal involve. In the
same way, Vodafone can use their own-brand, reduced monetary value smart language unit. This
plan of action could lower the investment funds required, lower operational costs and would
indefinite quantity the amount of users. This plan of action can be enforced by supply solar
panels to supply the WiFi communication system and offer a accidental to make the airborne
build out 'green', which also fits in with Vodafone's property goals. Potential hazard are large
magnitude spent in the system build-up with low gross as a consequence.
All the same, there are silent fields in which they can meliorate and plan of action which
they can utilise to further modification their revenue; compound their brand and public internal
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representation and further actuation and variety their own-brand telephone set a threat to their
request. It is clear from the investigating that even though Vodafone are engineering forward in
footing of the work they supply, they nevertheless lack invention in their telephone industry. By
instrumentality the above praise there is possible for them to advance their hand-sets and become
more competitor every last.
CONCLUSION
Form the above report is focus on store design in a racecourse form, store may follow the
path characterized by the layout with little idea or feeling awakened by the order. There are
purchasing department or consumer behaviours is play a most essential part and increase the
number of customer in market place. As per the above report is focus on Motive is characterized
as the impulsive military unit within the idiosyncratic that force them to action. Idiosyncratic
strive both unconsciously and mind getting the amended of the stress they feel by addressing ask.
From the above report is focus on consumer is humanity perceive and procedure sensory stimuli
through their five awareness, consumer perception pertains to how individual for opinion about
organisation and the ware they offer through the acquisition they make.
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REFERENCES
Books and journals
Arora, A., 2018. The market for technology. Handbook of the Economics of Innovation. 1.
pp.641-678.
Brown, T., 2018. Design thinking. Harvard business review. 86(6). pp. 84.
Chesbrough, H., 2017. Open innovation: a new paradigm for understanding industrial
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Chesbrough, H., 2017. Business model innovation: opportunities and barriers.Long range
planning. 43(2). pp.354-363.
Davenport, T. H., 2013. Process innovation: reengineering work through information
technology. Harvard Business Press.
Arias, G., 2017. Postmodern approaches in business-to-business marketing and marketing
research. Journal of Business & Industrial Marketing. 16(1). pp. 7 –20.
Berman, R., 2017. The role of search engine optimization in search marketing. Marketing
Science. 32(4). pp. 644-651.
Blumentritt, T., 2018. Integrating strategic management and budgeting. Journal of Business
Strategy. 27(6). pp. 73–79.
Bruhn, Manfred., 2012. Are social media replacing traditional media in terms of brand equity
creation?. Management Research Review. 35(9). pp. 770-790.
Carrigan, M., 2005. Ethics And International Marketing: Research Background And Challenges.
Emerald Group Publishing.
Chan, N. L. and Guillet, B. D., 2011. Investigation of social media marketing: how does the hotel
industry in Hong Kong perform in marketing on social media websites?. Journal of
Travel & Tourism Marketing, 28(4), pp.345-368.
Czinkota, M., 2012. International Marketing. 10th ed. Cengage Learning.
Dinan, 2000. Social marketing and sustainable tourism—Is there a match?. International Journal
of Tourism Research. 2(1). pp. 1-14.
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Draganska, M., 2014. Internet Versus Television Advertising: A Brand-Building
Comparison. Journal of Marketing Research. 51(5). pp. 578-590.
Fotis, J., Buhalis, D. and Rossides, N., 2012. Social media use and impact during the holiday
travel planning process (pp. 13-24). Springer-Verlag.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Hogg, M., Askegaard, S. and Solomon, M., 2006. Consumer behaviour: a European perspective.
Prentice Hall.
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