Consumer Behaviour - Commercial Marketing Report

The report discusses the internal factors that influence customer buying patterns and various marketing strategies used by Bulb energy Ltd to target a high amount of customers. It sheds light on the company overview, internal influencing factors on consumer behaviour, and current marketing strategies. The report also presents three sound marketing recommendations for implementation.

CONSUMER
BEHAVIOUR

TABLE OF CONTENT
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Company overview .....................................................................................................................4
Elaborating Internal influencing factors on consumer and applying them to purchase of the
eco-friendly product and various strategies of company.............................................................5
Exploring the various current marketing strategies of company.................................................6
Presenting three sound marketing recommendations for implementation...................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

EXECUTIVE SUMMARY
The present scenario of this report shed light on Bulb energy Ltd internal factors that influence
customer buying pattern and various marketing strategies that are made to target
high amount of customer in order to set new objectives and decision-making these
factors helps in overcome the obstacle. Furthermore, it has been discussed the
sound marketing and brief statement of recommendations. Afterwards justification
for each recommendation from previous statements has been considered and lastly,
the implementation of strategies by company.

INTRODUCTION
Consumer behaviour is related to decisions made by customer in which different types of
goods and services purchase by individual in order to satisfy their need and wants. Consumer
behaviour is significant for business aspect as firm need to target high amount of customer and
sell goods and services to them. It has various kind of features such as cultural, social, personal
and psychological. Furthermore, the consumer behaviour process helps in assisting marketer to
understand the behaviour pattern and target customer. In order to elaborate the concept in detail,
Bulb energy Ltd has been chosen which influence UK market. Company works in Taxes, Spain
and France.
This current report will elaborate information regarding recent sales, market share and
market segment. The research will shed light on internal factors on consumer behaviour such as
their needs and motivation, personality, perception, learning and self-concept that will helps in
understanding the buying pattern of customer. Furthermore, it will elaborate three sound
marketing recommendations for client to implement.
MAIN BODY
Company overview
Bulb energy Ltd is UK's 7th biggest energy supplier and has huge renewable energy. It is
one of the best company in UK which achieved their goal in terms of success or growth. In
addition, they supply 100% renewal energy and rest 10% green house gas. The company uses
solar power 24% and wind power 73% (Mufidah and et.al., 2018). In 2019, bulb energy overall
turnover 823.3 million British pound and has 1,130,000 customers (Tung and et.al., 2017). It has
great business network in French, Spanish and Texan. Market segmentation is method that helps
in dividing the target among different groups which will lead to success of company in several
ways. Bulb energy Ltd has 5% domestic shares (Chin and et.al., 2018). Basically Bulb energy
Ltd target the audience which belong to different social background, and they provide quality
brand in low prices such as a middle-class can afford this brand that is why it is highly emerging
brand in UK.
Furthermore, they provide LEDs that helps in consuming energy in a small amount that
attracts and target a large amount of new customer. The rating of firm is 4.5 out of 5 at digital
platform and 60000 reviews which is great that customers are loyal and this will help company to

understand the demand of customer and resolve their obstacle (Nguyen and et.al., 2020). The
company basic objective is to targeting more customers as the company has several features on
their products like it has speciality such as it can help in decreasing electricity bulb and reducing
carbon emission.
Segmentation table
Basis Description
Geographic The bulb energy ltd increasing their supply day
by day in different countries such as united
kingdom, texas, spain and france. It has 70
compact companies in different coutries and
has huge supplier in UK.
Behavioural The most of the customers attracted by the
product low price that middle-class person can
afford this product as well as it is energy
conserving product that helps in reducing
electricity bill.
Psycographic In this it helps in changing life style of person
as they can increase the use of renewal
resourses. Basically, company provides the
eco-friendly product that highly emphasis for
preventing environment as it affect large
amount of individual attracted towards
environment friendly product.
Persona for target market
The bulb energy ltd thinks about every customer, and they provide energy consuming bulbs that
help in targeting customers. The firm set their boundaries like they target all type of audiences
who come from different background as middle-class and upper class both can afford their
products. Furthermore, their main target is to understanding the customer needs and changing
their life style as person go for eco-friendly product that helps in energy consumption.

Elaborating Internal influencing factors on consumer and applying them to purchase of the eco-
friendly product and various strategies of company
Consumer behaviour related to purchase decision of customer for buying goods and services.
Along with this, it has various factors that highly impact the buying behaviour. The internal
factors that has been discussed below:
 Motivation
This is the internal factor that highly influence the buying pattern of eco-friendly bulb in
which an individual has various needs and want on daily basis such as social, basic, security, and
self-actualization need. In order to fulfil all those need person had motivated himself to limit his/
her expenses and on other things which will lead to wastage of money that is the basic factor that
highly influence the customer buying pattern on renewal bulb. Motivation effect amount of
people to influence the market. Furthermore, these techniques helps people to achieve their
objective in which it influences buying behaviour. Therefore, self-motivated person always
following their rules and regulation to control themselves for extra expenses.
 Personality and attitudes
Personality factor highly emphasis on internal factor that influence to social and physical
environment (Cantoni and et.al., 2019). In addition, Bulb energy provide products that are
related to daily basis such as LED bulb and recycled material and their physical appearance that
might influence customer in order to understand the behaviour of customer is very important in
which if person doesn't like dim light as he/she likes sparkling or high light so that reflects their
personality and attitude this and there are a large amounts of people that they don't like that kind
of light which will affect the buying behaviour of customer.
 Perception
It is the phycological factor of consumer behaviour that can lead to increase the customer
experiences in better way if company can understand their needs and wants. This factor can
make product reputation high or low as it is related to personal experiences from product.
Through perception customer can know more about product and increase information related to
product. With the help of perception model bulb energy Ltd can increase their experiences that
helps to satisfying customer.
 Learning

This is the internal factor that highly influence the buying pattern of eco-friendly product
that comes from long experiences as it based on knowledge and awareness. Some bad experience
through product that may influence customer such as quality, durability, dissatisfaction which
lead to learning outcome (Gamboa-Gamboa and et.al., 2019). It is basically influenced by
customer that high amount of people don't know about the eco-friendly products and renewal
resources as they don't have general knowledge about environment which highly affect buying
behaviour of customer. However, learning factor will be improving by company in which
company can learn their experiences and demand that helps in resolving their problems.
 Self-concept
This internal factor of consumer behaviour impact the way of purchase of product in
which customer has bonded or an attachment to a particular product, and they buy that loyal
product from very long time in this it influences purchase decision as the individual already
attached to some other brand. Basically it depends on buying pattern of public or private goods
and services in which person needs personal brand that he don't want to buy publicly as he/she
consider their image. In this factor company can start focusing on digital marketing so that
customer privately order the product.
Exploring the various current marketing strategies of company
Marketing strategies defined as business plan that are made by company managers and
marketers for setting their objective in order to target audiences by providing them goods and
services. There are several marketing strategies some of them are as follows:-
 Increasing awareness to customer
It is one of the best strategies that helps in enhancing product awareness to customer as
many people don't know the information regarding environmental friendly products and their
benefits and drawbacks. This technique helps customer to know about that the need of eco-
friendly products to save environment. Furthermore, by providing free samples to new customer
as providing information regarding product that will assist in enhancing customer awareness. It is
the most technique that helps in targeting new customers. The company provides basic
information regarding their product and also they need to understand the needs of customers.
 Promote their brand

Promoting brands is most essential marketing tool which helps in expanding business as
they terminate single use of products and promoting reusable or recyclable products. This highly
emphasis for firm in which it includes overall activities such as reducing use of paper, recycling,
decreasing energy utilization these will helps in promoting their brands that also create
awareness about eco-friendly product (Sultan and et.al., 2020). They aware about the product
that if customer use their product they can save their budgets like electricity bill as firm can
promote LED lights. Moreover, company can take help from famous people to promote their
brand as they promote their product on TV commercials, newspaper, official gazetted etc. many
government organization support that kind of eco-friendly initiative in which government don't
take taxes on their business that are eco-friendly.
 Product design and packaging
Bulb energy Ltd product design and its packaging is very significant part of any company
and their logo of brand that helps to attract more customer (Radu and et.al., 2017). Company
uses recycled material for packaging of product and the use of less energy for manufacturing
product. Company uses this technique to target new customer generally pricing factor that highly
attract the customer.
 Setting events for environmental safety
Setting events in different countries that mostly helps in attracting new customers as the
company can organize several events for environment and create awareness about their product
which is eco-friendly. Bulb energy Ltd can aware customer about the benefits of eco-friendly
product as they it do not contain mercury in bulb and company don't use harmful material in their
product which is hazardous for environment. Moreover, they can use slogan like “say no to
single-use plastic”, “use renewal resources” or “less use of energy” etc. there are many ways to
create awareness about product. Recycling is one of the most important way to create awareness
for product as many customers prefer eco-friendly products which are less harmful for
environment.
 Enhancing effective digital marketing
Company is working to enhancing digital marketing since 2015 and has online network
that increases sales of their product and providing great facilities to their customer. Throughout,
bulb had performed well in past years mainly in 2019 they increased sales. In addition, company
main objective is enhancing the use of eco-friendly product in world and creating large amount

of customer though digital marketing (Sun and et.al., 2020). Along with this, digital marketing is
most significant for them which will help them to increase their business and profit maximization
nowadays a large amount customers use eco-friendly products as they know hazardous chemicals
and green house emission influence the environment. Social media create awareness of products
and services globally with the help of this technique they can generate a large amount customer
and target audiences.
 Effective innovation
The technology innovation is one of the significant thing that helps in achieving goals in
which customer looking for new products as bulb energy Ltd helps them for saving their
electricity bill as it fulfils their demands and satisfying them (Ganguly and et.al., 2017). It is
most important way to enhance their quality through changing and innovation as commonly
always find the innovative techniques for less use of energy consumption. It plays significant
role in market that every firm need to focus on innovation of their product time to time and
planning new strategies. The research development is essential part of company such as
utilization of renewal resources and solar energy and developing new products that helps in
saving energy. Moreover, introducing new product that also helps in increasing sales and this
method highly attracts customer to product.
 Effective pricing strategies
This strategy of company that highly emphasis on effective pricing strategies as Bulb
energy Ltd selling the largest renewal energy supplier that has huge amount of customers along
with this it is most important method that helps to expanding and targeting new customers. The
company can offer customers which will attract customers and there are several ways to target
customers by providing product at low price. Bulb energy Ltd provide guaranteed products at
low prices to their customer that helps in customer satisfaction. Company is the largest supplier
in order to their demand in market.
Presenting three sound marketing recommendations for implementation
Sound marketing defined as marketing that targeting high amount of audiences by
making them more attracted towards materialistic things such as taste, smelling sense, listening,
tangible things and their vision. There are several ways to increase in sales of its eco-friendly
product that influence the internal factors of customer buying pattern. From my viewpoint, firstly
company need to focus on technological development and innovation and second most

significant is increasing promotional activities through events or environmentalist. With the help
of this it will highly affect and helps in generating customers. Moreover, understanding customer
relationship management that helps in understanding buying pattern of customers.
Technological development and innovation affect a large amount of customer as
customer looking for durable period or guaranteed quality product that need to be upgrade in
order to fulfil their demands (Pohludka and Štverková., 2019). In addition, developing and
increasing the facilities such as they can develop inverter support lights and develop more
products like that which helps in increasing sales of company. Energy bulb Ltd need to use
learning behaviour of customer which is the most useful technique by various companies to
understand the customer experiences as company can provide survey to customer that customer
fill form with the help of survey they can understand that customer is satisfied or not. Along with
this, this will assist in understanding more as they can improve performance.
Moreover, events and program that helps in promoting brands that will increase
awareness and knowledge about product. Company can organize few events to promote
environment friendly product and their usage that might attract large number of audience as they
can inform about carbon emission harmful and green house gases effect that highly damage
ozone and influence the environment. In order to understand deeply company has to be flexible
enough to communicate and understand staff as they create marketing strategies and planning to
target audiences. For this they also understand the marketing strategies and researching overall
details related to past and current year that will helps in understanding problems. These obstacles
can be easily overcome by making different strategies (Loxton and et.al., 2020).
Investing in online market also plays a significant role that highly used for promoting and
advertising brand about their proper information such as Google, Instagram, Twitter, Facebook,
YouTube and websites as this is the easiest way to promote their brand in order to target high
amount of audiences. Company can use several ways of implementation of sales that is customer
relationship management that main priority is customers and for increasing sales customer need
to focus on their loyal customer who feedback or give review to company on social sites and
websites (Maiorescu, and et.al., 2020). The Bulb energy Ltd must resolve their issues related to
product. Such activities like thanking customer and asking their review about company product
makes the strong bond or relations between customer to company. As we already discuss before
that promotional activities, innovating products and technological development assist in

increasing sales (Jinno, Abe and Iizuka., 2017). Basically customer relationship management
assist in analysing easily and create vision of their buying pattern.
Through this technique company can enhance efficiency and effectiveness. In addition,
that increase leads which assist in creating good quality and providing information regarding
their product that must be on packaging of product. This helps in enhance customer experiences
along with this company can survey a form through online, email, newspaper and from retailers
etc. that will helps company to understand their experiences.
CONCLUSION
The report has concluded use of renewal energy in order to terminate use of harmful
products for environment as bulb energy Ltd the huge supplier in UK and produce 73% wind
power with 24% of solar power. The company has large amount of customer as they are loyal to
them but research has examined in detail that there are a lot of people who are not aware about
green house gases and carbon emission. The study shed light on strategies that will helps in
generating new customers towards eco-friendly products and awareness is essential part of this
topic. Furthermore, technological development and innovation plays a significant role in order to
improve the quality of product. Learnings form report has also portrayed in detail that firm need
to more focus on quality of product as this report shows that in previous years it has large
amount customer which is declined. For maximizing profits company has to focus on prior goal
which are customers.

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