Consumer Behaviour

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Marketing communication campaign:....................................................................................2
Applying theories to the marketing communication campaign:............................................3
Conclusion..................................................................................................................................4

2CONSUMER BEHAVIOUR
Introduction
Study of groups, individuals and organizations with the associated activities like
purchasing a product/service, utilization of features and disposal of services and products
comprising of the consumer perception, behavioural and mental responses for a specific
offering is known as consumer behaviour (Murphy & Dweck, 2016). The purpose of the
paper is to apply the theories and concept to a selected marketing communication example.
The paper will present the concept and role of consumer behaviour in the development of
marketing strategy. The paper will also present the findings of the application of the
psychological factors on the purchase behaviour.
Discussion
Consumer behaviour can be depicted by the psychological, physical and social
behaviour of the consumers in the process of becoming aware of evaluating, purchasing,
using/consuming and recommending services and products.
The nature of consumer behaviour is dynamic in nature as it depends on the changing
tastes and preferences of consumers. The role of consumer behaviour attempts at capturing
the unpredictability of the consumers. The understanding of social, physical and
psychological factors influences the functioning of consumer behaviour. The loyalty of
consumers on specific products and services is dependent on various factors like the
economic and psychographic.
Marketing communication campaign:
The marketing communication campaign which will be selected for analysis if the Coca Cola
Company’s ad campaign of “Share a Coke’. The campaign was initiated as a marketing
campaign on a global scale. The Company decided to ‘debrand’ Coke’s traditional logo by
replacing ‘Coca-Cola from the packaging with ‘Share a Coke- a generic nickname or titles’