Importance of Marketing Consumer Behaviour

Added on - 28 May 2020

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RUNNING HEAD: Marketing Consumer Behaviour01932 CAFÉ & RESTAURANTMarketing Consumer behaviour
Marketing Consumer Behaviour1ContentsExecutive summary.....................................................................................................................2Introduction.................................................................................................................................3Consumer behaviour....................................................................................................................3Importance of consumer behaviour for organisations..................................................................4Consumer profile.........................................................................................................................5Primary segment......................................................................................................................6Secondary segment.................................................................................................................7Issue identification.......................................................................................................................8Recommendations.......................................................................................................................8Conclusion...................................................................................................................................9References.................................................................................................................................10
Marketing Consumer Behaviour2Executive summaryConsumer behaviour is important for the successful implementation of products. Theimportance of consumer behaviour in an organisation is also explained which isresponsible for growth of an organisation. It explains various stages of a consumer preand post purchasing (Solomon, 2014). The response of consumers is important for thesuccessful execution of products and services. Consumer behaviour helps anorganisation to modify it’s strategies. It also helps to identify future problems which aorganisation may face in future.1932 Café & restaurant is located at Manchester Unity Building of Melbourne. Thedécor of café is inspired from 1930s which showcases history of building .This caféoffers seasonal breakfast and lunch along with cake and coffee. The speciality of café isdrinks, brunch and the Collins. The specials are updated weekly by café. The café isfully licenced and opens 5 days a week. The mission of the café is to nurture humanspirit with maintaining small company culture. The mission also includes good foodand good service. The vision of the café is to establish itself as the finest café alongwith fulfilling environmental responsibilities. Customer service, teamwork, honesty,continual improvement and positive relationship and accountability are the core valuesof café (Erevelles, Fukawa & Swayne, 2016).Core values represent an organisation.Patricia coffee brewers, Little bean blue and The little café on healeys lane are some ofthe competitors of café in Melbourne. The café makes use of advertisement such as on-premises advertising and promotional advertising. Promotional strategies such asappealing storefront, community outreach, social media community and discounts formarketing. The café is operating successfully and the popularity is increasing day byday.The café makes use of consumer behaviour to know taste of consumers. It helps café tomake more dishes of their choice so that sales can be increased and profits can berealised. The café also tries to produce new products after predicting the likes anddislikes of consumers.
Marketing Consumer Behaviour3IntroductionThe aim of this report is to determine the significance of consumer behaviour. Itexplains how an organisation can use consumer behaviour to increase sales. 1932 caféand restaurant has been taken in this task to explain issues of consumer behaviour. Thereport defines the importance of consumer behaviour and primary and secondarymarket of café. It also explains how consumer behaviour helps to tackle issues faced bythe organisation. Along with issues, it also explains how these can be solved with thehelp of consumer behaviour approach.Consumer behaviourConsumer behaviour is the study of individuals, groups or organisations and how theymake purchase decisions that is how they select and use products and services in orderto satisfy their needs. It is a branch which deals with various phases consumers gothrough before purchasing goods and services. It is the way individuals spend theirmoney. Consumers help organisations to improve their marketing strategies. A marketercan easily predict the response of customers after studying consumer behaviour. It helpsin market segmentation, product scheduling, designing and pricing of products. In theconsumer behaviour, the consumer gets involved in the purchasing decisions eitherdirectly or indirectly (Schütte & Ciarlante, 2016).The way consumers make theirdecision helps an organisation to predict how they will react to different alternatives. Ithelps to understand the approach of customers towards buying a product. Consumerbehaviour has direct influence on the performance of products. All the aspects ofpurchasing behaviour are included from pre-purchase, operations through to postpurchase activities. The customer relationship management helps to measure behaviourof customers. It also helps to understand the potential future problems, which works asa measure against consumer exploitation. The study of consumer behaviour not onlyanalyses the past performance but also helps to predict future. Marketing campaign andadvertisement are the factors which influence the buying behaviour of consumers.Environmental factors also influence the operations of market. Consumer behaviour isalso affected by the values, likes, dislikes, priorities and morals. Primary group andgroup influence also affects the decision of consumers. The primary group includes
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