Issues in Customer Research | Study

Running head: ISSUES IN CUSTOMER RESEARCH
ISSUES IN CUSTOMER RESEARCH
Name of the student:
Name of the University:
Author Note:

ISSUES IN CUSTOMER RESEARCH1
The aim of this paper is to discuss the importance of proper understanding of the
customer behavior in the strategic development of marketing of any company in the
world. Customers are the most important stakeholders for whom the companies develop
products and services. They are the most essential factor to make the companies
sustain and gain competitive advantage in any type of situation. For identifying how the
customer behavior can influence the strategic marketing of the companies, it is essential
to discuss the related theories depending upon the various external factors influencing
their behavior. Perfect knowledge of customer behaviour depending upon these
theories allow the companies to develop effective strategies to cope up with the
changing demands of the customers every time. This particular essay will be analyzing
the theories and concepts of customer behavior and how these are connected to the
marketing process of a company.
For understanding the customer behaviour in terms of purchasing decisions there
are four most important concepts of theories present. These can be applied in
developing strategic marketing policies of a company. These theories include Hawkins
Stern impulse buying, theory of reasoned action, equity theory, EKB model and
motivation need theory.
Marketing in this modern century is a part of Art and a part of science but both
the side needs to be placed in a balanced role so that the company can it in successful
marketing (De Mooijs 2019). The creative expression can develop marketing campaigns
which attract the customer and arrest the imagination. However after every successful
marketing strategy there are theories which are grounded solidly in the economic,
psychology as well as studies of the human behaviour of the scientific Insight can help
the marketers to resign campaigns about their products and services which speak to the
fundamental designers and concerns of the consumers depending upon the impacts of
the marketing material. In the case of scientific theory of marketing the main focus
remains about understanding of the consumer behaviour (Zeithammer et al. 2019).
These details why the consumers buy a product and act the way to do the theory of
consumer behaviour can speak important issues like how the consumer can purchase
as the individual or in group. The role of emotions in the purchasing decision, role of

ISSUES IN CUSTOMER RESEARCH2
objective reality and post purchase attitudes are also included in this theories.
Understanding of these issues can enhance marketing campaign impact and
effectiveness on the consumers (De Mooij 2019). For determining the consumer
behaviour the marketers of every company must use numerous consumer behaviour
theories.
The theory of reasoned action is generated by Icek Absen and martin Fishbein in
the late 1960s. It focuses on the analysis of the significance of Pre-existing attitude in
the judgement process. The main aim of this theory suggests that the consumer rights
act on the behaviour founded on the perfect intention for creating or receiving a specific
outcome. In this particular analysis the customers are the national actors who
particularly select to deed in the best interests. According to this theory specification has
been the critical point in the decision making procedure. Customer only takes one exact
action before buying when there are equal specific results expected. From this time the
customer decides to take actions till the time of action is accomplished. Purchasing with
a positive result can develop customer satisfaction and word of mouth increases. When
a company develops a product for marketing a positive Association then increase their
customer base and it is the first impression which attract use number of customers in
the market (Mandel e al. 2017). For example many of the Perfume companies associate
their products with the desirability of women which attract the customers of any gender
to buy the product. Secondly the theory of reasoned action can help to highlight the
importance of the affecting consumers through a sales pipeline. The marketers of the
company need to comprehend that an extended gap between the initial intention as well
as the conclusion of the actions can allow consumers to take a long time. They form
question and analyse the result of their purchase. This increases the spread of
popularity of the products through word of mouth and reference.
Engel, Kollet, Blackwell (EKB) model expense the theory of reasoned action. This is out
a five step process which the customers use when they make a buying. The first step of
this model is input where the consumer absorbs the most of the marketing material
which depends on the newspapers, televisions and online (Zhang and Benyoucef
2016). This is the process of Collection of data about the product or services through