Analyzing Consumer Behavior and Marketing Strategy Effectiveness

This essay provides a comprehensive overview of the factors that influence consumer behavior and how businesses utilize research to develop effective marketing strategies. It explores the key factors, including psychological elements like motivation and perception, personal factors such as age and lifestyle, social influences like roles and status, and cultural factors including social class and values. The essay discusses the trickledown effect, income levels, occupation, and education's impact on consumer choices. Furthermore, it examines how companies leverage research to understand these factors, manage market manifestations, segment markets, and increase profitability. The essay concludes by emphasizing the importance of understanding consumer behavior for designing successful marketing approaches and strategies. The references include several scholarly articles and textbooks on marketing strategy and consumer behavior.

Running head: MARKETING
Marketing
Name of student
Name of University
Author note
Contents

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Introduction...................................................................................................................... 3
Key factors that influence the consumer behaviour.........................................................3
Ways by which companies utilize research in this area for their own marketing
strategies..........................................................................................................................4
Conclusion....................................................................................................................... 5
References.......................................................................................................................6

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Introduction
The essay demonstrates the essentiality of influencing the buying behaviour,
which can allow the companies to generate more sales revenue and gain a competitive
advantage in business as well. The major factors that are responsible for influencing the
behaviours of consumers and how the business organisations utilise the research
activities for their marketing strategies have been illustrated here as well (Baker, 2014).
Key factors that influence the consumer behaviour
The consumers' behaviors are influenced by four major factors such as
psychological factors that include motivation, perception of customers regarding a
particular brand product, management of values and beliefs, etc., personal factors like
age, occupation, lifestyle, personality, social factors including roles and status of
individuals and lastly the cultural factors that include the culture, social class systems,
etc. The social class structures create an impact on the norms, values and beliefs and
allow people to make a decision while purchasing a product (Ferrell & Hartline, 2012).
One of the theories that resulted in influencing the social class is the trickledown effect
where the people present in the lower social classes embrace the behaviours of
consumers in the upper class. The consumers present in the lower class often lack
proper knowledge and expertise to make decisions, and in such cases too, the upper
class plays a major role in influencing their behaviours (Hair Jr & Lukas, 2014).
Another important factor that influences the consumer behaviour is the income of
individuals. The individuals who earn more have better flexibility to make judgments
while purchasing. The blue-collared consumers have higher incomes than the white
collared consumers, and thus they have higher social status, which also impacts their
behaviours during the purchase of a products or service. Occupation of individuals is
responsible for income generation along with the proper knowledge that can be gained
with the help of education level (Hollensen, 2015). Education level helps individuals to
obtain information about the things that they are going to purchase, so it is essential for
influencing their behaviours, potential of income and patterns of spending. The other

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factors influencing consumer behaviours are family background, social interactions,
areas where they live, etc. The masculinity and fashion consumption also influence
consumer behaviours and determines the success and achievement of something,
avoiding feminine things, focus more on being dominant and aggressive, etc. Men are
more time conscious, have less patience and focus on completing the shopping
activities within less time (Jobber & Ellis-Chadwick, 2012). Thus the quality of products
and convenience while purchasing products and services. Materialism is another major
factor that determines the needs of physical products by individuals and can influence
the consumer behaviours. The involvement of customers with the brand and the brand
image and value offered can even create a positive mindset among customers and
influence their buying behaviours (Wilson et al., 2012).
Ways by which companies utilize research in this area for their own marketing
strategies
The key factors influencing the consumer buying behaviours are assessed by the
business organisations to conduct a research and develop proper marketing strategies.
This could help in managing manifestation of the market, allow every market segments
to consume products in good numbers and ensure that the companies generate good
amounts of profit in business. The materialism enables the customers to consume the
products based on their status and level of knowledge regarding the products and
services delivered by the business organisations (Baker, 2014). The consumers who
buy more have the most positive attitudes and behaviours, and this can also influence
the consumer buying behaviour. The better the quality of products and services are, the
easier it becomes for influencing the behaviours of consumers. The present economic
conditions in the market such as a positive economic condition within the business
environment can make the customers become more confident and change their mindset
regarding the purchases made (Ferrell & Hartline, 2012). The purchasing power of
consumers also enhances their ability to buy products and services with ease and
effectiveness.

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Conclusion
The essay was created for understanding the major factors that had driven the
buying behaviours of consumers in the market. It could be seen that the economic
conditions within the market, brand engagement, quality of products and services along
with lifestyle, status, income and occupation of individuals had been responsible for
influencing the consumer buying behaviours. It was even seen that the factors were
analysed to design proper approaches and strategies of marketing and ensure that the
business flourish rapidly.

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References
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text and cases. Nelson
Education.
Hair Jr, J. F., & Lukas, B. (2014). Marketing research (Vol. 2). McGraw-Hill Education
Australia.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson
Education.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing(No. 7th).
McGraw-Hill Higher Education.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing:
Integrating customer focus across the firm. McGraw Hill.