Marketing Principles and Consumer Behaviour

This study material explores the principles of marketing and consumer behaviour. It discusses the importance of communication campaigns in promoting products and services. The material also includes case studies on Asda, Zalando, and Dunelm.

MARKETING
PRINCIPALS AND
CONSUMER
BEHAVIOUR

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
INTRODUCTION .................................................................................................................1
MAIN BODY.........................................................................................................................1
CONCLUSION......................................................................................................................3
SECTION 2......................................................................................................................................3
INTRODUCTION..................................................................................................................3
MAIN BODY.........................................................................................................................3
CONCLUSION......................................................................................................................5
SECTION 3......................................................................................................................................5
INTRODUCTION..................................................................................................................5
MAIN BODY.........................................................................................................................6
CONCLUSION......................................................................................................................7
OVERALL CONCLUSION OF REPORT......................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is termed as the process of creating informative phase and developing stage
with customer. Moreover, there are various approaches which is being used in seven principle of
marketing that is price promotion, place and product and three more are process, people and
physical evidence. Which help in ensuring of maximum results in present marketing dimension.
It is important for an firm which is relatable with appropriate communication is to take place
among number of consumer and employee as it revise in dealing with their queries and retain this
from longer duration of time (Arli and Tjiptono 2017). For section one Asda taken in topic for
the brief consideration, for section second the Zalando which dealing with fashion and style.
Which is being chosen for this section as per for product, clothing and total analysis of factor.
For section three Dunelm which is taken in consideration. This reports is brief about consumer
behaviour, marketing environment and communication campaign along with some of theories
and model related with this.
SECTION 1
INTRODUCTION
Consumer behaviour is termed as the study of customer approach towards the product
and services. Every organisation have their fixed ideas and innovation to fulfil need and want of
customer. Moreover, is is determined as set of activities towards customer within proper
marketplace and help in consideration of those action which implemented to alter customer
behaviours (Babinski and et. al., 2016).
This is about implies knowledge about various core and method of decision which is
being related to marketing issue is by Meg, 2020s. This stated that the essentialism of customer
approach along with various kind and various factor which affect decision-making of consumer.
This help in achieving significant goal of organisation to come in aspect of fulfilling the need of
customer while dealing with external factor such as competitors, economic conditions and many
more.
MAIN BODY
According to Meg, 2020, there are number of organisation which is being variable in
their forces and strategies to know the ability of consumer to buying product. The marketing
management need prior skill and knowledge to run any organisation with preface of product and
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services. In this context, the customer behaviour is essential and which generate helpful
dimension with higher authorities of Asda to know what type of product is required in market
and why the product is being needed to complete the demand and need of customer is some
preface of time and duration (Ballantyne 2016). There are number of factor which affect the
behaviour of consumer which is considered as the aspect of thinking, personal, cultural,
psychological, age and living standard and also the social factor which create an impact on
consumer behaviour. Number of customer are taking this factor while applying decision to
purchase any product, in such a way which is being fulfil the need of customer.
According to Aimee Miliwood, 2020, various organisation play a vital role in
development of enhance sale and customer ready to buy the product when product is fulfilling
need and expectation of customer. This help to increase profit. It is major task for Asda to focus
and concentrate on every stage of consumer purchasing movement and their power. This
procedure help the customer to know the centric behaviour of organisation in the discovery of
product which help to influence the customer and create an impact on their buying decision. The
process and operation is described below as per given organisation Asda:
Recognition of needs: Every customer have knowledge about their need so as per this, it
is one of the most significant step of purchasing of product.
Information availability: Before purchasing customer must be analyse their need and
want, as per this they collect information of product which they want to purchase.
Evaluation of substitution: in this, consumer must be carried out various alternatives of product
and service is being available in various market place when action of purchasing is taken place.
Buying decision: After completed observation, consumer is ready to create an mindset of
buying product and service if the product clear the aspect of consumer as per their needs and
wants.
Post-purchase decision: This is defined as the last step where consumer play an
important role in regard with services or product, advise brand and to others like what feedback
they usually provide to an organisation.
This all above step which is required in process of making customer buying decision.
This play essential role in context with Asda. In this present time organisation are also selling
their products on website so as per this company must be ensure availability of product in
website for customer. It is observed that the consumer visiting detail on website is noted by an
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organisation to approach them with effective and low cost product to customer for buying of
product. This created in such a way which is like introduce to fulfil the need and expectation as
per requirement of customer from website. Whereas, this create an usual impact in the decision-
making of consumer (Chen and et. al., 2019). This approach help firm to gain profit by changing
buyer decision of customer. This help to enhance the performance of organisation as well as
employee.
CONCLUSION
As per the above study, consumer behaviour play an vital assessment in businesses to
collect the information about customer need and expectation. As per the product and service
which being needed them in proper manner. The approach from organisation to attract and
influence the customer create positive impact in firm to enhance sales and profitability index.
SECTION 2
INTRODUCTION
Marketing environment is termed as the factor which is internal and external which create
an effect on firm on their strength of work in developing relation with customers, this
relationship is essential to a business to gain revenue is core with consumer. In which the number
of factor are voluntary and involuntary which is act in business with phase of requirement. This
activity is being accordingly with the preset environment of organisation. This is necessary to
know the environment of business which going outside to create new strategies and plan which is
useful to an organisation.
This reports help in the analysis of marketplace and marketing environment. This factor
is used to provide the knowledge about the various factor which affect the marketing
environment and also give a determination about internal and external environment which is
being developing effective plan to deal with negative impact and required to improvise the
execution and business strategies.
MAIN BODY
According to prachi M, 2020, organisation must be involved in forces of various factor
which affect them and generate unfavourable condition for organisation and customer, which
reduce the profit of organisation (Choi 2018). The marketing management operate and generate
with retention of favourable transactions in consumer. It is determined as marketing environment
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consist of micro and macro components as well. The micro factor such as customer competitive
measurement, suppliers, public, etc. Moreover, macro factor are political, technological, social,
cultural, environmental and legal. This help in the analysis of various factor which affect the
profit and growth of organisation.
As per the Mex and Clich, 2018, it is being analyse that there are various structure and
model which is used by organisation in aspect to study marketing environment which include
internal and external. There are various model like PEST analysis, porter's five forces and 4P's of
marketing and many more model which is being used firm. The higher administration of Zalando
use this technique to grow up the profit (Javornik 2016).
PEST analysis
PEST analysis is elaborated as a complete structure which consist of macro termed in
such a way which affect the organisation directly. The pest analysis of Zalando is given below:
Political factor: Due to the free trade policy create and huge advantage in business but
somehow Brexit affected it. Zalando dealing with fashion style with aspect of shoes and all.
They offer product to customer in 17 European markets. In recent time, UK have stability of
essence of political view is not reliable for organisation which may affect profit.
Economical factor: The recent market also tends to go with small store and people their
purchase their good a from small store retailer. Whereas, this affect the selected firm
performance.
Social factor: In recent time duration, there is increase in utilisation of product in sense
of fashion, recent time is all about fashion which create an perspective to being good look. So,
everyone looks for brand because people notice the brand product. This factor create negative
influence in market of Zalando.
Technological factor: Enhancement of digital market with aspect to technology.
Organisation come in form of digital market by introducing various site and application in
market with the compatibility with customer. This innovation and techniques provide high
experience to consumer in choosing product (Líšková and et. al., 2016). In context with Zalando,
it create website in which number of product are available with preface of shoes and clothes
people visited on site and placed the order with on click. The return policy are also available this
create and positive aspect to organisation. This enhance the productivity and profitability of
selected firm.
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4P's of marketing
This is described as marketing of product and services. This include product, place, price
and promotion which is discussed below:
Product: Zalando deal with wide range of product in fashion and style like shoes, clothe
and many more.
Place: This organisation have their own outlet in 17 European countries. With their huge
range of product in various outlets. They expand their business in various locations such as
Germany which have 20 outlet in a single country (Muñiz and et. al., 2019).
Price: This organisation uses competitive pricing due to changes in their product and
service as per the advancement and rapid changes in fashion changes also make them came in
form of competitive pricing.
Promotion: The marketing manager deal with various aspect of Zalando introduce many
of pricing strategies and new plan with respect to market. They attract and influence the
customer with their price cut off and discount agenda. This influence customer and they purchase
the product.
CONCLUSION
It is concluded that for an organisation the internal and external measurement is very
essential because it have power to eradicate the threat and risk from the market. In which PEST
analysis allow organisation to analyse the various factor which create negative impact on their
business.
SECTION 3
INTRODUCTION
Communication campaign aims at promoting various goods and services delivered by a
business organisation in a given marketplace. Marketing is an important factor which helps in
boosting up sales of a firm. Huge chunk of financial resources are been used by management of
the business firm in order to create good marketing for it's products. Communication campaign
helps in increasing brand awareness of companies product and ensures optimum usage of
financial resource of the workforce (Nguyen and et. al., 2016). It helps an organisation to
distribute it's products over a wide range of market and also establishes proper coordination
between various departments of a business enterprise.
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The given article will acknowledge importance of marketing communication campaign
and reason of it's effectiveness for companies management activities. With this article, another
article highlights communication campaign implemented by Dunelm for carrying it's marketing
activities in effective manner and to mould companies business operation towards completion of
it's goals and objectives. Marketers of company adopts communication campaign as it is awarded
with most effective way to promote companies product or service. It helps in building up of good
brand image of it's products and also increases loyalty towards respective companies product.
MAIN BODY
According to P. amgul, 2020, Communication campaign refers to a marketing tool which
helps in promoting various goods and services displayed by company in an effective way. In
today's competitive business world where customers are been offered with wide range of product
and services. It becomes hard for a business firm to introduce it's new brand of product or
services in the market and maintain it's existing brand image in eyes of there customers.
Communication campaign helps marketers of Dunelm to promote companies brand in an
effective way without wastage of it's limited resources. It's importance is not only limited
towards advertising products and services of business organisation, but it also helps in raising
awareness of brand, influences attitude and norms, increases knowledge, suggest an action and
disprove any misconceptions or myths. It increases market presence of a business firm and helps
the business to capture wide range of market customers. In present business environment
existence of competitions makes it difficult for a business firm to maintain consumer loyalty
towards companies brand. Conduction of proper communication campaigns helps the business
firm to establish direct relations with their customers and also increases flexibility of firm to
tackle dynamic business environment (Yadav and Pathak 2017).
In words of McCann, 2020, Communication campaign helps in building up of good
relations with the companies employees and their customers. It also assist in providing up of
information of various existing as well as new launched products in marketplace to their
customers. According to above author, Communication campaign helps in establishing proper
coordination between various departments of a business organisation and motivate their
employees working in it to give best of their efficiency with respect to completion of
organisational goals. With respect to Dunelm, communication campaign forms a bridge of
communication between company and it's customers and helps management to critically analyse
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market trends. It helps the workforce to overcome it's fear of competitors. Directly interacting
with their customers makes it easier for companies management to take various decisions with
regard to it's production activities and also enables firm to adopt various innovative approaches
to carry it's business activities.
Communication campaign helps the business firm to create a good brand image and also
enhances responsibility of business organisation towards it's customers. As due to availability of
various substitutes in market it becomes difficult for a business to maintain loyalty of customers
towards companies brand, as a slight change in price or by availability of better quality of
product at similar price will shift consumer demand towards best substitute available in
marketplace. By conduction of communication campaigns an organisation is able to take timely
feedbacks from customers and adopt according to market trends.
CONCLUSION
From above report it can be analysed that effective communication plays an important
role in building up good relations between customers and company. It enables the workforce to
collect appropriate feedback about companies product or services offered to their customers and
to make necessary changes as per their demands and market trends. It helps a business
organisation to promote it's products and services in a wide range of market which adds up to
boosting up of firms sale and ultimately contributes in profit maximization of an organisation.
OVERALL CONCLUSION OF REPORT
As per the above discussion. This is analysed that there are various marketing issue that is
faced by companies in set with marketing environment, consumer behaviour and communication
and so on. This is analysed that consumer behaviour taking an decision-making operation with
product of organisation and they prepare chart plan before buying any product. Moreover, it is
essential for an organisation to analyse the aspect of market while dealing with possible
complexities and problem which arise at various marketplace at any time. This help in leading
with performance and profitability in efficient manner
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REFERENCES
Books and Journals
Arli, D. and Tjiptono, F., 2017. God and green: Investigating the impact of religiousness on
green marketing. International Journal of Nonprofit and Voluntary Sector
Marketing, 22(3), p.e1578.
Babinski and et. al., 2016. Evaluation of a public awareness campaign to prevent high school
dropout. The journal of primary prevention, 37(4), pp.361-375.
Ballantyne, A.G., 2016. Climate change communication: what can we learn from communication
theory?. Wiley Interdisciplinary Reviews: Climate Change, 7(3), pp.329-344.
Chen and et. al., 2019, May. An empirical research of consumer behavior in online pay-for-
knowledge for Chinese college students. In 2019 International Conference on Pedagogy,
Communication and Sociology (ICPCS 2019) (pp. 198-202). Atlantis Press.
Choi, M.K., 2018. Analysis of Foodservice Value System Using the Consumer Behavior Survey
for Food 2016. Journal of the Korean Society of Food Science and Nutrition.
Javornik, A., 2016. Augmented reality: Research agenda for studying the impact of its media
characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30,
pp.252-261.
Líšková and et. al., 2016. Importance of green marketing and its potential. Visegrad Journal on
Bioeconomy and Sustainable Development, 5(2), pp.61-64.
Muñiz and et. al., 2019. Engagement of politicians and citizens in the cyber campaign on
Facebook: a comparative analysis between Mexico and Spain. Contemporary Social
Science, 14(1), pp.102-113.
Nguyen and et. al., 2016. An experimental study of the impact of dynamic electricity pricing on
consumer behavior: An analysis for a remote island in Japan. Energies, 9(12), p.1093.
Yadav, R. and Pathak, G.S., 2017. Determinants of consumers' green purchase behavior in a
developing nation: Applying and extending the theory of planned behavior. Ecological
economics, 134, pp.114-122.
Online:
Communication Campaign 2020 [online] Available through
<https://www.prevention.org/Resources/015a4f79-6d82-4be4-b985-ee0404d017e9/
Communication-Campaign-Resource-Guide-FY17FINAL.pdf>
Consumer Behaviour: Meaning/Definition and Nature of Consumer Behaviour 2020 [online]
Available through <https://www.yourarticlelibrary.com/marketing/market-segmentation/
consumer-behaviour-meaningdefinition-and-nature-of-consumer-behaviour/
32301#:~:text=Consumer%20behaviour%20is%20the%20study,underlying%20motives%20for
%20those%20actions>
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