BE201 Consumer Behavior Tutor Marked Assignment - Marketing Strategies

This report analyzes consumer behavior in the context of technological advancements and their impact on business and marketing strategies. It contrasts traditional business practices with modern approaches, highlighting the shift towards digital marketing and customer engagement. The report examines how technology has empowered consumers and forced businesses to adapt, focusing on mobile marketing, social media, and customer service. It uses the Carrefour market as a case study, proposing technological strategies like voice technology, AI chatbots, and mobile marketing to enhance customer experience. The report emphasizes the importance of content creation, customer care, and personalized communication in today's competitive landscape. It draws on academic sources to support its analysis and provides recommendations for businesses seeking to thrive in the digital age.

Running head: CONSUMER BEHAVIOR
Consumer behavior
Name of the Student:
Name of the University:
Author’s Note:

2CONSUMER BEHAVIOR
Answer1a.
The ways of doing business in the traditional or early times are way different than what it
is now. During those times, the companies knew that they are free to launch the product
whenever they feel you do so. This is because then customers were not left with many options.
As a result of this, the customers kept on waiting patiently before the products were launched.
Eco Blimp Advertising
The organizations used to carry in with their advertising campaigns by putting up an
advertisement on the blimps or the moving vehicles. The vehicles would be moving across the
parks, beaches or other such places of public gatherings. (Oliveira et al. 2016). This would help
the customers to know about the information of the products that are being launched. The
customers had a longing for knowing the updates about new products so they would patiently
keep on hearing the announcements being made.
Flyers and brochures
In traditional times, the organizations used to carry on with their business by making their
new product announcements through the brochures or any handouts. The organizations knew that
the customers would read these brochures and flyers that are usually given along with
newspapers or any daily magazines
The customers, on the other hand, knew that they would be able to reach to the organizations by
getting all the business information through the news that is printed on these flyers other
magazines. The customers used to keep a sharp eye on the newspapers so that they could get the
information about any newly launched products and any exciting discounts as well.

3CONSUMER BEHAVIOR
Answer 1b
Technology has largely influenced the growth and the development of business in the 21st
century. This is because with the arrival of technology the concept of mobile marketing or
internet marketing has come into being. Internet marketing is one of the most important aspects
of technological advancement in the field of business. This helps in bridging the gap between the
companies and the customers. Customers living in any part of the world are capable of getting
the updates of all the newly launched products just by one tap or one touch. The business
organizations are capable of targeting customers by creating engaging content on mobile
marketing apps.
 The most crucial strategy that is to be taken by the companies is to develop a strong and
attractive content on their websites. They have to use some rich, crisp and precise content
that will be attracting the attention of the customers right on the first go.The social
networking sites like Facebook, Instagram, Twitter, and any other such platforms appear
to be very useful for the business organizations and the customers. The customers can
visit the web pages or the company websites that often come as the prompts in social
networking sites.
 The companies have to train their customer care representatives to stay updated on a 24*7
hour basis with all the required details so that they can solve the customer complaints at
any point in time. The customers can get easy solutions for their purchase related queries
at any point of time just by posting their quires. They can easily tweet their queries on
twitter accounts or post them as blogs on their social networking sites.
 The companies must try to develop chatbot systems so that the customers can narrate
their complaints via chat and be assured that their issues will be solved.

4CONSUMER BEHAVIOR
Answer2
Technology has made the companies get connected to their customers via all the social
media platforms like facebook, twitter, Instagram and many other such apps. It must be noted in
this context that the customers can view a large number of options just by touching a single tab
or option on their smart devices. Thus if the customers are not able to find the right kind of
service from any particular company or organization, they will be able to switch over too many
other alternative options. During the days of the traditional business scenario, even if customers
were unhappy with a certain product they had to make their purchases from the same
organization as they were not left with many options. They also did not have the option of
launching their issues as and when they felt like. They had to wait for the shop to open the next
day or some days later for talking about their issues.
In this era of technological advancement the customers can file a complaint in the form of
customer feedback or customer review on the helpline page of the company. Most of the
customers have access to smart devices like smartphones, ipads and other such objects. Apart
from them most of the customers have their accounts on the social media platforms as well. Thus
they can easily talk about any issues at any point in time. The company, on the other hand, has to
make sure that they can answer every customer’s complaint and give them feasible solutions as
well.
Answer3
Product:

5CONSUMER BEHAVIOR
Carrefour is an ideal market for catering to the needs of their customers that mainly include
the families going for purchasing the day to day retail items. They provide 100 percent fresh food to
their customers. As the marketing manager at Carrefour, the technological strategy that can be
taken is Voice technology installation in the markets. This will help customers to check, browse
and then purchase products (Hsiao, Chang and Tang 2016).
Price:
Carrefour follows a low price policy so that all the customers belonging from medium
income backgrounds can also carry on with their shopping. The AI or the chatbots can be used so
that customers can get to know about that price of the products and compare them with other
alternative brands as well.
Place:
This tire operates in more than 12000 stores across 30 countries. Thus the manager must
use the options like mobile marketing. The customers living in any part of the world will be able
to know about the newly launched products and make their purchases. The home delivery system
with live tracking must be launched so that the customers can get a hassle-free shopping
experience.
Promotion:
Carrefour started using the in-store promotional strategy called ‘MyCLUB to develop
customer loyalty. This helps the customers to gather credit points and use them in their next
purchases. The manager can use strategies like mobile marketing. They can send customized or

6CONSUMER BEHAVIOR
personalized text messages (SMS) with details of newly launched items, ongoing offers and
discounts.

7CONSUMER BEHAVIOR
References
Hsiao, C.H., Chang, J.J. and Tang, K.Y., 2016. Exploring the influential factors in continuance
usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics
and Informatics, 33(2), pp.342-355.
Oliveira, T., Thomas, M., Baptista, G. and Campos, F., 2016. Mobile payment: Understanding
the determinants of customer adoption and intention to recommend the technology. Computers in
Human Behavior, 61, pp.404-414.