Consumer Behavior Analysis: A Detailed Report on Marketing

This report analyzes the science of consumer behavior, focusing on the impact of marketing noise and visual design on purchasing decisions. The report examines how marketing noise influenced a student's purchase of a Garmin Vivosmart 4 Fitness Tracker, detailing the role of promotional activities and social media. It also critiques the website NinjaJump.com, arguing for the importance of color psychology in attracting its target audience of children. The report references academic sources to support its arguments, providing a comprehensive overview of consumer behavior principles and their practical application in marketing strategies. The student analyzes the influence of marketing communication on purchase intention and the significance of website design elements, such as color, in engaging consumers. The report concludes by emphasizing the power of marketing noise and the need for businesses to strategically use colors to attract their target markets.

Running head: SCIENCE OF CONSUMER BEHAVIOUR
Science of Consumer Behaviour
Name of the Student
Name of the University
Author Note

1SCIENCE OF CONSUMER BEHAVIOUR
Executive Summary:

2SCIENCE OF CONSUMER BEHAVIOUR
Table of Contents
Introduction:...............................................................................................................................3
Discussion:.................................................................................................................................3
Conclusion:................................................................................................................................5
References:.................................................................................................................................7

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Introduction:
The marketing and promotional activities are considered to be an important aspect of
the modern business organizations. With increasing intensity of the market competition,
majority of the companies are observed to find it difficult in maintaining the sustainability of
their business and at the same time, the companies are seen to face the threat of survival as
well. Hence, it becomes important for the companies to ensure that they deliver an important
understanding to their customers regarding the services and products that they offer.
According to Mirabi, Akbariyeh and Tahmasebifard (2015), the purchase intention of the
customers is dependent on their knowledge and the intensity of the marketing communication
conducted by the companies has the ability to influence the knowledge of the customers.
Hence, the modern organizations are observed to put strong emphasis towards the extensive
amount of marketing and promotional activities. The study is focused in identifying one of
my consumption activity that was influenced by sound and along with that, the study portrays
the way in which the sound influenced the consumption. Other than this, the study identifies a
website which is Ninjajump.com as one of the websites which utilizes inappropriate colour.
Along with the identification, the study provides detailed rationale for terming the usage of
colour in the website as not suitable.
Discussion:
Question 1:
One of my consumption that was largely influenced by the noise was Garmin
Vivosmart 4 Fitness Tracker. I recently bought it from Harvey Norman. The product is
perfectly suitable for my requirements. It had a price of 219 Dollars and I am considerably
happy with the purchase of the product (Harveynorman.com.au, 2020). The consumption
decision of Garmin Vivosmart 4 Fitness Tracker was largely affected by the marketing noise.

4SCIENCE OF CONSUMER BEHAVIOUR
I was closely monitoring the marketing and promotional activities associated with the
products and the decision of purchasing the Garmin Vivosmart 4 Fitness Tracker is a result of
a prolonged evaluation and assessment of the marketing and the intense promotions
associated with the product. According to the comments of Lewis (2013), the intense and
desperate undertaking of the marketing activities for communicating the creative message to
the customers, is one of the prime contribution of the companies towards enhancing the
marketing noise.
As per the esteemed opinion of Popky (2016), the repetitive execution of the
marketing campaigns from the part of the companies is one of the primary attributes that
contribute to marketing noise. Garmin has conducted extensive amount of marketing
activities for introducing their product through various social media platforms such as
Facebook. Twitter, Pinterest, YouTube and Instagram (Buy.garmin.com, 2020). The
organization also utilized the services of the newsletters for the promotion of their business
offering. In addition to this, the most important tactic applied by the company to increase the
efficiency of their marketing activities and customer penetration was the utilization of the
independent bloggers and blogging websites. The company hired bloggers to create
marketing content on the product and at the same time, increased the post of them in various
online websites in a significant manner. As a result, the target audience of the company like
me were repetitively exposed to the marketing content of the company for the selected
product. Other than this, the company was able to ensure that they continuously increase the
number of social posts and streaming of the promotional videos so that the customers get
more than sufficient amount of information regarding the selected product. The marketing
noise related to the selected product of the company influenced me and informed me
regarding the prices, features and comparative advantage of the same over the other
equivalent products and the knowledge influenced me to assess the relevancy of the product

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with the requirements that I have. As a result, I was able to understand the perfect alignment
between my requirement and the features of the product.
Question 2:
On the other hand, the identified website which is observed to be considerably limited
in utilizing the colours, is NinjaJump. The selected company, Ninja Jump is one of the most
popular companies with the expertise of delivering top quality toddler units, tables and chairs,
slides, combos and commercial bounce houses. The organization is a service oriented
company and has the objective of offering maximum support to their customers along with
top quality products for retaining the customers in a professional manner. The business
website is the main customer interaction tool for the company and as the company utilizes
their business website for the management of their business activities, it becomes crucial for
the company to ensure that it attracts the customers. With a close look at the ability of the
company in managing their business website, it is understandable that the organization is bit
incompetent in designing their website in such manner that has the ability to attract the
customers.
The main customer segment that the company targets are the toddlers and children. As
a result, the company has the necessity to utilize different colours for their website to ensure
that they make it attractive enough to influence the children. The usage of the bright colours
is considerably important in attracting the children and the toddlers (Rotbard, Popek &
Andrus, 2015). However, the company was primarily utilizing white and a slight red colour
for the design of their website. Hence, the utilized colours were incapable in attracting the
children and influence their desire of achieving the products that the company is offering.
The success of the company in attracting the toddlers and the children will be primarily

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reliant on the ability of the company in utilizing bright colours that are capable of attracting
the children such as yellow, green, blue, red, brown and black (Sun, 2016).
Conclusion:
On a concluding note, it is visible that the excessive intensity of the marketing and
promotional activities is recognized as the marketing noise. The marketing noise has the
ability to influence the purchase intent of the customers. Along with that, NinjaJump is
observed to have a website which lacks the utilization of the appropriate colour. With a close
look at the target market of the company, the organization has the necessity to enhance the
utilization of the colours such as yellow, green, blue, red, brown and black for attracting the
children in a more efficient manner.

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References:
Buy.garmin.com (2020). Garmin vivosmart® 4 | Fitness Activity Tracker | Pulse Ox.
Retrieved 31 March 2020, from https://buy.garmin.com/en-US/US/p/605739
Harveynorman.com.au (2020). Home. Retrieved 31 March 2020, from
https://www.harveynorman.com.au/garmin-vivosmart-4-fitness-tracker.html
Lewis, M. (2013). Stand out social marketing: how to rise above the noise, differentiate your
brand, and build an outstanding online presence. McGraw-Hill.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on
customers purchase intention. Journal of Multidisciplinary Engineering Science and
Technology (JMEST), 2(1).
Popky, L. J. (2016). Marketing above the noise: Achieve strategic advantage with marketing
that matters. Routledge.
Rotbard, E. J., Popek, B. P., & Andrus, R. F. (2015). U.S. Patent Application No. 14/513,367.
Sun, S. (2016, May). New Design Thoughts of Modern Children's Shoes. In 2nd International
Conference on Arts, Design and Contemporary Education. Atlantis Press.