Arguably, consumer behavior is tremendously fundamental concept to all marketers. In the 21st century, consumers keep on changing their preferences for goods and services depending of various reasons. As a matter of fact, marketers have the responsibility to influence the consumers to buy services or goods in the market. Consumers are always rational, meaning they have the power to choose the best combinations of products in the market, which gives them maximum utility at the minimum price; but, the marketers, in one way or another can change consumer behavior in various ways. Generally, consumer behavior refer to be study of organizations, individuals, groups, as well as the process they apply to use, select, dispose, and secure a services and goods to satisfy their needs.
Research shows that approximately 20% of consumers are determination to revolutionize their behaviors. Hence, marketers have resolved to various ways to change consumer behavior of the 80%. In this case, marketers are interested in inducing constructive changes to consumers that will increase their demand and equalize the equation on the supply side. As marketers, the best way to engage consumers to changes is to clearly understand their interaction with information (Hoyer & Macinnis 2009). Marketers need to undertake critical study on consumer behaviors. Certainly, technological advancement in the globe presents the best opportunity to marketers on how to change consumer behavior. Marketers change consumer behavior based on promotion, price, service, product as well as distributions. Adherence to this factors and information on consumer preferences will change consumer behavior (Vanhuele & East 2008).
Consumer behavior is influence d by various factors of which the marketers should consider. These include needs, personal motivations, values and attitudes, professional status, class, cultural and socio-economic background, sex and age. Furthermore, the consumer behavior can be socially influenced by society, friends, family, as well as colleagues. Hence, the marketers can change consumer behaviors by influencing the components above (Vanhuele & East 2008).
Perhaps, the process of marketers to change consumer behavior begins with thorough research. Marketers in the last decade have made crucial progress in terms of positioning, targeting, as well as segmentations so as to change consumer behavior. Therefore, research is a necessity because it increases consumer’s behavior in purchasing. The main objective of marketers is to change the consumer behavior in a positive way (Hoyer & Macinnis 2009).
In order to change consumer’s behavior, marketers use promotions to influence customers’ preferences. Promotions entail set of regulations and rules in which marketers use to change consumer behavior. The marketers in this case, apply various strategies to influence the consumer behavior; this includes advertisement, personal settings, publicity as well as promotions. With the introduction of digital marketing, marketers can change customer behavior by use of television, adverts, as well as billboards. Marketers produce extremely funny adverts that attracts the consumer; hence, capturing their attention on the product or service been advertised. The basic goal of marketers when using advertisements is to drive and control changes on consumer behavior towards a service or a product (Samli 1995).
Marketers change consumer behavior through publicity of the services and products. Publicity sways the character and perception of the consumer towards the product. The consumer is rational, but their rationality may be influenced by what they see. In fact, consumers believe what is in the public domain is always genuine and of high quality. Strategically placed publicity has the command to change consumer behavior (Vanhuele & East 2008). Additionally, marketers can perhaps change customer behavior through promotions. For example, if the intended consumers of certain product are the youth, then the marketers should launch promotional sports events and entertainments. In this case, the customers will have a positive perception on the organization; hence, begriming to buy its products.
Marketers through their strategies to influence customer’s behavior can use price. Setting the price of a service or a product is exceedingly tricky; this is because, organizations intend to set a price that attracts the consumer, and at the same time makes profits. Therefore, marketers should have information on the perceived value of the consumer for the service or product. Certainly, the marketers need to use various strategies in pricing in order to change consumers behavior, for example, penetrating pricing, market skimming pricing, as well as neutral pricing (Samli 1995). The main goal of the marketer is to put a satisfactory price to the consumer. Additionally, marketers have the power to change consumer behavior through the provision of discounts, payment periods, allowances, as well as credit cards. All this techniques are always in favor of the consumer; but, at the same time the marketers will benefit through increment of sales.
Marketers should focus on the service or products they are marketing. For example, the products should be in a position to meet consumers taste, preference, and general needs. In this scenario, if the marketers’ products are to change consumer behavior then it should be in a situation to convene the consumer intentions. One of the things that marketers can use to change consumer behavior is provision of variety products that are attractive to the consumer. Provision of variety products and services give the consumer a chance to choose from many; hence, the consumer can satisfy his/her needs (Noel 2008).
Purposely, marketers change consumer behavior by presenting quality services and products to the consumer. If a consumer buys a quality product once, they will change from their usual consumption to consuming quality products that are worth their value. In addition, other ways in which marketers can change consumer behavior include presentation of the best product design and features, packaging, as well as service delivery (Foxall 2005). Furthermore, brand name is particularly important. Consumers are mostly attracted to famous brand names in the market. Therefore, marketers should establish the most attractive brand name, or market products with brand names that are associated to famous and already established products.
Conversably, marketers should be ready to distribute services and products to the consumer to the right place at the right time, by doing so, they can change consumer behavior. Therefore, the marketers should be informed on consumers best place to receive the product or service. Some of things to adhere to include order processing, reverse logistics, warehousing, distribution centers, inventory management, market coverage, as well as distribution channels.
As a marketer intending to change consumer behavior, culture and social issues are very crucial. Consumers behavior is influenced tremendously by culture; hence, culture is part of society, of which should guide marketers in field. Marketers should study consumers’ culture before marketing their products. After carrying out the research, the marketers will, therefore use culture as a guide in changing consumer behavior (Maclaran & Parsons 2009). Advertisements, promotions, and brand names should conform to the consumers’ culture. Marketers use cultural representations during promotions, the main goal is to change customers behavior by connecting the product with cultural references.
Generally in changing customer behavior, marketers need to understand external and internal factors that influence the consumer. Some of these factors include group membership. Culture, prices, product quality, promotion strategies, social class, roles and status, age, sex, personality, lifestyle, perception, motivation, attitudes as well as beliefs. By analyzing and focus these factors through rigorous research will enable marketers change consumer behavior.
Reference list
Foxall, G. 2005. Understanding Consumer Choice. Baingstoke: Macmillan.
Hoyer, W. & Macinnis, D. 2009. Consumer Behavior. New York: Springer.
Maclaran, P & Parsons, E. 2009. Contemporary Issues in Marketing and Consumer Behavior.
London: McGraw Hill.
Noel, H. 2008. Consumer Behavior. New Jersey: Blackwell.
Samli, C. 1995. International Consumer Behavior: Its Impact on Marketing Strategy.
Cambridge: Cambridge Press.
Vanhuele, M. & East, R. 2008. Consumer Behavior: Application in Marketing. New York:
Wiley.
