In every aspects of business, marketers should learn about consumer behavior. This is because consumer behavior is tremendously a fundamental concept to all marketers. Based on various aspects of consumer behavior, consumers are daily changing their preferences for goods and services. It should always be in the mind of marketers that a consumer is always rational in making decisions; meaning they are capable of choosing the best combination of goods and services that will provide maximum utility at the minimum price. On the other hand, the marketers have the power to influence consumers buying behavior. By definition, consumer behavior refer to the study of organizations, individuals, groups, as well as the process they apply to select dispose and secure services and goods tom satisfy their needs (Rihan 2002).
The complexity of consumer behavior has made marketers look for various ways of understanding consumer behavior. As per research, approximately 20% of consumers have already decided to revolutionize their behavior. Hence, it is the responsibility of marketers to investigate and establish ways to change consumer behavior of the remaining 80%. The intension of marketers is to include 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 (Richarme 2005). Marketer should understand that interpersonal influence has a tremendous role in shaping the consumer behavior in terms of making choices. This fact is very evident in cases of goods and services, where variability and intangibility add the decision complexity (Pons, Laroche, & Mourali 2005).
Undeniably, all consumers in the market are susceptible to various interpersonal influences, but marketers should research on the variations of the extent of susceptibility to individual influence. As marketers influencing consumer behavior is made possible through the administration of social influence. Most models on consumer behavior assert that social influence is a crucial component n decision making of the consumer (Richarme, M. 2005). 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 (Pons, Laroche, & Mourali 2005).
Probably, consumer behavior is influenced by various factors of which marketers should be keen in winning the consumers. This includes psychological factors, social factors, personal factors, as well as cultural factors. Marketers need to carry out research to establish which types of these factors conform to consumers. As a matter of fact, consumer behavior is influenced greatly by cultural issues, which include buyer culture, social class, and subculture 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 (Shah 2010).
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 consumer’s the 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 (Richarme 2005). Perhaps, the 4ps marketing strategies should be adhered to by the marketers as it influences the consumer decision making. The 4ps strategies include price, promotion, place, as well as product.
After carrying out the research, the marketers will; therefore, use culture as a guide in changing consumer behavior. 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. Additionally, marketers should focus on family; this is because consumer behavior is also influenced by family demands. A study carried out on consumption behavior of Chinese children shows that, parents and other family members influence children behavior. Hence, marketers should target parents’ needs in order to change the behavior of children (McNeal & Yeh 2003). For example, there are communities who do not take a certain type of food because of cultural reasons; as marketers, the impact on the brand will negative if you plan to sell it within the culture. On the same perspective, the marketers should adhere to other influential factors affecting consumer behavior.
As per the marketing theories, consumers form a set of brands that will make decisions based on his/her strategies. Marketers, therefore, need to understand the subsets of the consumer so that they will provide it for consumers. For example, Coca Cola Company has various types of brands that the consumer can choose from, or more so the consumer chooses from various restaurants where to take dinner. Hence, the consumer should be guided by consumers brand choice (Richarme 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. 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 (Richarme 2005)
Consumer behavior exist in various stages, marketers should be at par with this stages so as to change consumer. This process focuses on the purchasing behavior and decisions of the consumer. Perhaps, it includes problem recognition, information search, alternative evaluations, purchasing decision, as well as post-purchase behavior (Rihan 2002). Therefore, in order to change consumer behavior, marketers should be influential in each stage so as to manipulate the pre and post consumer purchasing decisions. For example, during the first stage of problem recognition, the consumer has a perceived need which should be triggered by marketing strategy.
Marketers will change consumer behavior by establishing various decision models, decision making strategies, as well as marketing theories. In fact, this is seen as the contemporary efforts by marketers to change and influence consumer behavior. As a matter of fact, models, theories, and strategies of the marketers, conjoint together to change consumer motives and choices (Richarme 2005).
Conclusively, 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 focusing, these factors through rigorous research will enable marketers change consumer behavior. Generally, marketers will change consumer behavior by adhering to the process that consumer follows in making the decision.
Reference list
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