Consumer behavior is the study of organization, individuals or groups and the procedure they use to select, protect and put into use products and services to gratify the needs ofconsumers and the impacts of processes on the customers and the society. It broadly tries to explain and understand the decision-making processes of the retailers, as an organization or individually. Lastly, consumer behavior analyses the behavior of the customers and the influence of groups such as families and friends to the customers.
Consumer behavior audit is important to the organization. First, it is an essential part of the marketing preparation process. It is done at the commencement of the procedure and also at sequences points throughout the execution of the strategy. The consumer behavior audit contemplates both external and internal impacts on advertising planning together with the evaluation of the plot.
Secondly, consumer behavior audit elucidates not only opportunities but also threats, which allows management to make modifications to the plan. By marketing, marketers get to have direct contacts with the customers. By so doing, the organization gets the feedback of how their commodity is performing on the market. The organization will then see a new opportunity or the threats.
Lastly, though external marketing environment, which is one way of consumer behavior enables the organization or company involved to understand its customers. This will enable the organization to understand their needs and how they can alter their products or services to satisfy them fully. They also get to know the perception of the buyers towards the product and their loyalty to it. Competition is also a factor of importance to the organization. The organization through the audit will be able to informed about it competitors in the market.
Reference
Frank, Welsch L. Consumer Behavior: Its Demerits. New York: Pantheon, 2008. Print.
Roger, K. External Marketing Environment: Understanding the Consumers. Lincoln: U of
Nebraska P. 2010. Print.
Timothy, L. Consumer Behavior Audit. New York: Nerd press,2012.
