How can an understanding of consumer behaviour be used to manipulate consumers?
Contemporary organizations have recognized the importance of understanding consumer behavior to achieve identified goals. One of the goals of these organizations is to provide value to the customers by offering them high quality products and services which are perceived to be better than what competitors offer. To enable them to provide customer value which serves the needs and demands of these clientele, it is important to have an understanding of consumer behavior. First of all, consumer behavior is defined as “a discipline dealing with how and why consumers purchase (or don’t purchase) products and services” . Likewise, the meaning of consumer behavior is also revealed that it is “a discipline dealing with how and why consumers purchase (or do not purchase) goods and services” (Quester, et al., 2012; cited in Lees, 2013, p. 3). Understanding consumer behavior from the perspectives of organization is therefore important for decision makers to design appropriate strategies to achieve identified goals.
There have been some controversial and ethical issues regarding organizations that allegedly manipulate consumers to coerce them to purchase the products or services being offered. Today’s consumers are apparently more knowledgeable of the accurate nature of products being offered in the market through various information that could be solicited and sourced from various means (Solomon, 2006). Likewise, consumers tend to show more preferences on patronizing products and services from organizations known to be socially responsible and those which adhere to ethical, moral and legal standards . Therefore, organizations that conduct extensive research to determine the manner and the reasons for purchases of consumers would significantly assist in determining strategies appropriate for their marketing mix.
The organizations have to design strategies for these products or services which would satisfy customers’ needs. These strategies are embodied in the marketing mix. The marketing mix, or the four Ps: product, price, place and promotions, are “the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P’s on the customers in the target market in order to create perceived value and generate a positive response” . For instance: products could be tailored according to the preferred color, style, or specifications; prices would cater to the budget or income of the target market; these products or services would be offered in strategic places that are accessible and convenient; and finally, these would be promoted or advertised in media which are frequently tapped by the target market (online, print, or television).
Therefore, to be able to design the most appropriate strategies to be embodied in the marketing mix, there should be a greater understanding of consumer behavior through more in-depth research. As such, when organizations have idenified what moves consumers to exhibit a particular purchase decision, they effectively design the most effective strategies to cater to these customers needs. One therefore agrees with the affirmation that understanding consumer behavior would be used to manipulate consumers through identification of the factors that drive them to manifesting a particular purchase-decision and manipulating the marketing mix to encourage the target market to buy and to be successful by serving their needs in the long run.
Reference List
Godiwalla, Y., 2012. Business Ethics and Social Responsibility for the Multinational Corporation (MNC). [Online] Available at: http://www.davidpublishing.com/davidpublishing/Upfile/10/18/2012/2012101881186881.pdf[Accessed 31 August 2013].
Internet Center for Management and Business Administration, Inc., 2010. The Marketing Mix (The 4 P's of Marketing). [Online] Available at: http://www.netmba.com/marketing/mix/[Accessed 31 August 2013].
Lees, G., 2013. Consumer Behavior, s.l.: Massey University.
Neal, D. T., Wood, W. & Quinn, J. M., 2006. Habits-A Repeat Performance. Current Directions in Psychological Science, 15(4), pp. 198-202.
Quester, P., Pettigrew, S. & Hawkins, D., 2012. Consumer Behavior. s.l.:McGraw Hill.
Solomon, MR 2007, Consumer behaviour: Buying, having, and being, 7th edn, Pearson Prentice Hall, New Jersey, USA.
