Why it is important to know the Consumer Behavior
- A better knowledge of consumer behavior helps marketeers doing a better job in selling them their products. They need to understand:
- how consumers think, feel and select from alternatives like products, brands;
- why consumers buy and act the way they do;
- how they purchase in groups or individually;
- the role of emotions in purchasing decisions, post-purchase attitudes, and the role of object utility;
- how the consumers are influenced by their environment, the reference groups, and family, cultural, social, personal and psychological factors.
- The scientific insights help marketeers to design campaigns that speak to the fundamental concerns and desires of their audience, greatly deepening the impact of the marketing materials.
- For this reason, advertising has looked into different researches to help them better understand their consumers, looking at very different branches of science, like mass media theory, psychology, sociology, etc.
- Here are the main ones that are meaningful for a marketeer.
