MARKETING STRATEGY AND CONSUMER BEHAVIOUR

A Study of an Effect between Marketing Strategy and Consumer Behaviour

A Study of an Effect between Marketing Strategy and Consumer Behaviour

Introduction

The environmental elements can affect buyers' moods and emotions. For example, a crowded clothing shop would create a negative feeling of discomfort, frustration, or even anger in the customer, such as, consumers who go to a crowd clothing shop, which that probably give a negative feeling within discomfort, frustration, or even angry (Selnes, 1989). This will result in loss of customers in short as well as long run. Therefore, a more comfortable and user-friendly environment is very important. For instance, in a supermarket, there is a customer service department, which help in dealing with complaints of products and staff. Generally people don't come back to a supermarket where they had a bad experience. However, similarly, almost all supermarkets have their complaint department which can make most buyers feel better than before (Selnes, 1989). In other words, this marketing strategy is to make sure that the consumers are reducing their negative feelings, and creating a new or even better feeling of the supermarket.

Consumer Behavior

Consumer behaviour and marketing strategies are always changing and interactional. These changes of consumer rely on cognition of their culture and environment of consumption (Tybout, 1981). In other words, sellers can change environmental elements of products and attract consumer, and even to change or increase the cognition of consumer in a special good. This can be named marketing strategy, and it is also can be seen as a plan designed to get the aim of marketer (Aaker, 1990). The sellers or producers use this plan to affect individual, consumer group, and the whole society. Marketing strategies help producers understand what consumers desire and why. Thus, the more marketers know about consumer behaviour and try to analysis them, the better marketers' chances for successfully achieving profits (Derbaix, 1991). Consumer behaviour and marketing strategies are affected by each other, when one be changed, the other one should be, therefore, they are constantly changing and evolving over time. For example, one successful operation of marketing strategy in one region or one product usually fails miserably in another different area or good (Day, 1989). There is a US food company named Kellogg which tried to achieve market share in UK by using their Nutrient cereal. It failed dismally because Kellogg did not recognize that US market is different with UK, British consumers lagged Americans in health consciousness in the mid-1980s (Tybout, 1981). Therefore, sellers needs a useful and effective marketing strategy to win the dynamic nature of consumer.

A number of industries are experiencing the negative effects of the changing market practices and the new power structures and many traditional players attempt to react to the change by radically re-designing their business processes and revenue models. Some examples are as follows:

The main distribution channel of the traditional travel and holiday industry, the travel agency, has seen its role as intermediary substantially ...