O-range

Consumer Buying Behavior and Market Communication

Consumer Buying Behavior and Market Communication

Introduction

The most important and crucial step in forming marketing strategy is to identify the target market. Analyzing and understanding the target market will help to gauge the consumer behavior. Consumer buying behavior is complex yet challenging to deal with. There are many theories and modules that one can use to influence the consumer to buy their product. However, predicting consumer buying behavior is a task that no theory can guarantee its success (Smith & Jonathan, 2004, p.90).

Businesses can improve marketing strategies by studying the consumer and highlighting issues such as

Consumer's psychology. How they reason, think, feel, and make a choice between various alternatives of brands or product available

Factors that influence consumer's environment that is family, culture and media.

How consumers behave while they shop

Motivating factors and limitations in knowledge of the consumer influence decisions outcome;

Improvement in marketing campaigns and strategies to productively reach the consumer.

Discussion

Proposal

O-range is a clothing boutique selling clothes and accessories. It specifically designs clothes for females that come in the bracket of teens to elderly. We offer casual, formal and party dresses lined up with some matching accessories to beautify the outlook. The quality of stitching, material used and designs will be original and unique.

O-range guarantees to provide with well fitted clothes as labeled by the size. No color loss or shrinkage of the fabric after laundry. The fabric used will not tear off easily. Falls of the dress will be proper, and seams will be double stitched securing it. Designs and patterns will be original and will be exclusively available in O-ranges. The quality will meet the customer's expectations and requirements.

The allotted budget for a marketing campaign is £100,000. As the business is yet to establish, we need to communicate our message loud and clear that reaches to the market we want to cater. In order for our business to be successful, we need to apply theories to understand consumer buying behavior and create marketing communication strategies accordingly.

Target market

Fashion is an expression of any individual or an association. Not everyone will respond in the same way towards fashion as their preference in style varies. The target market has to be well defined which can be done by identifying the customer. It can be done on the basis of demographics such as age, income, considering geographical location based on regional styles and climate factor. Psychographic characteristics such as social affiliation might be taken into account (Ingram, 2009).

O-range target market is covering females that are in their teens and goes till the elderly people who are fashion cautious. The approximate age set is 15 to 60s. As we are providing with 3 categories of clothes that are casual, formal and party dresses, we are capable of catering to the age bracket. The prices set will be appropriate meaning not too expensive. This will broaden our market and people will accept the product at a reasonable price easily. O-range will have stock in accordance with the weather changes in ...