Importance Of Consumer Behavior Essay

Questions:

Why Consumer Behavior is an Important Segment of Marketing.

Answers:

Introduction

Consumer behavior is an important segment of marketing, which the companies and organizations need to focus upon. Provision of branded and quality products to the customers influences their purchasing decisions. On the other hand, exposing negligent attitude towards the needs, demands and requirements of the customers adversely affects the purchasing decisions. The second situation brings losses for the companies and organizations (Solomon, 2014). Maintenance of consistency in this negligence makes the issue a matter of great concern. As an example, downloading pirated contents can be accounted as the behavioral tendency of the customers belonging to the age group of 20-35 years. This type of behavioral conduct aligns with their entertainment needs, the effectiveness and suitability of which is judged in this report. Herein lays the appropriateness of the word “dark” in terms of the behaviors exposed by the consumers while exercising their purchasing power (East et al., 2016).

Literature review

Exposure of unusual behavior by the customers in terms of making purchases, have resulted in mixed reactions. The managers of the companies and organizations have been compelled to put on their thinking caps regarding the achievement of effective solutions as their business is going in losses. The article entitled, Where do consumers draw the line? Factors informing perceptions and justifications of deviant consumer behavior bear direct relationship with the requirements of the report. The word “line” relates to the demarcation between the right and the wrong actions, which the consumers need to follow for abiding by the consumer ethics (Dootson et al., 2016). The question mark after the word line attaches an interrogative parameter to the awareness of the customers about the marketing ethics. Enhancing the knowledge of the readers on the factors, which deviated the customers from their usual behavioral conduct, can be considered as an attempt of the scholars to restore the demarcation between the right and the wrong purchase.


The article, “Deviant customer behavior: An exploration of frontline employee tactics. Journal of Marketing Theory and Practice” maintains continuity with the word factors of the article, Where do consumers draw the line? Factors informing perceptions and justifications of deviant consumer behavior. The word “exploration” of the first article relates to the discovery of the individual perceptions of the customers regarding their marketing activities (Reynolds & Harris, 2006).

Attitudinal theories

The “theoretical aspect” can be correlated to the justifications for the deviations that have been found in the behaviors of the customers. Deviations from the usual behavioral conduct contradict the propositions of behavioural theory. As a matter of specification, this deviation questions the expressions that an individual is expected to display in terms of his age. In case of the customers, this deviation is something beyond the characteristics that they are expected to portray while executing their purchases. Along with this, this deviation contradicts the phrase “planned action” and “reasoned behavior” (Schiffman et al., 2013). Both these aspects are the components of an individual’s maturity, which is nullified in terms of the deviant behavior exposed by the customers regarding the buying power. Absence of maturity while exercising the buying decisions relates with the darker shade of an individuals’ behavior.

The word “clones in the title, Game of clones represent the clones of the customers. These clones are the customers belonging to the age group of 20-35 years, downloading pirate movies and contents for their entertainment. Interesting fact here is that they are aware that these activities are illegal, in spite of that they do these kinds of activities to keep the pace with the others in terms of not missing the latest movies or trends that have emerged (Gunter & Furnham, 2014).The throne represents the hotseat, where the managers are generating huge income through the black money of the clon(ified) customers. Displaying consistent attitude in terms of carrying out the marketing activities brings out the darker shade of the personnel of companies and organizations in order to protect the hotseat. This type of behavioral conduct affirms the deviant attitude of the customers, which is bringing nothing but losses for the companies dealing with digital media. These aspects add value to the word “game”. The managers play with the black money of the customers, who have been trapped through promises of quality content. This situation intensifies the competition between the brands (Smith, 2014). Knowing tactics helps the companies to sustain their position within the competitive ambience of the market. On the contrary, lack of adequate knowledge compels the companies and organizations to lose their position, customers and reputation. Viewing it from other perspectives, it is the reasoned and planned behavior of the personnel, which deviates the customers from their buying decisions. It is under this influence that they commit unethical actions.

The result of indulging in unethical actions is worst than encountering taunts and mockery from the boss. In this situation, along with the managers, the customers are to pay compensations and fines, the amount to which is very high. The article, From fare evasion to illegal downloads: the cost of defiance shows the transformation of a customer from the adherence to the marketing legislations to the consequences that he might face in case of non-compliance with the marketing norms and policies (Dootson, 2014). The adjectives “fare” and “illegal” can be considered as the two phases of the consumers, which is exposed while they commit the basic actions for survival. Marketing is one of such action, which they perform for fulfillment of the survival needs.

Marketing strategies through motivational and learning theory

In order to restore the traditionalism in the purchasing decisions of the customers, cognitive learning theories seems appropriate. For this, the main aim of the marketing personnel should be on guiding the customers for the proper exposure of the appropriate expression and decision at the right place. Typical example in this direction is the provision of quality contents on TV and social networking sites. This would be one of an authentic and wise step of the personnel in terms of achieving customer satisfaction (Lantos, 2015). Therefore, in order to achieve positive results, adopting a strategic vision is crucial for the managers of the companies and organizations.

Strategy 1: Maintenance of equilibrium between the internal and external environment

Obtaining a balance between the internal and external environment would enable the marketing personnel to encounter infrastructural development. For this, consideration of the value chain analysis would act as a wise step for the personnel. This wise would enhance the maturity of the personnel in terms of ensuring the fulfillment of the needs, demands and requirements of the customers (P?rez et al., 2013). Within this, partnership working is an important element for smooth functioning of the business activities. This coordination would broaden the perspectives of the personnel in terms of mitigating the illegal activities in which the customers might indulge. Market research regarding the consumer approaches towards the products and services of the other brands would enrich the knowledge of the digital media personnel about airing innovative contents. Exposure of conscious and rational approach in this direction would be a gradual reduction in the practice of downloading pirated contents.

Strategy 2: Provide training to the staffs

Providing training to the staffs on the effective and judicious utilization of the latest technologies would reduce the misutilization of the devices. Segmenting the training into various parts would help the staffs to attain an easy grasp over the issues related to the consumer behavior and its solutions (Ashley & Tuten, 2015). This would project the consideration of the propositions of cognitive theory, which states the exposure of correct behavior at the right time. Along with this, briefing the staffs about the tendencies, specific tastes and preferences of the customers to the staffs would help them to achieve effective solutions regarding influencing their buying decisions. Taking post training tests would help the managers to assess their capability in terms of making practical applications of the learnt skills in the execution of the workplace operations. Herein lays the importance of cognitive learning, which motivates and encourages the staffs as well as the managers to delve deep into the mindset of the customers for gaining knowledge on their behavioral conduct (Oliver, 2014).

Strategy 3: Encourage the customers to attend sessions consumer ethics

At the initial stage, the customers would not be ready to attend the session on the consumer ethics. Attending these sessions would adversely prod their purchasing power. However, the personnel need to apply correct tactics in order to study their reactions and approaches towards the undertaken steps. For this, possession of adequate skills and knowledge is essential for luring the customers towards the brand. Issuing warning regarding the consequences of indulging in unethical actions, before the starting of the programs on TV and social media would be an innovative step of the personnel of digital media (Vinerean et al., 2013). Along with this, it would also reflect the compliance and adherence to the marketing ethics by both the customers and the personnel. Emerging successful in this direction by the personnel would project their consideration of Maslow’s Hierarchy of Needs. Exposure of rationalistic attitude in this direction would make the personnel realize that downloading pirated contents is illegal and it needs to dealt strongly.

Taking the assistance of the statutory bodies would be a wise step for the personnel in terms of averting the serious issues. Support from the statutory bodies of law would help the digital media personnel to establish authentic and valid consumer ethics. This support and assistance would prove helpful in setting punishments and compensations for the consumers violating the norms (Ashley & Tuten, 2015).

Conclusion

This report emerges successful in providing an insight into the aspect of consumer behavior. The example of game of thrones reflects the practice of the managers regarding playing with the black money of the customers, in order to win the rat race for attaining the hot seat. However, delving deep into the situation, it is observed that it is the influence of the managers, which has compelled the consumers to indulge into the unethical acts like downloading pirated contents. The increasing demands of this action have compelled the marketing personnel to put on their thinking caps in order to mitigate this practice. In such a situation, providing training to the staffs seems one of the most appropriate solutions for making the customers aware of the harmful consequences of downloading pirated contents. Training the staffs about the correct and proper consumer behavior would encourage them to expose generous behavior, which lures and influences their purchasing decisions. Herein the darkness of the gaming practice attains a positive tone in terms of ethical behavior of the customers. In view of this shade, the gaming is to sustain the position within the competitive ambience of the market in terms of delivering quality products and services to the customers

References

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Dootson, P. (2014). From fare evasion to illegal downloads: the cost of defiance. The Conversation, (18).

Dootson, P., Johnston, K. A., Beatson, A., & Lings, I. (2016). Where do consumers draw the line? Factors informing perceptions and justifications of deviant consumer behaviour. Journal of Marketing Management, 32(7-8), 750-776.

East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: applications in marketing. Sage.

Gunter, B., & Furnham, A. (2014). Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics (Vol. 5). Routledge.

Inoue, Y., & Kent, A. (2014). A conceptual framework for understanding the effects of corporate social marketing on consumer behavior. Journal of Business Ethics, 121(4), 621-633.

Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.

Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.

P?rez, A., del Mar Garc?a de los Salmones, M., & Rodr?guez del Bosque, I. (2013). The effect of corporate associations on consumer behaviour. European Journal of Marketing, 47(1/2), 218-238.

Reynolds, K. L., & Harris, L. C. (2006). Deviant customer behavior: An exploration of frontline employee tactics. Journal of Marketing Theory and Practice, 14(2), 95-111.

Schiffman, L., O'Cass, A., Paladino, A., & Carlson, J. (2013). Consumer behaviour. Pearson Higher Education AU.

Smith, N. C. (2014). Morality and the Market (Routledge Revivals): Consumer Pressure for Corporate Accountability. Routledge.

Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.

Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66.

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