by Leigh Goessl

Created on: May 01, 2010

Consumer behavior is an important consideration when constructing a marketing plan. While profits, sales numbers and all profit generating departments are important, when it comes down to it consumer behavior is a big part of the marketing puzzle.

Businesses that cannot understanding how a consumer's mind operates will have a more challenging time figuring out how to target a campaign that will attract or catch attention.

Trying to discover what drives, attracts and motivates consumers is pretty valuable information. Marketers who can successfully figure out what makes potentially interested consumers tick will have gained a terrific opportunity to use the information in order to develop a strong campaign.

Pre-technology a lot of this information could not be seen by the naked eye, or if so, would take an enormous amount of time to compile and analyze. Today through technology marketers have an easier means to collect and reflect upon the information collected and learn more about consumer behavior from different perspectives. As a result marketing experts can then use the information to improve their marketing strategies.

According to Lars Perner, Ph.D. of the Marshall School of Business as USC, "the study of consumers helps firms and organizations improve their marketing strategies by understanding issues" and continues to describe how "the psychology of how consumers think, feel, reason and select between different alternatives" and he cites brands and products as examples.

Other consumer behavioral factors of value are gaining perception of how consumers are influenced by their environments, shopping routines, decision making processes, and motivations.

Professor Perner also suggests there are four main benefits related to consumer behavior:

*Marketing Strategies - this includes grasping good timing, effective advertising techniques and pleasing customers.

*Public Policy - Gaining knowledge of public policy and how products can impact (i.e. side effects) is critical.

*Social Marketing - This factor involves ensuring ideas are passed to consumers rather than aggressive sales. This could include awareness or if society is resistant, alternative methods.

*Better Consumers - Studying consumer behaviors make marketers better consumers too.

Understanding how to utilize the information gleaned from consumer behavior is the key. Armed with this information marketers can focus on producing products and/or services targeted markets are actually interested in, and they can also figure out how to develop effective campaigns..

If these two objectives can be accomplished, then the chance of converting marketing efforts to sales increases  Seems if a good glimpse in consumer behavior can be made, then the rest comes more naturally.

Reference:

http://www.consumerpsychologist.com/

Learn more about this author, Leigh Goessl.
Click here to send this author comments or questions.