How to Understand and Manage Consumer Behavior of customers?


The study of consumer buying behavior is essential for marketers as they can understand the expectation of the consumers. It helps to understand what makes a consumer buy a product. It is important to assess the kind of products liked by consumers so that they can release them to the market. Marketers can understand the likes and dislikes of consumers and design base their marketing efforts based on the findings. 

Importance of Consumer Behavior

Understanding consumer behavior is essential for a company to find success for its current products as well as new product launches. Every consumer has a different thought process and attitude towards buying a particular product. If a company fails to understand the reaction of a consumer towards a product, there are high chances of product failure.

An organization that wants to be successful must consider buyer behavior when developing the marketing mix. Buyer behavior is the actions people take with regard to buying and using products. Marketers must understand buyer behavior, such as how raising or lowering a price will affect the buyer’s perception of the product and therefore create a fluctuation in sales, or how a specific review on social media can create an entirely new direction for the marketing mix based on the comments (buyer behavior/input) of the target market.

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In the digital age, there is an increasing number of customers purchasing online through company websites and 3rd party seller websites, via mobile apps, or even through social media. But there are also a number of consumers who will still prefer to make purchases via more traditional methods such as in-store or over the phone.

To make the right marketing choices, you need to understand where your customers prefer to purchase from. Understanding their reasons for their current preferred purchase method could also be the key to influencing them to change the way they buy, for example switching from the website to the mobile app, or from in-store to online.

There are a variety of sources where information on a company and its products/services can be found both on and offline.

It is important that you understand where your customers look for information (do they use search engines? Look at classified advertisements?) and who they listen to (do social media mentions and recommendations influence their decision to purchase?).

The company website is most likely the first port of call for a customer looking for more information about the brand, and so it is important that the website is clear and concise in the information it offers and the way it presents this information.

Social media often become the second or even first place that customers will look when wanting to learn more about a brand, so it is important that all information and the brand’s voice match up across the website and social media channels.

Conclusion 

Consumer behavior analysis has emerged as an important tool to understand your customers. By looking into consumer psychology and the forces behind customer buying behavior, companies can craft new products, marketing campaigns and increase profitability. 

Companies should talk to consumers, watch out for frustrations, and most importantly, identify their needs and expectations!