Friday, August 9, 2019
Promotional campaigns and consumers behavior Essay
Promotional campaigns and consumers behavior - Essay Example Currently,marketing creativity is focused on the study and analysis of consumerââ¬â¢s buying behavior.On the one hand,promotional campaigns that we can see every day may seem to us an ordinary event In reality, there is a need to cover numerous and diverse issues for marketers in order to satisfy the needs of the customers and make them buy a certain product. One may think that it is hardly realistic that a consumer may be influenced by some special strategies and appeal to: psychology of customers (the way they think; the way the customer is influenced by his environment); the behavior of customers in the process of shopping; the value of products and a real value of a certain product for the customers and many other factors (Alba and Hutchinson, 1987). Basically, there is a need for marketers to conduct a study of ââ¬Å"individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy nee ds and the impacts that these processes have on the consumer and society" (Mullen and Johnson 1990, p. 18). Theoretical overview Basically, in order to give an exact answer to the question ââ¬Ëwhy promotional campaigns should take into account consumerââ¬â¢s behaviorââ¬â¢, it is relevant to refer to the theoretical background of consumerââ¬â¢s psychology. Starting from 70s, scientists and researchers have underlined that consumerââ¬â¢s behavior is greatly influenced by their family members.... Moreover, a complicated nature of a comprehensive buyerââ¬â¢s behavior model is often considered to be inefficient in predicting consumerââ¬â¢s behavior in the future do to its complicated nature. There are two main approaches to the study of consumerââ¬â¢s behavior: the Behavioral Decision Theory and Social-Cognition Approaches to Consumer Research. Both these strategies are based on customerââ¬â¢s perception of a product and an intention to buy it in his consciousness (Alba and Hutchinson, 1987). Daniel Kahneman and Amos Tversky are representatives of BDT approach to the study of consumerââ¬â¢s behavior. Consumerââ¬â¢s choice is the main objective of the scientistsââ¬â¢ researches. A practical aspect In order to practically implement a theoretical knowledge about a consumerââ¬â¢s choice which is shaped under the influence of his consciousness, the promotional campaigns are developed with regard to the mental and social peculiarities, economical and many othe r factors of the target group (Holbrook, 1999). For example, it is rather hard to promote products of daily consumption. There are a lot of different producers and very often a consumerââ¬â¢s choice can be easily changed. ââ¬Å"A Cup of Instant Cultureâ⬠is a slogan created by Maxwell Coffee in previous years. In XXI century drinking coffee is an integral part of an individualââ¬â¢s image (Aaker, J.L., 1997). For example, if advertising campaign shows a smiling business woman or business man who drinks coffee, the consumers people in their consciousness would perceive this ad as exemplifying two concepts ââ¬Ësuccessââ¬â¢ and ââ¬Ëcoffeeââ¬â¢ as interrelated ones (Gerritt, 1999). In the modern world we often see exotic advertising of coffee. Coffee
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