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Consumer behavior helps marketers shape advertisements to catch their attention and to purchase advertised products or services. Marketers can use effective tools to advertise their products or services to consumers. Consumer behavior helps with understanding what consumers look for in a product through certain behaviors and thought processes. The model of consumer behavior is constructed from various elements of consumer behavior. Through four consumer behavior aspects, it creates a whole consumer behavior model that marketers can follow.
First, when advertising to consumers, marketers should look into their personal preferences towards certain products and services. Effective marketing tactics will follow the consumer’s preferences and tastes. Conducting focus groups help marketers figure out what the consumer’s preferences, likes, and dislikes are for that certain type of product before releasing to the public. Early screenings of movies are conducted before the movie’s release date, so that movie executives can figure out which scenes to keep or cut from the movie based on the consumer’s preferences. Companies that do these steps will become more effective because they include consumers in their product’s process and are provided feedback to help improve a product or service. With effective marketing towards the consumer’s preferences, marketers and businesses can benefit from increased profits. There is another aspect to look for in the consumer behavior model when advertising, Lifestyle.
Second, advertising should follow the consumer’s lifestyle in terms of income, and similarity with features. Advertising for products such as the iPhone 7 will appeal to some consumers who can afford the iPhone. Brand loyalty plays a part in advertising, which means consumers who have grown up with a certain product such as iPhone or Android will get used to the features and will continue to purchase that product. Consumers become familiar with the features of certain products that they will always purchase an upgrade on that certain product. Some consumers will spend more money, if the quality of the product is efficient. Other consumers will spend less on certain products, if they are not looking to spend as much money. Marketers market the iPhone alongside with Android. Loyal Apple consumers will purchase Apple products because they are used to the quality of the product that purchase associated with the brand. Android users will stick with purchasing Android products because of their customization tools, memory, screen size, and their affordability compared to iPhones. This aspect helps market to consumers who are consumed with brand loyalty when purchasing products. Another aspect to follow in the consumer behavior model is purchasing decisions.
Third, consumers make purchasing decisions through precise decision making decisions such as price and quality of a product. For example, Black Friday is very popular amongst consumers because it is when products are cheaper than retail prices. Retailers such as Best Buy, Wal-Mart, and Target benefit from Black Friday sales. Many retailers have Black Friday sales as early as 5 PM on Thanksgiving Day before Friday occurs. Many retailers such as Amazon.com, Target, Wal-Mart, and Best-Buy have Black Friday sales online, which includes free shipping. Consumers can shop online because it is more convenient for them to get their products and free shipping instead of driving and fighting crowds of people. Consumers will pay cheaper prices for products that are very high in quality during Black Friday or Cyber Monday. Consumers like to spend less money during the holidays, especially, so that they could get their relatives and friends gifts for discounted prices. Cyber Monday offers the same sales as Black Friday and gives consumers more time to shop for their gifts that were busy during Black Friday. Marketers should pay attention to advertisements in terms of a romantic holiday, such as Valentine’s Day.
Fourth, consumers make decisions during the holiday, Valentine’s Day. Valentine’s Day is one of the most expensive days of the year. According to Belle Reynoso, “$18.6 billion was the total spending that will be reached by Valentine’s Day” (Reynoso, CNN). Marketers can advertise to consumers for Valentine’s Day, that is a very profitable holiday for candy, flower, and jewelry businesses. The estimated amount of money invested in candy, flowers, and jewelry was estimated six billion dollars. Men want to show their love for their significant other and will purchase items that they appreciate the most whether its diamonds, roses, or chocolates. Marketers can advertise flowers, diamonds, and chocolates prior to Valentine’s Day, which would help increase the awareness of purchasing items for significant others. Advertising roses especially red roses will help increase sales because red roses are usually associated with Valentine’s Day. Approximately over 40 percent of consumers will purchase their Valentine’s Day gifts through their smartphone. Using apps to purchase Valentine’s Day gifts, such as Amazon.com will help to ensure that consumers will purchase items that will be delivered before or on Valentine’s Day. Marketers can incorporate using Amazon to purchase gifts by showing their “Buy Now” button, which allows consumers to click and purchase items effectively.
In conclusion, through these steps described above, marketers can create a consumer behavior model that can effectively persuade consumers to purchase services and goods. Marketers who include the consumer’s in advertisements and products will benefit from feedback, comments, and tips on how to improve their product to pertain to the consumer’s preferences. The consumer behavior model forms with all four aspects helping each other to understand to effectively advertise to consumers.
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