It is true that what sells, is how you sell your business services and goods to the market. But to be frank, a wise entrepreneur would ask how do I know my market and how do I tailor my business to meet their needs? The answer to that is knowing the fact that “Everybody navigates life by making decisions that maximize pleasure and/ or minimize their pain”. That’s where the thought process happens for those people to buy your goods and/or services. For instance, if you sell a slim tea, think about who would consider weight lose journey, and why? This ideaology discussed above accumulates to the concept of consumer behaviour.
What is customer behaviour?
The study of consumer behaviour looks at aspects like sociological, psychological, and environmental influences on people’s purchasing behaviour. The unique contribution of marketing that sets this activity apart from the other corporate activities is its consistent attention to the customer. This includes creating better goods and services for the market, make them more efficient, and secure a long-term competitive edge, which needs a clear understanding of the consumer.
Using hierarchy of effects
The hierarchy of effects theory suggests how marketing influences customers’ behaviour and encourages the occurrence from lack of familiarity to liking and ultimately shopping decision.
The following paragraphs will discuss each stage in more detail.
1. At the awareness stage, the consumer notices the brand but with very limited knowledge about it. for instance the customer knows that there are products sold that could help with their weight loss journey.
2. It is essential to ensure that sufficient information is available to consumers for them to know the brand well so that they can move to the next stage. it is up to the business to properly advertise their slim product and make it reachable to the market at all costs. This includes selling in the right shop and having pop up stores around for the customers to be familiar with the product.
3. A brand brings emotional comforts to consumers, and consumers form positive perspectives on the brand.
4. At the preference stage, the brand must set itself out from competing goods and win customers’ favour over rival brands. This is where marketing happens, correct font, colour and slogan.
5. When a consumer is convinced to make a purchase, their positive feelings about a brand have been transformed into a firm choice.
6. Offering pre-order choice, usage instructions, or a promise of post-sales support are just a few examples of how to provide customers a good shopping experience. Such measures may compel customers to make greater purchases or to continue using the same brand when making subsequent purchases. Keeping in contact with customers makes them feel valued and checking up on their journey ever since using your slim product helps keep the momentum and shows care.
Overall these show that companies that understand consumer behaviour by understanding the psychological needs their customers are better at amplifying their sales through better service provision and marketing.
