As a marketer, do you wonder how you can capitalize on predictable behaviors?
It is true that, Consumer Behavior theories help predict how consumers make purchasing decisions. However rational decision-making processes dominate consumer behavior.
In this following article, we will analyze some C.B Theories to better understand how we can utilize them to benefit marketing.
Developed by Martin Fishbein & Icek Ajzen in the late 1960’s, this theory focuses on the importance of pre-existing attitudes.
For example, let’s say you are selling a flying carpet. A person will only be intrigued, if they know that this purchase can make them FLY. It is not the quality or price that they are concerned with.
In other words, people will only take action if there is a specific result expected.
Abraham Maslow believes that humans are wired to act based on a set ‘Pyramid of Needs’.
In relation to Marketing and Communications; if a brand is able to relate its product or service to the right part of this triangle, the tendency for people to buy-in is much higher.
And finally, on to the notorious and extremely relevant.
While many of the theories of Consumer Behaviour focus on rational action, Hawkins Stern believed heavily in the idea of impulse behavior.
Stern established four categories of impulse buying:
First are the purely impulse purchases, like a candy bar at the checkout line of a grocery store.
Second consumers make reminded impulse buys, like placing a display of hot dogbuns next to a meat cooler.
Third are suggested impulse purchases, such as a warranty for an electronic device.
Finally, consumers make planned impulse decisions, where they know they want to buy a product, but are unsure about the specifics.
Impulse buying theories present an ocean of opportunities for marketers. Every aspect of a product, from how its packaged to the way the product it is displayed in-store has an impact on a consumer’s impulse control.
According to a Salesforce report, 76% of consumers expect companies to understand their needs and expectations. This means that if you don’t understand what a consumer wants before they can tell you, they’re probably taking their business elsewhere. One could even conclude that marketers who can capture the impulsive thought and apply methods to close the sale will have the most success.
English 
العربية