Consumer Behaviour used to Manipulate Consumers

Table of Contents Introduction 4p’s effect on behaviour, cognition, effect 4p’s effect on the stages of decision making Effect of marketing mix on consumer perception 4p’s effect on motivation conflict Conclusion Reference List Introduction The question that is often asked by most business managers today concerns the ability of firms to meet the needs and expectations of customers. Meeting these demands and expectations entails comprehending the marketing environment.Advertising We will write a custom essay sample on Consumer Behaviour used to Manipulate Consumers specifically for you for only $16.05 $11/page Learn More This paper explores the value of customer behaviour knowledge on the ability of firms to manipulate the customers. The paper focuses on the value of consumer behaviour knowledge on the marketing mix. 4p’s effect on behaviour, cognition, effect According to Sahney (n.d.), consumer behaviour is determined by three key elements. These elements include effect, knowledge, and behaviour. Behaviour is the visible action of the consumer that is translated into the decision of a consumer to purchase or not purchase a given product. Any alteration of the elements of marketing mix results in change in customer behaviour (Sahney n.d.). Cognition entails the manner in which customers process the information in the market as they seek to reach critical decisions concerning products and services. Therefore, altering the orientation of a brand by focusing on any of the marketing mix elements can have significant effects on the way consumers process information on a given product or brand in the market (Sahney n.d.). The decisions of consumers can be comprehended from what the feelings that the consumer hold about the good or service. Comprehending the factors that determine the variation in the intensity and level of persistence of these feelings is an important factor in altering the patterns of fee lings through making meaning adjustments in the marketing mix (Sahney n.d.). 4p’s effect on the stages of decision making Research in marketing has ascertained that consumers make several considerations before making decisions for or against certain products and services in the market. This is represented in the five stages of customer decision making. It is important for marketing executives to comprehend the consumer decision making continuum to develop marketing strategies that can aid in altering the behaviour of consumers (Pride Ferrell 2012). For instance, altering the price of a product can result in a reconsideration of a given product.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Therefore, at every stage of decision marketing, an adjustment in any of the elements of marketing mix has the potential to affect the view of the customer. This, consequently, affects the final decision (Dibb, 2012). Effect of marketing mix on consumer perception The perception of consumers about a given product or service depends on several factors. Most of the attributes of products or services from which consumers gather and process information on the product are embedded in the marketing mix. The perception can be easily altered by altering the brand (Parsons, 2013). 4p’s effect on motivation conflict The drive of consumers to satisfy their needs through goods and services is something that ought to be given attention by marketing executives. Consumers are torn between the forces of acceptance and refusal of a product when the product is not clearly defined to them. However, the application of the marketing mix often eliminates the psychological war with the consumer by making them to choose among the desirable features of a product or a service (Kimmel 2013). Conclusion From the discussion in the paper, it can be argued that consumer behaviour knowledge is cri tical in the development of effective marketing decisions. Understanding the behaviour of consumers makes it easy for firms to alter the marketing mix elements in their favour. Reference List Dibb, S 2012, Marketing briefs: a revision and study guide, Routledge, London. Kimmel, AJ 2013, Psychological foundations of marketing, Routledge, New York, NY.Advertising We will write a custom essay sample on Consumer Behaviour used to Manipulate Consumers specifically for you for only $16.05 $11/page Learn More Parsons, AL 2013, ‘The consumer mind: Brand perception and implications for marketers’, Journal of Consumer Marketing, vol. 30 no. 3, pp. 310-311. Pride, WM, Ferrell, ‎OC 2012, Foundation of marketing, 5th ed., Cengage Learning, Stamford. Sahney, H n.d, Module-1: Consumer behavior. Web. This essay on Consumer Behaviour used to Manipulate Consumers was written and submitted by user Jeram1ah to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.