Consumer Behavior
Consumer Behavior
Consumer behavior is the buying patterns of consumers, the processes they use to make purchases, and the psychology of how consumers think and are influenced. “The field of consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (Hawkins, Mothersbaugh, & Best, 2007, p. 6). Consumer behavior is important to help determine or predict why consumers buy particular products or services and not others. This allows marketers to adapt and develop marketing strategies. Consumer behavior is important when composing a marketing plan. Revenue, sales numbers, and profit generating departments are important, but consumer behavior is a huge part of the marketing puzzle. Organizations that do not understand how consumers’ minds operate will have a hard time figuring out how to target a campaign that will appeal to individuals. Trying to uncover what appeals to and motivates consumers is priceless information. Marketers who successfully determine what interests the consumers will be able to use the information to develop a strong campaign. With the technology available today, marketers have an easier means to gather and assess information they collect to learn more about consumer behavior from different perspectives. Because of this, marketing experts can use this data to develop marketing strategies. Understanding how to utilize the information gathered is essential. Obtaining this information allows marketers to focus on producing products and services that appeal to their target markets. They can also figure how to improve effective campaigns. With these tasks accomplished, sales will increase. If appropriate research on consumer behavior is made, the rest should fall into place. Bathtubs are not routine purchases. Therefore, when such a large item is purchased, it allows individuals to examine the 4 P’s of marketing more closely.
Product
Bathtub companies must remember consumers have a choice. Therefore, Sterling, a Kohler company, places considerable emphasis on developing products their customers want and need. Market research helps to determine what the product is. The company must also keep in mind customers desires or needs tend to change over time. Marketing teams must constantly monitor consumer preferences. What consumers consider stylish and appealing today may be considered inadequate tomorrow. To meet these changes, Sterling has expanded their product line to satisfy their target customers. To the consumer’s satisfaction, a specialty size tub with built-in shelves was found. The tub can be inserted into the existing space which eliminates the need of tile or messy grout. This is a product that appealed to