Understanding Consumer Behaviour

Understanding consumer behaviourbefore launching a product i.e.Tablet.

Table of contents:

* Understandingconsumer behaviour

* Advantages

* Disadvantages

* Conclusion

* Appendix

Understanding consumer behaviour

Studying consumer behaviour helps a company to set up its goals and marketing strategies. To understand a consumer’s psychology in order to improve an organisation’s marketing tactics is essential; it helps firms and organisations to study the behaviours, choices and needs clients make to consume a product or service. Hawkins (2007, pg.22) stated, “The consumer decision process intervenes between the marketing strategy and the outcomes. That is, the outcomes of the firms marketing strategy is determined by its interaction with the consumer decision process. The firm canonly succeed if consumers see a need that its product can solve, become aware of the product and its capabilities, decide that it is the best available solution, proceed to buy it and become satisfied with the result of the purchase.”

Marketers use a number of ways to analyse consumer behaviour including behavioural, emotional and cognitive. Solomon (2013, pg. 3) concluded that various factors influence consumers to make choices to buy products including their friends, social media, society and culture. Kumar (2009, pg. 181) proposed that it is very important to keep the values, beliefs and morals of customers in mind. Especially, while introducing gadgets like mobile phones, laptops and tablets, it is vital if the product is more environment-friendly and has a positive impact.

Advantages

There are numerous advantages a product launching company can get by learning its consumer’s behaviour before introducing its tablet in the market. Wayne (2013, pg.413)suggests that by making emotive advertisements before a product is launched, the consumer feels himself connected to that product and would look forward for its consumption. Similarly, if a tablet is advertised in...