Chapter 15

Aspects of Consumer Marketing

Why is it important to understand consumer base?

 Reasons:

1. Extensive Problem Solving Consumers

2. Limited Problem Solving Consumers
3. Routinized Response Behaviour
4. Impulse Buying Behaviour on the RISE
5. Critical for retailers to start investing in
brand
6. Need to update according to the market
7. Rising Affluence and Education
Consumer Insights can affect your
Marketing Strategies

1. Empowered by
mobile

• They can (want

to) get what they
want easily and
instantly
• Know their rights
Consumer Insights can affect your
Marketing Strategies

2. No decision is too small

for today’s consumers

• Consumers are capable

of making right purchase
decisions in this modern
era

• Informed- decision
making process
Consumer Insights can affect your
Marketing Strategies

3. “Try before you buy”

mindset

• Consumers have
increased choices (stiff
competition)

• Today, marketers have to

be wary of consumer
buying patterns and
threats from competitors
Consumer Insights can affect your
Marketing Strategies

4. Companies realize they

no longer can give “any
colour” to consumers.
“Consumers want
variety”. What appeals
today may not be
appealing tomorrow.

• (culture, reference
groups, ever changing
needs etc)
Example
 Why is so successful ?

Marketing using consumer behavior insight is how Apple

succeeds

Consumer behavior plays a huge role in their marketing

and ultimately the success of the company

Once a consumer purchases a product or downloads

iTunes, Apple has access to data the company leverages.
Apple uses this information to gain significant insight into the
consumer and what drives purchase behavior.
Why is so successful ?

• “Marketing is
understanding your
buyers really, really
well. Then creating
valuable products,
services, and
information
especially for them
to help solve their
problems.”

– David Meerman Scott

10 Ways to convert more Customers
1. Analysis paralysis (why
NO?)
2. Use Labels (Gold member)
3. Understand the types of
buyers
4. Marketers must be
genuine & authentic
5. Use urgency the right
way
6. “Light Up” your
customers’ brains
7. Make an enemy
8. Appeal to your
customers with some
associated values
9. Devil’s advocate – dare
to address & dismiss
customers’ concerns
with expert opinions
10. Create “small wows” that
customers do not expect