![]() On the other hand, advertisement is a way how consumers can find products that are safe and that deliver the performance that was promised. Marketing influences the decisions with the advertisements on magazines with celebrities or a recording on social media including an industry expert explaining about a product. What kind of car they should buy, how they should plan the wedding, which beer they should buy to enjoy the weekend, where they might spend their vacations, or which pizza brand they should eat. Ads show us how consumers should act regarding their lives. Through advertisements, marketing competes for our attention. Therefore, does marketing imitate life or vice versa? The final decision is always of the consumer, but currently, we are living in a world where the actions of marketers significantly influence decision-making. Nonetheless, consumer behavior is a process and not the end. The use of market segmentation strategies means that an organization targets its product, service, or idea only to specific groups of consumers rather than to everybody – even if it means that other consumers who do not belong to this target market are not attracted to it. But we can classify a consumer into a set, then having multiple sets of consumers, splitting them into diverse segments. The consumer is unique and has different needs. Culture and new technologies, such as social media and apps, create a new consumer who is always on, connected. Also, the environment that we live in, where we work, our age, our gender, our income, our race, our lifestyles, and our occupation have influenced our choices. This is because our choices as consumers relate in powerful ways to the rest of our lives. However, it is imperative to keep in mind that the motivations to consume are complex and varied. Recognizing how the products and services purchased and used by the consumers fit with their lives have kept some companies ahead of their competitors. Nowadays, it is essential to understand how people interact with the marketing system if the company wants to work with successful brands. ![]()
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