Discuss how the behavioural sciences might help in understanding buyer behaviour and through this the development of successful marketing programmes. 3147 word essay.
Discuss how the behavioural sciences might help in understanding buyer behaviour and through this the development of successful marketing programmes
Throughout this assignment I plan to discuss, analyse and evaluate 10 of the behavioural sciences and relate them to successful marketing programmes.
I plan to explain what consumer behaviour is, then analyse 10 points of consumer behaviour, then conclude my findings.
What is consumer Behaviour?
"Using Behaviour as a means of segmentation, buyers are divided into groups according to their attitudes and behaviour shown towards products and companies" (See Wright 1999 pp.114)
Perception and cognitions are closely linked. Through the stimulation of the senses perception occurs.
"Perception lies somewhere between raw sensation and the more cognitive concept" (See Chisnall 1997)
How does Perception affect an individual purchasing a particular Brand?
The senses are used in conjunction with each other; together these senses contribute to perceptions and opinions. This information gathered is then used to choose a particular product over another.
To perceive =To Hear (Young Model)
To sense internally
How can perception be used to increase the chances of a consumer purchasing your Products?
A live marketing example that appeals to all the senses is a wine tasting event. I would argue that the more senses you can appeal your product to increases the chance of purchase. I will apply my theory to Youngs Model.
Perception: Sight, A well-displayed selection of wine bottles with creative labels and descriptive comments. The use of colour would make the product more appealing as well.
Hearing:A spokesman talking about how amazing a particular wine is could educe a consumer to try it.
Touch:A well-designed bottle with the ability of an individual to "pick it up" would increase the chances of a consumer...
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