BIC 3032 Case Study Sample 2023
Introduction
Consumer behaviour changes often in respect of time and market conditions. In other words, retailers take different approaches to the market for effective forms of marketing promotions so that consumers are attracted to brands. In this regard, most of the retail organizations are proactive in terms of gaining a competitive advantage (Badre, 2020, p. 9).
The essay represents some of the ways that has taken by the retailers to attract consumers through various channels for attracting them towards products. This includes creation of monumental sign as well as great display of window as well. At the same, it throws light upon the cultural differences of consumer behaviours. Moreover, it focuses on the key area of business in terms of creating a customer base and establishing brand recognition.
Discussion
Influence of Retailers on Consumer behaviour
Understanding the process of decision-making carried out by various consumers includes the ways using which customers tend to get influenced by their psychology of marketers to develop as well as adopt various strategies in a market. According to various researches it would be stated that the process of decision making could be referred to as the behaviour patterns of various customers which help in gaining various ideas services as well as products for meeting their necessities (Harris, 2016, p 309). This aspect of decision making carried out by the customers had been a vital research area for various experts as well as academicians. At the same time, it helps as strategic process of marketing approaches so that consumers get easily get attracted to a particular product as well.
Retailers generally aim in obtaining consumer surplus in case of commodities, irrespective of durable or nondurable commodities, at the time of making purchases in order to satisfy their necessities (Thangasamy &Patika., 2014, p 5). Surplus is charged because of market inflation as well as competitive market in respect of profit as well as generates exclusive benefit in return. In converse process, video marketers continuously strive for or maximizing their profit margins in order to survive as well as grow within the market for the long run. These ends are paradoxical in nature and involve consumers and producers, must reach at a certain level of compromise which entails profitability and satisfaction in the exchange of various goods (Stankevich, 2017, p 8). For this particular reason various marketers continuously rely on various studies regarding the behaviour of consumers in order to position their planning as well as develop strategies of the products in order to ensure that they meet the necessities and demands of the customers in an efficient manner. There exist a huge number of factors including the buying behaviour of customers in the aspects of brand preferences of various durables. The buying behaviour of consumers is generally complex in nature and hence necessitates a critical level of investigation by various researchers including all the considerations in the world (Jain, Khan & Mishra, 2017, p. 1558). This includes analytical buyers who are motivated with logical information. At the same time, there are other categories of amiable buyer as well as driver buyer and expressive buyer depending on the appearance as well as transactions of buyers formed in relation to the retailers.
Retailers influence consumers from various aspects. In accordance with Naidu (2018, p 05), it opined that traditional buying have different sense and perceptions than non-traditional one. It determines the fact that consumers having traditional thoughts and perceptions in mind can be able to judge a product in terms of limited attributes such as quality and pricing strategy compared to other aspects like market feedback and it’s services.
Stages of consumer buying behaviour
Consumer buying stages are comprised of six stages starting from recognising problems in a product and then proceeding with information search from back ground study as well as evaluation of alternatives (Oblak et al., 2017). Besides, decision-making process comes much later in a consumer, which is later influenced by post purchase behaviour as well. For example, based on the model of consumer burying behaviour, a retailer is able to attract consumer in terms of offering them with additional value to the product by reaching their motive and senses psychologically. Retailers’ efforts in influencing consumers during purchasing products are like a philosopher that mainly attracts consumers in believing on the quality and longevity of the brand (Jain, Khan & Mishra, 2017, p. 1558). This determines the fact that having focusing on consumers having own preferences and choices could be convinced through one single point of attraction.
On the contrary, Carr(2019, p. 4-7), argued that retailers are able to influence consumers through their post-purchase service provided by the operation teams available. It demonstrates the fact that every retailer specifically some commonly brands like M&S or it is Sainsbury it Tesco PLC, is able to win the minds of consumers through after-sale services in various segments. For example, through dispute resolution mechanism, replacements, or exchange of products due to change in consumer’s tastes even after purchase. That means retailers have a direct or indirect impact on the consumers either before the sale of a product, during the sale, or after the sale in a particular market.
In society retailers have direct contact with common people. Along with the developing world the needs of people with different degrees over the world are increasing gradually. People from different races, countries, and cultures have different kinds of choices, so it is on the companies that how will they design their products to survive in this competitive world. Consumers are always in search of a good price and quality product, so brands are here to provide a comfortable lifestyle to their customers (Jain, Khan & Mishra, 2017, p. 1558). In this era of digitalization and the internet everyone wants to grab things sitting on their couch, and thus online shopping and E-Business are introduced.
The impact of the retailers on consumers’ behaviour or way of business brings the business to the brands together. The retailers have the power to guide people about the products. Their way of presentation is the key to their success. Even though the online platforms their only goal is to serve the customer to earn their bread and this leads them to leave a vast influence on consumers.
Emotional advertising
The concept of emotional advertising is used by most of the brands in order to connect with the customers and according to various reports it has been found that the customers could be attracted more emotionally than by data. In most of the cases it has been found that the organisations bring about emotional aspects in order to advertise their products like bond with the family members, maintaining relationships, care for family members and some more.
Sensory marketing
Sensory marketing could be stated as a particular technique that is utilised for reaching to the census of the customers and hence influence the behaviour towards the brand and how the brand as well as tactics make them feel. This particular approach had been one of the most popular one in a huge range of industries as well as businesses across the world which helps in implementing sensory marketing in their overall business strategy.
Key cultural differences between consumer behaviours
According to various researchers it could be stated that culture could be considered as a particular personality of the society.Taufique and Vaithianathan (2018, p. 46-55), states that the concept of culture could be outlined as a particular set of perceptions, designs, values as well as behavior that are learned from the society or some more institutions. Every culture has certain subcultures that include religions, nationalities, ethnic groups, and some more. Consumer behaviour and culture are known to come hand-in-hand such that it produces services as well as products that are known for meeting the priorities of a particular culture. The choice of brands and types of products is different for customers with a different culture. Geographical location, economic condition, generation, and degree of education are the basis of culture. Consumers are influenced by their society and tastes while choosing the brand or product category. For example, the ethnicity in clothes is more influenced by the religious behaviour, in the other side the appliances or durable products are bought on the basis of economic condition or social standard. Masculinity and faminity are another two important parts of social influencing. Where the earning member is the main deciding consumer of the family, studies are also showing that financially independent women are also becoming the concluding consumers (Han &Stoel, 2017, p. 91-103).
Advertising strategies used by Coca-Cola depends on the cultural beliefs of people. Similarities advertising strategy of coca cola is different in India and in UK. The strategies that are used in India on the basis of the cultural beliefs followed by citizens and the cultural beliefs that are followed by the citizens of the UK. Technology and internet facility has also brought ease in businesses and producer-consumer relations. The consumer can avail of their preferred brands or goods from any corner of the globe; whereas, retailers also have the opportunity to sell their products in abroad and spread their business. In the other side, the expenses of selling products via e-commerce platforms are far reduced than running an outlet, thus the income Products that bring comfort, autonomy, speed and convenience to the consumer has always been an influencing to customers. Advertisements and recommendations of trusted retailers and brands for durable products like four-wheelers, televisions, or other appliances bring an urge to increase assets in consumers. Retailers can also influence customers of middle-class people by opening outlets outside the posh locality or providing reasonable instalment plans as per the consumer’s earning.
Technology and internet facility has also brought ease in businesses and producer-consumer relations. The consumer can avail of their preferred brands or goods from any corner of the globe. Whereas retailers also have the opportunity to sell their products in abroad and spread their business. In the other side, the expenses of selling products via e-commerce platforms are far reduced than running an outlet, thus the income of the retailer is increased(Mu, 2019, p. 159-160). They can also provide delivery to the desired address and more discounts to the customer. In our busy life online platforms are providing us a huge variety of large appliances electronics and daily life essential products and the advantage of comparing between brands and prices within our small devices.
Conclusion
From the above discussion, it could be stated that the concept of marketing had not been a new one because it has been considered as a particular focal point of businesses. Various commodities that are manufactured by businesses are moved from a particular production point to their point of consumption by putting in place various marketing machinery at work.Therefore based on the overview of the analysis, consumers can be able to find some suitable aspects of brand value and recognition in a competitive market. In other words, retailers are able to accomplish their brand image through their authentic service more or less in a particular market through their simultaneous approach of change and transformation of the strategic plan of action in a market. Moreover, the majority of the retailers based in the UK-based or worldwide market take their approaches on the basis of customer segments and differences of culture and perceptions in a market. Hence, in this respect, consumers are able to find quality brands and product specifications according to their choice and preferences in a highly competitive market.
References
Badre, S.B. 2020. Study of Factors Affecting online Shopping Behaviours of Consumers. Our Heritage, Vol. 68, Special Issue 9. International Conference on E-Business, E-Management, E-Education and E-Governance.
Carr, L. 2019. The Business of Politics: Consumer Behavior Theory in the 2016 United States Presidential Campaign (Doctoral dissertation, North Central College).
Han, T. I., and Stoel, L. 2017. Explaining socially responsible consumer behavior: A meta-analytic review of theory of planned behavior. Journal of International Consumer Marketing, 29(2), 91-103.
Harris, F. 2016. Sustainable clothing, challenges, barriers and interventions for encouraging more sustainable consumer behaviour. International Journal of Consumer Studies, Vol. 40, 309-318.Sustainable clothing: challenges, barriers and interventionsfor encouraging
Jain, S., Khan, M. N., and Mishra, S. 2017. Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies.
Mu, Z. 2019. Consumer Planned Behavior Theory Based on Transformation and Its Application in Marketing.
Naidu, S. 2018. Utility and Consumer Behavior Theory. In Global Encyclopedia of Public Administration, Public Policy, and Governance (pp. 1-10). Springer, Cham.
Oblak, L., Pirc Barčić, A., Klarić, K., Kitek Kuzman, M. and Grošelj, P., 2017. Evaluation of factors in buying decision process of furniture consumers by applying AHP method. Drvna industrija: Znanstveni časopis za pitanja drvne tehnologije, 68(1), pp.37-43.
Stankevich, A. 2017. Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing Volume 2, Issue 6, 8.
Taufique, K. M. R., and Vaithianathan, S. 2018. A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior. Journal of cleaner production, 183, 46-55.
Thangasamy, E. and Patika, G. 2014. Factors influencing consumer buying behaviour: a case study. Global Journal of Management and Business Research: E Marketing. Volume 14, issue 5, version 1.
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