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Marketing Essay Example: Why Marketers Study Consumer Behavior

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607 words
Boston College
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Marketers study consumer behavior because they have to know the tastes and preferences of different consumers and provide products which cater to their needs. According to Solomon (2014), consumer behavior is complex, and each of the consumers will have different attitudes towards the purchase, consumption, and disposal of various products. A clear understanding of consumer behavior enables successful marketing of products. As such, consumer behavior study aids marketers in meeting the sales targets.

Ways Marketers and Consumers Can Reduce Cognitive Dissonance

Cognitive dissonance refers to the inner tensions that consumers experience after making a recognition and inconsistency between behaviors as well as values and options (Gautam, Singh, & Agrawal, 2015). Reduction of dissonance by most consumers is ensured via a justification of their decisions. Marketers, on the other hand, can reduce dissonance by having effective communication with purchasers as well as offering dissonance-reducing statements and post-purchase letters.

Factors That May Affect the Extent of My Information Search

Assuming that I have made a decision that I want to purchase a mobile phone, three factors which may affect the extent of my information such include: -

Knowledge and experience about the product- less knowledge about the mobile will result in more searches.

Confidence in decision-making- if I am confident of deciding on what phone brand to purchase, then I will not do an external search.

Perceived risk- if the phone brand I am searching for has a high risk, then I will conduct more internal and external search to ascertain the less risky brand.

Tactics A Marketer Can Use to Increase the Sales of Low-Involvement Product

Sometimes, customers will not recognize their wants, especially on low-involvement products unless they visit the stores. One of tactics that can be used by marketers to increases sales of low-involvement products is in store promotion (Solomon, 2014). The second tactic is linking the low-involvement products to a higher involvement issue and product. Thirdly, marketers should offer products based on a limited availability basis as a tactic to increase the sales through positive publicity.

Roles Various Family Members Can Play to Influence the Purchase Decision-Making Process for A New Houseboat

Family members play a critical role in influencing the decision-making process for various items which will be used by most of the family members. Different family members have the task of shaping the following decisions: -

Whether to buy the houseboat

Which product to purchase

When to buy the product

Which brand to purchase; and

Where to buy the product

Maslows Levels of Hierarchy of Needs and Marketing Message Appealing to Each Need Level

Physiological Needs- these include physical requirements such as air, water, food, and clothing critical for human survival. The marketing message should state the suitability of products which quench the physiological needs.

Safety Needs- these needs come after fulfillment of physiological needs and safeguard physical safety. The message for such needs should assure the audience of their safety and security.

Social Belonging- these are feelings of belongingness which include friendships, family, and intimacy. Marketing message should seek to foster relations and friendships.

Esteem- this is the need for self-respect and includes competence, self-confidence, strength. Independence as well as freedom. The most appealing message should assure the audience of increased self-esteem.

Self-Actualization- this s the need for individuals to not only have a potential but also realize that potential. The marketing message should seek to show the audience how they can achieve their full potential.


Gautam, O., Singh, V. K., & Agrawal, P. (2015). Cognitive Dissonance: Dissonant Buying Behaviour of Consumer towards Cell Phones. In Proceedings of Management Challenges in Uncertain Environment: 12th Aims international conference (322-328). Kozhikhode. India: IIM Kozhikhode.

Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall.

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