How Marketers Compel Customers to Buy Products? - Essay Sample

Introduction

Customers have specific ways through they behave when selecting, buying, using, and disposing ideas, services and goods to satisfy their wants and needs. A close study of the consumers' behaviors enables marketers to devise mechanisms and strategies to compel consumers into purchasing their products. Hence, marketers seek to catch the attention of the consumers to entice them into buying their products. Marketers are compelled to use actions that will drive customers into making purchases. Various theories have been coined to explain the behaviors of customers towards attraction to certain products advertisement by the marketers. Consumer behavior theories understand the behavior of customers to know how to stimulate their impulses. During the television shows, marketers use the stimulus to compel the viewers toward purchasing their products.

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According to the Hawkins Stern impulse buying consumer behavior theory, the marketers try to awaken the impulses in consumers. The purchase impulse of a client is triggered by external stimuli such as placing a sweet at the counter to compel the customers to spend the low-value money they get back as balance (Bhakat & Muruganantham, 2013). Other stimuli include enticing customers to purchase a product based on its warranty.

On social media platforms such as Facebook, Twitter, and Television, the marketers have the best opportunity to entice potential customers and compel them to purchase their products. Television is widely watched by people of all ages and character. Hence, the platform has the highest number of viewers and a target by marketers. Marketers are sure that through the television, they can catch the attention of a vast population. Often, marketers target during the news hour because, at the time, many people are glued to the television watching news. As a result, many adverts run during this time. Also, during the television shows that are widely watched, the marketers run their ads occasionally because they are sure huge crowd is watching, and they will reach a large population. While some adverts run during the shows, others run during the breaks. During the recesses of the shows, more considerable attention was granted to all of the commercials and all of the advertising conducted. It was evident that during the commercials and the breaks of the television show, adverts were run. This strategy targets the large group of people concentrating on the show and is sure that they will attract high number of people. Regarding the Hawkins Stern impulse buying consumer behavior theory, the marketers stimulate the potential customers to purchase the advertised products. Besides, the adverts were sexually-oriented and beautiful ladies used for adverts. The lovely ladies displayed the social moral and cultural setup of the region. The advert gave people what they exactly want, and through this will be more compelled to purchase the product.

Conclusion

In conclusion, the marketers take advantage of the times during which the high number of people are actively involved in a particular show top advertise for their products. By doing advertisements during the commercials and breaks, they are sure to catch the attention of many people and compel them into purchasing their products. The impulse buying consumer behavior theory fits the happening exhibited by these advertisers because they are using a stimulus such as price to entice potential customers into developing interest in a product. The adverts run at intervals of short episodes and majorly target the shows with many followers viewing the channel.

References

Bhakat, R., & Muruganantham, G. (2013). A Review of Impulse Buying Behavior. International Journal Of Marketing Studies, 5(3). doi: 10.5539/ijms.v5n3p149