Paper Example on Consumer Behavior: Reasons & Predictions for Purchasing Decisions

Introduction

Consumer behavior is broadly grouped according to the actions and decisions that influence consumer purchasing behavior. What drives clients to select a given product concerning others is an issue that is frequently assessed and researched by marketers. Most of the processes of selection that are part of purchasing are based on reasoning and emotions. Studying consumer behavior helps in understanding the past and also predicting the future. Marketing campaigns are a major factor that influences consumer purchasing decisions. Advertisements are crucial in influencing the decisions made by clients. Advertisements cause great changes in the market share of competitive industries by affecting their purchasing decisions (Consumer Decision Making Process, 2015). The marketing campaigns that are done regularly affect the decisions to the extent that they can choose for one brand over another. The marketing campaigns, when done at regular intervals, act as reminders to consumers to shop for exciting products such as insurance policies and health products.

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Advertising and Consumer Purchasing Decisions

Advertising hugely influences consumer purchasing behavior, and they are efficient in products with intrinsic values. These qualities are identified during the time of purchase, and it takes a lot of effort for one to discover them when using the product. Whenever there are significant chances of product differentiation, there is a need for advertising on the product itself. Consumers cannot buy commodities whose prices are above the extra satisfaction that he obtains from the product. The volume of demanded goods depends on the satisfaction that clients gain from spending the extra funds on the goods (IResearch Services, 2018). In the competitive marketplace, the advertising manager must grab the attention of the consumers using sales promotion and advertisement. The expectations of consumers of information from different media such as newspapers, the internet, radio, and television are completely different. Throughout time, the impact of the different media platforms on the memory of consumers varies. Initially, television advertisements affect the memory of the consumer but fade away in the long run. The sole objective of advertising is convincing the viewers or audience to buy a product or take action over the services or information relayed. Advertisements are important tools for creating awareness of products in the minds of potential clients. The main goal is reaching clients and influencing their attitudes, buying behavior, and awareness

Organizations spend much money on advertising campaigns and strategies in keeping the interests of their clients over a product. The exposures to the advertisements, for the consumers, result in cognition such as the memory of the advertisement and the brand that leads to attitudes, including product liking and the impulse of purchasing it. The use of emotion as a tool for advertisement is a significant bonus since these advertisements are linked with more consumers. In the current dynamic market, consumerism defines the ways of striking a balance between individual happiness while buying material possessions and consumption in excess (IResearch Services, 2018). The advertisement campaigns reduce the gaps between consumers and companies, offering platforms for brands to launch new products. Brands consider the cultural factors that are part of every situation and market. This consideration makes it easier for companies to adapt their marketing strategies to focus on cultural factors. Advertisement influences marketing behavior in this case because it plays roles in the management of habits, expectations, behaviors, and perceptions of the consumers.

Advertisers also target clients from various social classes, particularly providing products that suit their price range. One from lower classes has more inclination to the product price while those of the higher class are attracted to aspects such as innovation, quality, and the social benefit from the product. Advertisement or the marketing campaigns bridge this gap by ensuring that the social classes' needs are catered for equally. Given the social pressures, consumers are forced into following trends and purchasing products that are widely acknowledged (Maranga, 2019). For instance, advertisement through Facebook is increasingly popular among young generations. I recollect making a purchase decision based on the advertisement alone. I was considering the purchase of a smartphone, and I settled on a Samsung phone because of the advertisement based on its products, quality, and value that is offered. As a middle-class consumer, I believed that the phone's quality and options were sufficient enough for me to decide that it was what I needed to have. The marketing campaigns appeal to the social factors of consumers, especially the family, social roles, and reference groups. Membership groups are majorly linked to their age, origin, hobbies and work. When these aspects are met, word of mouth helps to influence the purchasing decisions of the consumers.

Conclusion

Motivation is what drives clients to develop the urge to make a purchase. This need becomes increasingly pressing for the consumer, who will seek to satisfy himself through buying the goods. Brands have constantly reinforced the need in the mind of the consumer so that he develops the purchasing need and motivation. Advertisements grab the attention of consumers, and this increases their viewpoints and creates a specific attitude towards the brand and the products. When there are positive beliefs and perceptions, the consumers adopt the product. The present ever-dynamic business environment has forced companies to strengthen their marketing initiatives towards establishing and continuing with connectivity among consumers. Therefore, the market campaign that is used by an organization creates an impression for the clients, who in turn, will make purchasing decisions based on what they see meets their expectations. These include but are not limited to the price, quality, and social value of the products.

References

Consumer Decision Making Process | Researchleap.com [Web log post]. (2015, September 30). Retrieved from https://researchleap.com/explaining-consumer-decision-making-process-critical-literature-review/

IResearch Services. (2018, July 25). 5 Common Factors Influencing Consumer Behavior [Web log post]. Retrieved from https://www.iresearchservices.com/5-common-factors-influencing-consumer-behavior/

Maranga, P. (2019, January 16). 5 Ways You Can Influence Consumer Purchasing Decisions: New Research [Web log post]. Retrieved from https://www.socialmediaexaminer.com/5-ways-brands-can-influence-consumer-purchasing-decisions/