Buyer Behaviour and Marketing Communications - Essay Example

Buyer Behavior and Marketing Communication: Marketing Plan

Abstract

The paper analyzes a marketing plan that can promote new organizational policy based on planned theory behavior. The theory of the psychology of marketing will assist in formulating the understanding of the new organizational strategies and policies in marketing that aim at driving and changing the consumers’ decision. Among the objectives of the study include the creation of awareness to the target audience on the need of behavior change while shopping or marketing thus making well-informed decisions. Additionally, the formulation of the new marketing policies in business changes the psychology of the consumers on how they feel, reason, and select different alternatives such as brands, products or retailers is another purpose of the study. Moreover, a study will understand how to make the marketers adapt and improve their marketing campaigns and strategies to reach their consumers effectively. The study of the consumer behavior will provide the knowledge on the processes the marketers use to secure, and dispose of their products and ideas in satisfying the needs of the consumers and their impacts on the society (Kim & Ko, 2012, p. 1484).

The introduction of fear, doubt, and uncertainty by the businesses make the consumers take their time and change their behavior and attitude boosting fate in the competition. Highlighting the flaws of the marketers to raise the credibility of their products by the consumers and improving on their shortcomings can help promote the success of a marketing process. Finally, reposition of the competition is another objective involving the marketers trying to devise new competition strategies and campaigns that can place them in a better slot among the competitors.

The evaluation of this study will be through interviewing the consumers and administration of questionnaires both online and manual to willing customers to collect relevant and high-quality data. Seeking of articles from the organization websites will also provide the required information on the customer’s behavior towards their products hence facilitating the success of the study. Some publications and journals can as well provide the information and data on various organizations reports and consumer behavior analysis.

Introduction

The study of the consumer behavior will provide a clear perception of how the buyers employ their available resources such as time, effort, and money on the expenditure of the related items through well-informed decisions. The decision of a buyer depends on the marketing policies most organizations apply to persuade them to such as their products hence making them change their behaviors and attitudes. The study also provides knowledge on how the individual groups identify, purchase, utilize and sell their products, services, ideas, experiences and concepts to satisfy the buyers’ needs and desires. The basis of the customer behavior always builds on the consumer buying behavior, where the buyer acts as the user. Consumers neither act nor react as the theories suggest but prefer differential products to identical products because of the rapid introduction of new products with the technological advancements (Porcu, del Barrio-García & Kitchen, 2012, p. 313).

Apparently, the understanding of the process of integrated marketing communications design models and the consumer Process cognitive models play significant roles in the implementation of organization’s policies and strategies thus resulting in consumer behavior change. The integrated marketing communications, in this case, aims to maintain and ensure the consumer consistency at every consumer contact point by a cohesive coordination of messages for their products. Most of the marketing strategies include the social media, the internet, radios and emails that need integration because of the continuous technology advancements to make their products reach the targeted audience hence making appropriate decisions. Although integration of promotional mixes for marketing through sales promotion help the consumers change their mind, attitude and theory about products thus persuading the consumers to buy them.

The study of integrated marketing communications and the buyer behaviors will have given an insight of the relationship between attitudes and the actual buyer’s behavior. The marketing plan also aims at integrating the behavioral perspective models, which give new ways of thinking about marketing and managing marketing communications effectively. Furthermore, there are barriers to integration marketing communication and consumers’ behavior change such as culture, family roles, demography, geography, social roles in the societies and personal status. Therefore, implementation of changes to these barriers by this study will affect response, behaviors, cognition, and social environment thereby stimulating the attitude change towards buying a product.

Rationale

Advertisement plays a critical role in integrating marketing communication, where it creates awareness, preference, enhancing the positive post-purchase feeling, establishing new behavior, and reinforcing the success of approximation hence influencing decision-making. From the context of this book, it states that the theories of consumer decision-making and subsequent change of behavior and interaction facilitate the evolutions of attitude change towards a product. Consumer behavior not only regards the use and the disposal of products but also the study of how they are they purchase the products (Maheswaran & Shavitt, 2014, p. 59). The marketers mostly have interests in the products use because it provides them with insight on how to encourage the increased consumption. The study will utilize the theory of planned behavior to give understanding on how to change the people’s behavior and its impact on the perceived behavior control.

Theory Planned behavior model

The study will enable me to understand the three concepts causing attitude change, which include compliance, identification, and internalization that people acquire through the learning, socialization, and the environment. Authoritative messages are mechanisms of engaging most of the people to believe in some products thereby making them admire and like the goods. For instance, the theory of planned behavior has three considerations on the how it influences the behavior change. They include behavioral beliefs, which are the consequence of the behavior favorable, or unfavorable, normative beliefs.

The business owners tackle the marketing plans by overlooking at the organizational implications leading to the success of the firm. The study on the marketing implications will dwell on understanding the target audience through marketing strategies diagnosis and considerations of the situational influence (Ang, Amin &Ramayah, 2015, p. 13; Schmidt &Iyer, 2015, p. 432). Most firms have revised their attitude change strategies to buyers through strengthening the existing positive beliefs, providing an improvement to the evaluation of strongly held beliefs and adding salient to existing favorable beliefs.

Theory of planned behavior can be used to link the beliefs of a product and the behavior of the consumers thereby predicting their intentions to engage in behavior at a specific time and place. I understand the concept of intention behind the behavioral beliefs and attitude towards the behavior, normative beliefs, and the subjective norm and finally control beliefs and perceived behavioral control (Al-Debei, Al-Lozi & Papazafeiropoulou, 2013, p. 43; Cheng & Chu, 2014, p. 35)

The design of Theory Planned Behavior

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Modular Approach and Marketing Strategy

The integrated marketing communications play significant roles in the behavior of the customers such as differentiating, reinforcing, informing, intervening and persuading the effectiveness of IMCs to change the buyer’s behavior and attitude thus facilitating the sale of a product (Holliman & Rowley, 2014, p. 1000). In this regard, the persuasion of the IMC includes the beliefs, attitudes and behavioral intentions that result from promotion communication. Verbal and viral marketing communications are used in the promotional marketing communications to influence the buyers’ attitude (Marta et al., 2014, p. 198). The media communication strategies in marketing comprise the use of posters, e-advertising, stickers, banners, SMS and emails as well as televisions, avatars, and radios. The Internet plays an important role in online gaming communities, which include practical marketing strategies, and is important in delivering high-quality information’s to the users thus changing their attitudes and behaviors. Comparative advertising results to the positive outcome to the buyers facilitating decision-making (Jain, Khan & Mishra, 2015, p. 129).

The choice of effective strategies in my marketing program will determine its direction and by giving the products away of penetrating to the target audience to satisfy the customers’ needs. All the communication strategies work best when they are together. The process of integration of marketing communication involved many departments such as sales, direct mail and advertising that can help one another in the integration of data. The integration, in turn, needs a marketing information system collecting and sharing data across different departments hence strengthening integrated communications in business. The use of the internet as an integration tool gets the customer’s database information and interacts with the buyers thus building their relationships through advertisements. Packaging and branding of products communicate the value and quality of the products thus giving a way of differentiating it from others. So the importance of integration of the communication strategies is to organize the process of creating and delivering messages on the brand.

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Analysis of Consumer-Product Relationship

The key components of consumer-product relationship to focus on include pleasure, accomplishment, maintenance and accumulation, for example, by identification of products that the customers repeatedly buy. There are some segmentation variables such as demographic, psychographic, geographic and buyer behavior, which depend on lifestyle and interests that influence the target markets. Different marketing communication mixes such as products, pricing, position, promotion, people, process and physical environment, which will influence the market target positively. Price analysis targets on the management of the costs the consumers incurs in acquiring the product through both financial and non-financial (Crowther, 2011, p. 68; Jalilvand & Samiei, 2012, p. 507). Place involves the channels of managing the distribution of the company’s products to the customers which include where people hang out like town centers and cinemas, direct mailing, the internet through social media, blogs and viral images (Hede & Kellett, 2011, p. 560). However, the analysis of the brand name, packaging, warranties, color, quality level, and the customer care which influence the target buyers’ behavior. Promotion formulates the behavioral change the messages on the product communicate to the target audience and their relations to the message (Eddosary, et al., 2015, p. 110). Although, other places where you will find the users get the products include home delivery through door-to-door, recycling areas in the supermarkets and traveling libraries and mobile phones stimulates the behavior hence facilitating the purchase of the products easily.

Cognitive Process

Cognitive process in business strategies is important in identifying response and stimuli in the consumption behaviors of the buyers because it gives one a perception on reading the buyers’ mind by inference. A little noise in selling campaigns by the senders has an important message to the buyers. It directly delivers the message through attracting the receiver’s attention thereby facilitating their mind change hence making the cognitive decision and attitudinal change (Dunn et al., 2011, p. 349). Moreover, there is a belief that not all information leads to positive attitudinal change because of the culture and family perception and experience. Exposure to the advertising information in the environment leads to interpretation through attention and response by the users. Finally, the theory of shaping results to a reinforcement of required behavior and attitude to the individuals force them to make the well-informed decision thus facilitating the consumption.

Budget Evaluation and Monitoring of Plans

Testing the outcome of the marketing strategy plans is important to ensure improvements through the formal evaluation method thereby understanding the effectiveness of my marketing and return on investments. In this study, seeking for journals and the literature publications will provide the quantitative data required to facilitate the achievements of the study goals (Kashif& De Run, 2015, p. 78; McEachan et al., 2011, p. 102). Moreover, administration of survey questionnaires among the willing buyers will help in the submission of high quality and sufficient data for the whole process of behavior changes, attitude changes, belief on certain products and advertising aspects. In the context, mobile advertising plays the most important role in delivering information to the consumers (Mitic & Kapoulas, 2012, p. 672). Social media such as facebook, twitter, goggles and emails is cheaper and has a greater impact of reaching the required message to the target audience conveniently. For instance, by 2015, the mobile commerce market doubled to 24.4 percent of the overall leading to integration and interconnectivity of the people’s every day multiple tasks and roles (Sommer, 2011, p. 91). Moreover, technological innovations through wireless and virtual networks surpass others channels provides real-time interactive communications with the consumer audiences.

Perhaps, lack of integrated marketing communications experience among many organizations influences the way their consumers perceive the messages and contributing their behavior changes. There are other barriers to marketing communications such as opt-in-M-advertising, which regulates the customers to agree to be provided with the services before the providers are allowed to send advertising messages (Johnson, 2013, p. 33; Kramer & Block, 2011, p. 100). Cultural factors such as beliefs, customs, and values that control a particular society members’ behavior according to ideal standards of their values. The cultural values have a direct impact on the people’s buying decisions depending on their habits, preferences, perceptions and principles they develop from their families. Marketing communication strategies could reveal information about attitudinal change rate, action rate and awareness rate of the products.

Conclusion

The study has analyzed and recognized that through proper formulation and integration of marketing communication strategies using various models and designs facilitates the interpretation of message through attention and intervention knowledge and decision-making. The implementation of the strategies is expected to bring about positive change in the target audience promoting the purchasing of the products. Moreover, the theory planned behavior acts as a mirror for attitude where it moderates the favorable effects on the beliefs and behavior intentions (Schmidt &Iyer, 2015, p. 111).