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Consumer Behaviour - Case Study Example

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Consumer Behaviour

These decisions need to be made on the basis of an understanding of consumer behaviour. This understanding will inform of the appropriate action for improving sales or withdrawing the product altogether, depending on what firms’ know about or learn about consumer behaviour, perceptions, attitudes and desires. If management decides to respond by improving or changing the brand or product, once changes have been made, management will have to track consumer reaction and perceptions of the changes. Radian 6 offers a range of tools for integrating online social networking in a single place so that consumer behaviour, attitudes and perceptions as well as preferences can be accessed at one location. In other words, Radian 6 facilitates a method by which conversations among consumers can be analysed. Management may also communicate directly with consumers. Radian 6 (2011) explains that it a “platform” for listening, discovering, measuring and engaging “in conversations across the social web”. Case Analysis Radian 6 taps into consumer behaviour which is a generalization of marketing theory. ...
theory combines core concepts such as culture theory, economic, political, consumer information, services and cognitive psychology based theories (Baker and Saren 2010, p. 42). These core concepts were once used for analysing four factors, commonly referred to as the four Ps: product, price, place and promotion impacts in the market (Passikoff 2006, p. 2). With the help of communication technologies, marketing management are tapping into three factors known as the three Cs, which are now taking the place of the four Ps: customer engagement, customer expectations and customer loyalty (Passikoff 2006, p. 2). In recent times organizations have been focusing more on social media as an outlet for understanding consumer behaviour (Evans and McKee 2010, p.4). Evans and McKee (2010) explain the social explosion that had led to cultural changes and thus new approaches to marketing theory relative to consumer behaviour. According to Evans and McKee (2010): Given the visible impact of web 2.0 in marketplaces around the globe – or more correctly, the marketplace of the globe – social technology is now considered a “given” in business (p. 3). The social media and social network facilitate a method by which management can look into the hearts and minds of consumers. Evans and McKee (2010) explain that marketing managers are now able to “connect with and prosper through collaborative association with its customers” (p. 4). This marketing research technique is generally regarded as benefiting from “social capital” (Hunt 2009, p. 8). Social capital is found in the marketing intelligence that can be extracted from social networking. Churchill and Lacobucci (2009) explain that “social networks are everywhere” (p. 2). Users are communicating with one another. Users are ...Show more


Consumer Behaviour Current Background Business firms can become too focused on promoting the merits of their brand and their product and in doing so, do not have a pulse on consumer attitudes and perceptions of the brand and the product. In order for any business to succeed it needs to be fully appraised or accurately appraised of what consumers think, feel and want not only in relation to the firm’s product and brand, but generally…
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