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Consumer Behaviour Case Study
Pages 8 (2008 words)
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.
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. ...
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