It also assesses the impact family, reference groups, friends and society have on the consumer.
The study of customer emotional behavior depends on the consumer buying conduct. The customer plays three important roles: user, buyer and payer. Research conducted by Foxall shows that it is difficult to predict the behavior of consumers (Foxall 2013, 24). Relationship marketing best analyzes the behavior of the customer because it focuses on the importance of the buyer or customer. It emphasizes on customer relationship management, customization, consumer retention, one-to-one marketing and personalization. Social function is divided into welfare function and social choice.
One of the most difficult and important task is to understand why consumers make decisions. For example, a teenager drinks Pepsi from Pepsi Company and not Coke from Coca-Cola Company, or the choice to drive a minivan car and not an SUV. In the examples, the product feature (De Cremer 2008) rarely drives the consumer’s emotional choice. The consumers’ choice is deeper than the features of the product, and so marketers need to understand the drivers of consumers at an emotional level in order to create a persuasive message. To understand what triggers this emotional decision, marketers do qualitative research and quantify the result.
The method is effective though the managers are asking the researchers what to do to make the consumers buy their products and not wander away. The traditional method fails to analyze what triggers the consumers’ emotions and focus more on the products and their benefits (Saad 2011, 64). The research ends up with a result that is not sufficient because they fail to get what captures the mind and the heart of the buyers.
Researchers also employ Means-end Approach method, which applies interview technique. The method uncovers consequences, personal values and ...