Conducted studies and research have also shown that the cultural background of an individual also influences the type of products and services they purchase and use (Moss and Atre, 2003).
As a marketer it is important to understand the behaviour of consumers to be able to influence the decisions that they make. This includes the reasons that influence buyers to purchase certain products. In our case we should strive at understanding the reasons that make consumers use perfumes, deodorants, body sprays and after shaves. It is also important to understand the factors that influence consumers to make their buying decisions. The society and the changes it faces also influence the buying decisions of consumers. Therefore, it is necessary to study it to effectively understand how it affects consumer buying behaviour. This can be achieved by creation of marketing programs that will interest customers especially when launching new products into the market for instance the use of advertisements.
Such kind of knowledge will enable the firm to easily determine the priorities and preference of consumers. In our scenario the firm will be able to determine the reaction and perception that the buyers will have towards the marketing strategies that will be implemented. Therefore, the firm will be in a better position of predicting the success rate of the marketing strategies formulated by studying the response that the consumers will portray towards our new cosmetic products. The firm will also be able to appropriately elaborate on the marketing mix concepts which include what, where, when and how factors that will satisfy consumers and at the same time lure them.
Consumers make purchases in order to satisfy their needs which may be basic (clothing, housing, food, shelter and medical attention) or survival needs which vary depending on an individual’s preference and