Customer Behavior
Understanding and Reflection on Customer Behavior
Introduction
Currently it is difficult to fight for customers because customers’ purchasing intends to be more unpredictable. Marketers should have an insight to establish a marketing strategy based on understanding customer thinking and behaviors. Based on understanding concepts and importance of customer behavior, the research is mainly focused on marketing activities of Coca Cola, MacDonald’s, and British supermarket Sainsbury’. The paper here firstly discussed concepts and theories of terms of customer behavior. And then the paper analyzed marketing strategies of these three organizations respectively. And the end, the paper drew a conclusion that there are spaces for these organization to improve their marketing to suit to changing customer behavior.
Entry One: Coca Cola targeting on Yong people
Companies have tried hard to develop the right products and services, price them appropriately and market them to their target audience, in an effort to satisfy their customers. And it is been emphasized that communication with customers plays an important role in current competition (Kumar, 2010). Trait theorists believed that individual difference influence their purchasing behavior (Bosnjak, 2007). Therefore, it is believed in this paper that understanding customers should be enforced before positioning and communicating.
In the process of purchasing, consumers can feel the individual properties of the commodity with their sensory organs. A customer’s perception of the value of any product may change based on subjective factors, some related to the product itself, and others related to the individual’s particular circumstances vis-a`-vis the product（Cross & Dixit, 2005). The reflecting of human brain with the sensory organs on the individual properties of the objective is so called perception. But how people perceive the outside world? It is commonly believed that people get attitudes, values,
Introduction
Currently it is difficult to fight for customers because customers’ purchasing intends to be more unpredictable. Marketers should have an insight to establish a marketing strategy based on understanding customer thinking and behaviors. Based on understanding concepts and importance of customer behavior, the research is mainly focused on marketing activities of Coca Cola, MacDonald’s, and British supermarket Sainsbury’. The paper here firstly discussed concepts and theories of terms of customer behavior. And then the paper analyzed marketing strategies of these three organizations respectively. And the end, the paper drew a conclusion that there are spaces for these organization to improve their marketing to suit to changing customer behavior.
Entry One: Coca Cola targeting on Yong people
Companies have tried hard to develop the right products and services, price them appropriately and market them to their target audience, in an effort to satisfy their customers. And it is been emphasized that communication with customers plays an important role in current competition (Kumar, 2010). Trait theorists believed that individual difference influence their purchasing behavior (Bosnjak, 2007). Therefore, it is believed in this paper that understanding customers should be enforced before positioning and communicating.
In the process of purchasing, consumers can feel the individual properties of the commodity with their sensory organs. A customer’s perception of the value of any product may change based on subjective factors, some related to the product itself, and others related to the individual’s particular circumstances vis-a`-vis the product（Cross & Dixit, 2005). The reflecting of human brain with the sensory organs on the individual properties of the objective is so called perception. But how people perceive the outside world? It is commonly believed that people get attitudes, values,
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