Author: Anthony | Subject: Customer behaviours
Article excerpt: In his book on brand management, David
Arnold stated, “If a brand is developed without reference
to the consumer group then the chances of it being
successful are reduced “. Several years later, Martin
Evans and other authors confirmed this by suggesting, “The
understanding of customer needs and wants is one of the main
tasks of promotion and marketing” (Evans et al 2006, p.2).
The common message contained within both these statements is
that customer buying behaviour has an effect upon marketing
strategies, and therefore needs to be taken into account
in its development. The art of good marketing strategy is
in understanding what these behavioural influences are and
how they determine the consumers purchasing habits.