Customer Behavioural Factors & Marketing Strategies

Author: Anthony | Subject: Customer behaviours

Customer Behavioural Factors & Marketing Strategies image
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.