Customer Behavioural influences

Author: Paul | Subject: Consumer behaviour

Customer Behavioural influences image
In his book on brand management, David Arnold (1992: 106) 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 the development and presentation of the promotional message...