Customers search consciously for products but they also search much more unconsciously for products and services to satisfy their needs. In many cases, however, it is not the targeted rational purchase, but the marketing, which encourages the customer to buy.
Successful marketing, however, presupposes that providers of goods or services know exactly the background of the purchasing behaviour, the current or latent needs of their customers and the current trends in purchasing behaviour. Only then, can a successful marketing model be developed from a mix of marketing tools.
For this reason, consumer behaviour research is of great importance.
Table of Contents
- Analysis of the Relationships between Consumer Behaviour and the Application of an optimal Marketing Mix
- Introduction
- Principles of Buyer and Consumer Behaviour and those Responsible for Purchasing Decisions
- Determination of Consumer Behaviour
- Influence of the Functioning of the Human Information Processing Procedure
- Other Determinants
- Influence of New Trends in Consumer Behaviour and Consideration of Consumer Groups
- Preview
- Definition of New Consumer Images
- Consideration of the Product Decision-Making Process
- Unconscious Buying Behaviour
- Impact of Involvement on Advertising Media
- Application of Marketing Measures For Low-Involvement Customers
- Outlook
- The Design of the Marketing Mix
- Definition: the Marketing Mix
- Marketing Mix Planning
- The Goal of Marketing Mix Planning
- Implementation of Marketing Mix Planning in Practice
- Marketing Controls
- Case Study of a Gastronomy Restaurant
Objectives and Key Themes
This seminar essay explores the intricate relationship between consumer behaviour and the application of an optimal marketing mix. It delves into the principles and determinants of consumer behaviour, analyzing the influence of new trends and considering specific consumer groups. The essay further investigates the process of designing a marketing mix, focusing on its planning, implementation, and control.
- Understanding the factors that influence consumer behaviour
- Exploring the impact of new trends in consumer behaviour
- Analyzing the process of developing an effective marketing mix
- Examining the application of marketing strategies in practice
- Investigating the relationship between consumer behaviour and marketing mix decisions
Chapter Summaries
The first chapter introduces the fundamental principles of buyer and consumer behaviour, including key determinants and the influence of information processing. The second chapter focuses on new trends in consumer behaviour and considers the implications for specific consumer groups. The third chapter examines the product decision-making process, analyzing the role of involvement and exploring the application of marketing measures for low-involvement customers. The fourth chapter delves into the design of the marketing mix, defining its elements, outlining planning strategies, and exploring the implementation of marketing mix planning in practice. It also discusses marketing controls and provides a case study of a gastronomy restaurant.
Keywords
Consumer behaviour, marketing mix, marketing planning, marketing controls, new trends, consumer groups, involvement, low-involvement, high-involvement, product decision-making process, gastronomy restaurant.
- Quote paper
- Dipl.-Ing. Dipl.-Wirt.Ing. Siamak Hadifar (Author), 2017, Analysis of the Relation between Consumer Behaviour and Applying of the Marketing Mix, Munich, GRIN Verlag, https://www.grin.com/document/368209
