What role does consumer behavior play in Marketing?

What is Consumer Behavior?


Before moving ahead for any other details it is the first step to know that what consumer behavior is? In general terms, consumer behavior is the studying of how individuals make their buying decisions while opting to buy any product and service. There are different facets of consumer behavior while making any purchase such as, what motivates him to buy a product or service, what he feels for that particular thing, his perceptions or factors like his daily buying of necessary things.

While entering the market it is a vital aspect to understand the consumer behavior as they can comprehend the assumption for the buyers. It assists with understanding what makes a customer purchase an item. It is critical to evaluate the sort of items preferred by customers with the goal that they can deliver it to the market. Marketers can even get an idea of the preferences of customers and then configure their marketing endeavors dependent on the findings.

On what factors do Consumer Behaviour rely upon?

Let us dig deeper and understand the various consumer behavior factors in brief that how they are responsible for marketing purposes. below mentioned are three factors: Psychological, Personal, and social.

Psychological Factors

In the present scenario, buyers are being influenced by numerous issues that are special to their perspective. Psychological components can incorporate the impression of a need or circumstance, the individual’s capacity to learn or get info, and a person’s attitude. Every individual will react to an advertising message dependent on their perceptions and perspectives. Subsequently, advertisers should consider these Psychological components when making efforts, guaranteeing that their message will speak to their intended target group.

Personal Factors

Personal Components are attributes that are explicit to a person and may not identify with others inside a similar group. These qualities may incorporate how an individual decides, their extraordinary needs and interests, and assessments. While discussing more about the personal factors, choices are additionally impacted by age, sex, background, culture, and other personal choices.
For instance, an elderly man will probably have diverse buying practices than a youth buying anything, which means they will pick items that may not be liked by a millennial.

Social Factors


The last but not the least factor that fundamentally affects buyers’ behavior is the social factor. Social influencers are very assorted and can incorporate an individual’s family, social connection, work or school networks, or any gathering of individuals. It can likewise incorporate a person’s social class, which includes pay, day-to-day environments, and instruction level. The social elements are extremely different and can be hard to dissect when creating marketing strategies.

Nonetheless, it is crucial to understand the social factors in buyers’ behavior, as they significantly impact how individuals react to advertising/marketing messages and settle on buying choices. For instance, how a renowned representative can impact buyers.

What kind of consumers do we have?

Consumer behavior also depends on the types of consumers we have. It is further categorized into 3 types. Now let us understand what types of consumers we have.

Need-Based Consumers:

Need-based customers buy to satisfy a need. Perhaps they experience to run into monetary difficulty and need guidance. Maybe they are taking some time off and need another set of baggage. They could be moving towards achievement in their life and are looking for legal counsel. To market to a need-based buyer, your promoting plan needs to expect these requirements viably. That implies utility-driven advertising, across various channels, including print, on the web, and web-based media. You need to categorize your buyers by necessities and tailor an advertising procedure to every one of these requirements, laying out how you can help in a specific circumstance or advancing particular assistance.

Impulse Buyers or Spendthrifts

They don’t go through hours comparing items or investigating their choices. All things considered, they see something they need and get it. These differences against the tightwads who go through hours looking for choices. You’ll focus on these purchasers at various levels of the business channel.

For tightwads, you need to connect close to the highest point of the business pipe. Produce substance and marketing copy that assists them with settling on the right choices.
On the contrary spendthrifts, then again, are bound to change over on a coupon code or an ad that appears in their Facebook feeds.

Different patterns of Consumer Behavior

Every consumer has their own pattern of buying goods and services. We can clearly state that the buying habits are not the same as buying patterns. A habit is something that is created after some time and will in general become something unconstrained, as years pass by. Whereas a pattern is, an anticipated plan as indicated by which customers buy the items. Buying behavior to a great extent relies upon buyer attitude all in all.


It is dependent on four main patterns:

– Place from where they purchase
– The items they buy
– Frequency and usual time of buying
– The method by which they make any purchase

Consumer Behaviour Segmentation

There are 6 main segmentation that the marketers utilize

Benefits that product offered:

Buyers search for various advantages with regards to an item. For instance, while purchasing footwear an individual may consider numerous things like fit, comfort, orthopedic sole, arch support, heel size, price, water resistance, and so on.
Clients do some research prior to choosing one brand, and examining their conduct will give us important data about the reasons why they favor one brand over the other.

Rate of the utilization of the item:

Another regular technique for segmentation is by dividing clients dependent on their rate of utilization of an item or service. Regular buying or visiting the same store again is a decent marker of client loyalty to the store and furthermore, the reach of a specific store or brand has. This offers them lifetime esteem.

Loyalty to a brand:

The most important resource that a business can acquire is a loyal client base. At the point when buyers are held by a brand, they’ll continue to return and will even become regular users for the specific brand. This is the thing that organizations should focus on. Besides, steadfast clients should be given uncommon treatment and advantages as remunerations or selective focuses, to ensure that they hold their image dedication. Investigating the client dependability and buying conduct will permit advertisers to comprehend client needs better.

Occasional Purchasing

This is further divided into two parts i.e Personal Occasions and universal occasions.

Buyer status:

Each business will go over the accompanying kinds of clients for their items:
– Regular clients
– First-time purchasers
– Prospective purchasers
– o-clients
– Defectors (clients who have changed over to a contending brand for reasons unknown)
Sectioning clients on this factor will permit marketers to comprehend client needs and assumptions and hold unwavering clients, center around imminent buyers and offer improved services.

The client’s journey:

It is of utmost significance to survey the excursion of a buyer through each stage and fragment them as needs be. This not just permits marketers to comprehend the stage where there’s inconvenience advancing, yet it additionally helps in client change at each conceivable stage. It assists advertisers with recognizing hindrances to movement and improvement openings.


Leading organizations these days have continually improved their current products and emphasizing bringing something new to the market for their customers. The organizations adjust their corporate methodology of giving new items by doing market surveying to understand customer behavior. Also, numerous new organizations now think that it is important to consider consumer behavior in mind to have a better comprehension of the requirements of their objective market.
Consumer behavior investigation has proved as a significant apparatus to comprehend your clients. By understanding consumers’ psychology and the powers behind their purchasing an item, organizations can make new items, marketing strategies, plan their campaigns accordingly, and increase their profitability.
Organizations should converse with buyers, keep an eye out for dissatisfaction, and above all, recognize their necessities and assumptions!

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