Promotional campaigns and consumers behavior Essay

Promotional campaigns and consumers behavior - Essay ExampleCurrently,marketing creativity is focused on the study and abridgment of consumers buying behavior.On the one hand,promotional campaigns that we rear see every day may seem to us an ordinary event In reality, there is a need to cover numerous and diverse issues for marketers in order to satisfy the ineluctably of the customers and make them buy a certain product. One may see that it is hardly realistic that a consumer may be influenced by some special strategies and appeal to psychological science of customers (the way they think the way the customer is influenced by his environment) the behavior of customers in the process of shopping the cling to of products and a real value of a certain product for the customers and many other factors (Alba and Hutchinson, 1987). Basically, there is a need for marketers to conduct a study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society (Mullen and Johnson 1990, p. 18). Theoretical overview Basically, in order to give an exact answer to the enquiry why promotional campaigns should take into account consumers behavior, it is relevant to refer to the theoretical emphasize of consumers psychology. Starting from 70s, scientists and researchers have underlined that consumers behavior is greatly influenced by their family members.... Moreover, a complicated nature of a comprehensive buyers behavior model is often considered to be inefficient in predicting consumers behavior in the future do to its complicated nature. at that place atomic number 18 deuce master(prenominal) approaches to the study of consumers behavior the Behavioral Decision Theory and Social-Cognition Approaches to Consumer Research. Both these strategies are based on customers perception of a product and an in tention to buy it in his consciousness (Alba and Hutchinson, 1987). Daniel Kahneman and Amos Tversky are representatives of BDT approach to the study of consumers behavior. Consumers choice is the main objective of the scientists researches. A practical flavour In order to practically implement a theoretical knowledge about a consumers choice which is shaped under the influence of his consciousness, the promotional campaigns are developed with regard to the mental and neighborly peculiarities, economical and many other factors of the target group (Holbrook, 1999). For example, it is rather hard to promote products of daily consumption. There are a lot of different producers and very often a consumers choice can be easily changed. A Cup of Instant Culture is a slogan created by maxwell Coffee in previous years. In XXI century drinking coffee is an integral expound of an individuals image (Aaker, J.L., 1997). For example, if advertising campaign shows a smiling business woman or bu siness man who drinks coffee, the consumers people in their consciousness would perceive this ad as exemplifying two concepts success and coffee as interrelated ones (Gerritt, 1999). In the modern world we often see exotic advertising of coffee. Coffee