Consumer Behavior

In the modern business, marketers play a vital role in the operation of a company, deciding whether it is able to become the leader of the business or be kicked out of the competition. Therefore, the ultimate mission of marketers is, at all cost, luring customers to purchase their firm’s products, believe in their brand and what it offers them. How to achieve this can be the million-dollar question that many generations of marketers trying to solve, and this essay is going to discuss the role of marketing practitioners and one of the most important tasks that they should focus on is information exposure, which can change dramatically consumer’s behavior.

In a company, whether a qualified or unqualified marketer can decide how success or failure this company can achieve, regardless how great its products and services. One of their job is communicating with customers, trying to send the message that their company’s products and services are the best choice for people so they should buy those. To do this, marketers need to be able to affect the process of the consumer exposing to information from them to increase the chance of changing customer behavior into the action that actually benefit their business.

Nowadays, it is easy for a person to find the information about anything that he wants thank to the require of transparency from corporates and mostly the Internet. Therefore, in business, before any purchase, customers often have the intention to search for related insights and the job of a marketer is to control the flow of information that they may find in order to persuade them that they are looking at something worth their money, something that can satisfy them and bring them practical values. According to the Theory of Buyer Behavior, the process of searching for information affects how consumer think about one particular brand from its quality, price, distinctive, availability and service. The most traditional method is advertising. By running a large amount of advertising in various means of communication such as television, radio, flyer, Facebook, Google, Youtube, Twitter, marketing department is able to bring the information about its goods to the customers. The information can be about the price, quality, additional values such as technical service, customer service. All the information serves the purpose of attracting the intention of the potential buyers, making them at least knowing the existence of the product or service and then when it comes to the moment that they need or want something, the product that they know can be listed in their consideration list; furthermore, buying list. Many small companies or startups come up with great products, offering better value than those of bigger firms but fail to reach the market, the buyers do not aware of the existence of their products; therefore, they do not know they can get a better deal if they choose other products instead