The advancement of consumer behavior research opens the
brighter idea that PR and Marketing strategy can be scientifically manipulated
according to the natural behavior of consumer responses affecting from the
environmental variables of a given geographical demographic of study. Prior to the theoretical review of this blog,
I would like to impart the fundamental guidelines in knowing your consumer.
1 Anticipate and create the products your customers want- this
concept directs to the idea that the organization who is planning to sell a
product to a given demographic must anticipate and test the target market
before launching the product for product pilot testing.
2 Consumer sometimes tell you what they want through
inactivity- inactivity of consumers relates to the idea that consumer’s
communication activities that are not related to the product but it will affect
the product’s reputation. A good exemplification
is the popularity of social media communication through P2P process wherein a
person can freely discuss the side-effects of the product without any
inhibitions.
3 Sell the steak, not the sizzle- relates to the factors
that will enhance the consumer to buy the product not because of the product
itself but by other factors beside the immediate product offered
4 Your consumer might change traditional consumption
patterns- Consumption patterns relates
to the variables that may force the consumer to stop, slow-down, or panic-buy
the product. A common factor that may
cause is through the common and constant economic shift in a macro and micro
level.
5 Economic and Social
Shifts- From the above statement that economic shift will cause the buying
behavior, furthermore social shifts will follow in accordance to the economic
shift. Example of a given consumer doesn’t
have the economic power to buy a certain commodity, then this scenario will
result to the social behavior shift and eventually the standard of living in a
given strata.
6 Your brand may no longer resonate with your consumer- this
simply proves that your product lacks forecasting in terms of consumer behavior
shift.
THEORY
Media Landscape- refers to the constant change of media
tools to facilitate the ever changing consumer behavior. Since the emergence of PR and Marketing the
usage of media tools will constantly affect the PR and Marketing professionals
in communicating to the direct consumer demographics.
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