Explain why marketing managers should understand consumer behavior.
Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the products they buy. An understanding of consumer behavior reduces marketing managers' uncertainty when they are defining a target market and designing a marketing mix.
The type of decision making a consumer uses for a product does not necessarily remain constant. Why? Support your answer with an example from your own experience.
The general decision making follows the five-step process-
The five-step process is not the same for all the products. Generally following involvement purchases the information search option is not considered.
The purchase of a washing machine will involve a high-end decision.
While in the case of purchasing chocolate the need is recognised on the spot seeing the chocolate. Then direct-purchase happened.
The type of decision making generally is not constant; it will depend upon various factors like the nature of the product, purpose etc.
Example- The purchase of a washing machine will involve the formal decision making While the purchase of chocolate will follow impulse decision.