Consumer Psychology and Marketing Communications Essay

At either given moment during the day, terminations such as which scar of merchandise to purchase, which color create to select, or what cable service supplier to go with be being do by consumers. The selection and behaviors of the consumers go beyond their personal preferences and has been studied by psychologists for over a century. Knowing what appeals to consumers and what their preferences be is a crucial part of the melodic phrases success. In Exploration relationships betwixt borrowing of novel consumer productions and relationship marketing by Sarabi, Ahmadi, & Moradi , the relationship among a consumers demographic variables and product selection discussed. A second article, Scenes of Consumer Psychology by Rachel Bowlby discusses how consumer psychological science presents itself in marketing techniques. Consumer PsychologyThe peculiarity that examines the influences a persons thoughts, beliefs, feelings, and perceptions acquire on their purchase habits i s known as consumer psychological science. A consumers demographic information, how they distinguish advertisements, brand exposure, and economic status are just a few factors that stinker affect their decision making process. In order decide much virtually the behaviors of buyers, consumer psychologists and businesses ignore conduct surveys organize centering groups, send out questionnaires, or finished direct observation. If a business evict cite the buy habits and influences of their rhythmical nodes, they are presented with the opportunity to retain their business turn chance upon themselves and the node gifted. Psychological concepts discussedIn their article, Exploration relationships surrounded by adoption of modernistic consumer products and relationship marketing, Sarabi, Ahmadi, & Moradi argue that consumers characteristics affect their buying habits. According to Sarabi, Ahmadi & Moradi (2013), Empirical research has exhibit that social-demographic cha racteristics deplete significant influence on NPA behavior and suggests that younger, higher income and better enlightened consumers tend to accept market innovations to a greater extent quickly (para. 2). Another factor that influences their likelihood to buy or accept tenderproducts is the image portrayed. For example, if sports fan sees their favorite impostor endorsing a sports drink, they may be more likely to purchase or filter out that brand of drink. In the second article, Scenes of consumer psychology by Rachel Bowlby, she discusses the presentation of consumer psychology in marketing.According to Bowlby, there are 2 types of consumers romantic and classical. Bowlby states that romantic consumers are those who are influenced by their emotions. Does the product make them happy or feel a true dash? Does it make them feel desirous or affluent? The majority of family would be considered romantic consumers. Classical consumers, on the other hand, are those who look for the auspices and savings. They look for the elementaryst and most direct way to achieve their goal. When looking for a new cell call covert the classical consumer may decide to go with the flip phone that doesnt allow you to download a bunch of applications. However, the romantic consumer may come out with the goal of buying a simple phone further is drawn in by the exc full stopent of all the extras a smart phone may have to offer, even if not needed. Relationship between consumer psychology and marketingWhat both articles drift to show is that a persons emotions and environment can influence their buying habits. If a business can identify emotional triggers in their regular customers, because they are able to keep them glide slope back. Another way a business can retain that business is by offering products that are within their regular customers socio-economic status. For example, my family owns a womens clothing store. We see a capacious range of customers for all wal ks of life. After expression our business and customer base, we started to recognize faces and learn a little about them. by dint of observations and asking the right questions, we were able to congeal that a large portion of our customer base was lower-middle class. We also found that we had some romantic-buyers who would see nice things that were affordable. One item that has appealed to our customer base is a brand of jeans that we carry. The name brand jean can cost over $100 per parallel in a department store, but they are able to get a similar item for half the cost. eyesight that they were able to afford more and til now get quality merchandise has make them more likely to purchase ternary items from us and continue to shop in our store. ConclusionKnowing what is important to customers is a critical component of business ownership. two articles discussed have shown a relationship between consumers buying trends and how their decisions can be affected by their experi ence and opinions. Whether a consumer is basing his decision on logic or how the product makes them feel, it is the job of the merchant to learn their customer base to provide products that will make both types of customers happy and coming back for more.REFERENCESBowlby, R. (1992). Scenes from consumer psychology. Critical Quarterly, 34(4), 51-64. Sarabi, S., Ahmadi, F., & Moradi, M. A. (2013). Exploration relationship between adoption of new consumer products and relationship marketing. interdisciplinary Journal of Contemporary Research in Business, 5(2), 80-89. Retrieved from http//search.proquest.com/docview/1426053966?accountid=458