A crucial component in relationship marketing is consumer behavior analysis, which centers on exploring the role played by customers across different aspects. Fundamentally, consumer behavior analysis underscores effective reaching out of prospective markets and consumers. It is considered an information-centered marketing strategy which is employed for directly reaching out to people with consumer information analysis which aid in enhancing the business profits of an enterprise. Accordingly, among the key means of improving a company's bottom line is by being aware of how to successfully conduct an analysis of consumer behavior. Being the marketing director of a firm which is pursuing to introduce a new product line of personal care items in the American market, the marketing process will be greatly influenced by consumer behavior analysis. The projected target market for the organization will be men aged 18-35 years and price points would integrate lower class and middle-class income earners.
The Advertising Message
A key step in performing a customer behavior analysis to aid in making advertising decisions is the creation of a kind of message appeal which would be used in promoting the products. Developing this form of a promotional message needs an evaluation of the most frequently utilized appeals for related items in the existing market. Marketing managers employ various types of emotional appeals for drawing the target market's attention, which includes fear, guilt, music, sex, and humor appeals (Hofacker, Malthouse, & Sultan, 2016). Fear appeal will be the most appropriate kind of message appeal which will be used in promoting the new line of personal care items. Fear appeal normally shows the dangers related to the failure of consuming or using a specific commodity. It is used for creating fear among the target audience in the event that they do not consume the product.
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Cultures Likely to be drawn to the Items
The new male personal line of products will possibly appeal to different cultures in the US market which could include Hispanic, Blacks, Latino and Asian-American cultures (Hofacker, Malthouse, & Sultan, 2016). This will be mainly attributed to the constantly shifting consumer attitudes concerning the usage of these products as well as the benefits associated with them. Males from diverse cultures in the US are progressively approving the use of personal care products since they are embracing the values of better grooming as a major element of day-to-day life.
Although the products will attract different cultures in the US market, the company plans to improve its profits and bottom line through targeting the products to three key cultures. The first culture will be the Latino men which both comprise a large percentage of the target audience and also ever more probably to relish using these personal care products (Pryor, Webb, Ireland, & Ketchen, 2016). Men in the Latino culture regard these products as essentials which aid in keeping a good look in the work environment. The Latino men will be a perfect target market due to their spending lifestyle and size. Asian-American men will be another ideal target audience as they have a higher likelihood of purchasing these products because of their prospective health benefits like the prevention of acne and suntans.
Micro-cultures and Additional Demographics
Even though it is vital for the business to target the different cultures for men's personal care products in the United States market, it should expand the target market to other micro-cultures as well as more demographics. An important micro-culture which the company will target is the LGBT group. The LGBT group continue using personal products as they fancy youthful looks at their businesses and workplaces, social life, meetings, and dating. In comparison to other groups of people, this subculture emphasizes more on their looks, particularly by taking care of their uniqueness, hair, and skin. Other demographics which the company will consider when developing the products are men aged between 18 and 35 years, as well as both men and women aged above 35 years. This is because both men and women in these age brackets are highly interested in using personal care products for taking care of their bodies and looks.
Group Influence in Marketing the Product
Ways through which group influence can be used in marketing the personal care products are mainly through social influence marketing. The social influence marketing can include the creation of satisfactory attitudes especially to the targeted customers so that those consumers will influence their other male counterparts to get the product. Taking advantage of the growth of social technologies and social networks will also help in using group influence when carrying out marketing. The use of social media in an organization will come up with platforms where customers get a chance to interact with the organization and get more information about its products (Hofacker, Malthouse, & Sultan, 2016). In a situation where the organization has a stable online community, people will influence each other following the interactions they have had with the organization as well as the knowledge they have about the product. Reference groups can also be used to make endorsements of products. They can recommend the products by using their names or talking about these products hence influencing their peers' purchase decisions.
Addressing Need Recognition, Search Behavior and Customers Consideration
Need recognition happens when a consumer realizes that they have an unmet need that they need to fulfill. Marketing products revolves around realizing consumer needs, developing sophisticated ways of making sales and promotion of the goods and services. The marketers will use all ways to stimulate the men to know that they have the need to use the personal care products. They use social media and post the previews of the products and show the consumers how the outcomes of the products look like. They can also sell the products at strategic places where men hang out more. Such as gymnasiums, basketball pitches and other areas (Juster, 2015). The organization can also enhance the type of information they display to the public about their product. This will influence consumers search behavior. High-quality products will make the search behavior easier because a consumer will come back for the same product without having the hassle to search for a better product. Consumers’ consideration to make purchase comes after they have evaluated the product and are sure that it will meet their desires. The organization will address this by offering the best customer service i.e. polite sellers, after sale services, quick delivery at the customers' doorstep among others.
The Plan for Addressing Need Recognition, Search Behavior, and Consumers' Consideration Set
The needs of the customers are the organization's first priority. This will encourage the organization to carry out good market research. First, the company will use the secondary research which has the information that other people have researched about personal care products. Also, the firm will need to identify the drivers of consumer purchase behavior. It will have to outline the consumers' behavior and motivators. The business will gather information on how well the consumers are informed and what influences their decision. This will help the organization to have a good relationship with the target market.
The marketing representatives will also outline the findings on market research on consumers' motivators to establish whether they are driven by the quality or the price. The relationship the company will build with their target group will help it in deciding how to distribute and deliver the products. The company will then plan on observing consumers’ behavior and preferences by watching how the customers' are selecting the products. This will enable the organization to have an insight into what customers look for in a product (Juster, 2015). The observation will be an important tool to depict on how much time a customer spends when making a comparison of prices and whether they are looking at the labels as a driver to make the choice they make.
Conclusion
There is a need for an organization to show their customers that their needs are the organization's first priority. They have to show the products they have to customers and make it known to them that their major aim is to offer satisfactory products to them. Ensuring that the right information reaches the target group is also very important. Most customer decisions are motivated by the information that they have gathered from social platforms and also the experiences of others.
References
Hofacker, C. F., Malthouse, E. C., & Sultan, F. (2016). Big data and consumer behavior: Imminent opportunities. Journal of Consumer Marketing, 33(2), 89-97.
Juster, F. T. (2015). Anticipations and purchases: An analysis of consumer behavior. Princeton University Press.
Pryor, C., Webb, J. W., Ireland, R. D., & Ketchen, Jr, D. J. (2016). Toward an integration of the behavioral and cognitive influences on the entrepreneurship process. Strategic Entrepreneurship Journal, 10(1), 21-42.
