Consumer behaviour in marketing strategy
Strategic planning analyses, evaluates, executes and proposes actions designed to achieve certain purposes or objectives.
Consumers are constantly part of the process, so you need to start by researching their needs, wants, and desires.
That’s why a company must analyze the behavior of the current consumer, and specifically that of its target audience to implement a marketing strategy aimed at better satisfying customers.
Consumers can enclose in themselves several purposes or requirements at once. Or even very different from each other. Therefore, a good strategy must:
To avoid giving blind sticks with the strategy you must establish, you can use the same tools or studies that provide you with the knowledge you need to define it.
Tools to know the behavior of the consumer
We already know that a CRM is essential to know everything about the relationship and the customer management.
But, if our CRM tool does not contain enough information to provide us with the necessary data to establish our strategy, we can use market research firms.
This type of company analyses the behaviour of today’s consumers in different fields. They can analyse everything from weekly purchases in the usual trade to sporadic purchases such as vehicles, technological products, travel, etc.
These companies are used to predicting fairly accurately how trade flows will occur. They have large BBDD where they record purchases and/or consumer surveys that lend themselves to it. They fill in what are known as “consumption panels” and customer satisfaction surveys.
These panels also provide demographic data on the type of customer each product purchases.
This type of data does not provide information about consumers’ purchase intentions. But it will allow us to establish a rough forecast. In addition to knowing the behavior and what led them to the acquisition of one or another product or service.