Explain the procedure for consumer behaviour audit
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The outline for auditing consumer behavior has been simplified and generalized below, but the execution of the process can be invaluable for identifying challenges and opportunities for improving marketing strategy.
Decision Areas:
Market segmentation – division of all possible product users (i.e., consumers) into groups with similar needs to satisfy for product development and media selection.
Product positioning – determination of a desirable product or brand position in the mind of the consumer relative to competing brands.
Price – pricing policy consistent with the determined product position. The price is the all inclusive set of consideration that the consumer must tender in exchange for the product or service, such as time, patience, learning, and money.
Place (Distribution Strategy) – channel or distribution strategy, such as retail, wholesale, or Internet, etc. consistent with the determined product position at which title to the product is relinquished or the service is performed.
Promotion – advertising, visual packaging, publicity, promotion, website, telemarketing and direct sales force activities.
Product – physical product characteristics or service to be experienced for each market segment.
Customer satisfaction – post-purchase policies to promoted customer use, loyalty, reference and repeat purchases.
Customer Influences:
External influences
Culture, subculture, and valuesDemographics, income, and social classReference groups and family / householdsMarketing activities by the company (e.g., product attributes, packaging,
advertisements, sales presentation, and retail outlet)
Internal influences
Needs, motives, and emotionsPerceptions, learning and memoryPersonality and lifestyleAttitudes
Situation influences
Physical featuresTime perspectiveSocial surroundingsTask definitionAntecedent states and situations (e.g., product or offer communications, purchase, use, or definition)
Decision process influences (i.e., stages)
Problem recognitionInformation searchAlternative evaluationOutlet selectionPurchasePost-purchase processes (e.g., use, disposition, and evaluation)
By interweaving the decision areas with the relevant customer influences listed above, it is possible to outline the areas in which data should be gathered in order to construct a complete consumer behavior audit template as follows:
Step 1: Market segmentation (…) Identify customer influencesStep 2: Product positioning (…) Identify customer influencesStep 3: Price (…) Identify customer influencesStep 4: Place (Distribution strategy) (…) Identify customer influencesStep 5: Promotion (…) Identify customer influencesStep 6: Product (…) Identify customer influencesStep 7: Customer satisfaction (…) Identify customer influences
By completing the above steps and answering all the associated questions regarding customer influences at each of the stages, the marketing manager should have a thorough understanding of the influences on consumer behavior and the key decision areas in which the influences are activated.
Decision Areas:
Market segmentation – division of all possible product users (i.e., consumers) into groups with similar needs to satisfy for product development and media selection.
Product positioning – determination of a desirable product or brand position in the mind of the consumer relative to competing brands.
Price – pricing policy consistent with the determined product position. The price is the all inclusive set of consideration that the consumer must tender in exchange for the product or service, such as time, patience, learning, and money.
Place (Distribution Strategy) – channel or distribution strategy, such as retail, wholesale, or Internet, etc. consistent with the determined product position at which title to the product is relinquished or the service is performed.
Promotion – advertising, visual packaging, publicity, promotion, website, telemarketing and direct sales force activities.
Product – physical product characteristics or service to be experienced for each market segment.
Customer satisfaction – post-purchase policies to promoted customer use, loyalty, reference and repeat purchases.
Customer Influences:
External influences
Culture, subculture, and valuesDemographics, income, and social classReference groups and family / householdsMarketing activities by the company (e.g., product attributes, packaging,
advertisements, sales presentation, and retail outlet)
Internal influences
Needs, motives, and emotionsPerceptions, learning and memoryPersonality and lifestyleAttitudes
Situation influences
Physical featuresTime perspectiveSocial surroundingsTask definitionAntecedent states and situations (e.g., product or offer communications, purchase, use, or definition)
Decision process influences (i.e., stages)
Problem recognitionInformation searchAlternative evaluationOutlet selectionPurchasePost-purchase processes (e.g., use, disposition, and evaluation)
By interweaving the decision areas with the relevant customer influences listed above, it is possible to outline the areas in which data should be gathered in order to construct a complete consumer behavior audit template as follows:
Step 1: Market segmentation (…) Identify customer influencesStep 2: Product positioning (…) Identify customer influencesStep 3: Price (…) Identify customer influencesStep 4: Place (Distribution strategy) (…) Identify customer influencesStep 5: Promotion (…) Identify customer influencesStep 6: Product (…) Identify customer influencesStep 7: Customer satisfaction (…) Identify customer influences
By completing the above steps and answering all the associated questions regarding customer influences at each of the stages, the marketing manager should have a thorough understanding of the influences on consumer behavior and the key decision areas in which the influences are activated.
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