Consumer Psychology and Marketing Communications Essay

At any give moment during the day, terminations such as which brand of merchandise to purchase, which color create to select, or what c subject service provider to go with argon cosmos made by consumers. The selection and behaviors of the consumers go beyond their personal preferences and has been analyze by psychologists for over a century. Knowing what appeals to consumers and what their preferences are is a life-and-death part of the agate lines success. In geographic expedition kinds between credence of new consumer overlaps and relationship marketing by Sarabi, Ahmadi, & Moradi , the relationship between a consumers demographic variables and product selection discussed. A blurb article, Scenes of Consumer psychology by Rachel Bowlby discusses how consumer psychology presents itself in marketing techniques. Consumer PsychologyThe specialty that examines the influences a persons thoughts, beliefs, feelings, and perceptions start on their purchase habits is known as c onsumer psychology. A consumers demographic information, how they perceive advertisements, brand exposure, and economic term are just a few factors that rear end affect their decision making process. In order guide more than about the behaviors of buyers, consumer psychologists and businesses potbelly conduct surveys organize focus groups, send out questionnaires, or by dint of direct observation. If a business support identify the buying habits and influences of their rule-governed guests, they are presented with the opportunity to retain their business while make themselves and the customer happy. Psychological concepts discussedIn their article, Exploration relationships between adoption of new 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 present that social-demographic characteristics have significant influence on NPA behavior and suggests that younger, higher income and fracture educated consumers tend to accept market innovations more quickly (para. 2). other factor that influences their likeliness to buy or accept newproducts is the compute portrayed. For example, if sports fan sees their favorite player endorsing a sports drink, they whitethorn be more likely to purchase or try 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 two 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 definite way? Does it make them feel nostalgic or affluent? The absolute majority of society would be considered romantic consumers. Classical consumers, on the other hand, are those who look for the security and savings. They look for the simples t and most direct way to progress to their goal. When looking for a new cell phone 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 start with the goal of buying a simple phone but is drawn in by the exc stopent of all the extras a smart phone may have to offer, even if not needed. Relationship between consumer psychology and marketingWhat some(prenominal) articles aim to show is that a persons emotions and environment can influence their buying habits. If a business can identify frantic triggers in their regular customers, then they are able to keep them approach 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 wide scat of customers for all walks of life. After building our business and customer base, we started to recogn ize faces and learn a little about them. Through observations and asking the right questions, we were able to determine that a large portion of our customer base was lower-middle class. We overly found that we had many 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 pair in a segment store, but they are able to sire a similar item for half the cost. Seeing that they were able to afford more and still get quality merchandise has made them more likely to purchase duple items from us and continue to shop in our store. ConclusionKnowing what is heavy to customers is a critical component of business ownership. Both articles discussed have shown a relationship between consumers buying trends and how their decisions can be affected by their experience 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 go out 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 daybook of Contemporary Research in Business, 5(2), 80-89. 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