Consumer behaviour Essay Example | Topics and Well Written Essays - 5000 words

Consumer behaviour - Essay Example efines what constitutes marketing, explores the dynamics of consumer motivation, and then links these conceptions with consumer behaviour, using relevant examples, to understand how marketers respond to consumer behaviours and serve to influence them. Personal self-reflections by the researcher involving two consumption scenarios, with focus on the Tu clothing line by Sainsbury’s and the smartphone company, Blackberry, are explored in order to justify or refute theories of motivation, consumer behaviour and marketing that are investigated in the report’s review of literature. The explorations of theory versus real-world experiences in consumer behaviour and marketing underpin a relevant discussion about the relevancy of various motivational and behavioural models. By evaluating theory and then applying it to real-life consumption decisions, it provides a framework by which to critique various theoretical models or provide ample support for their viability and relevancy in what drives consumption decision-making. Exploration of secondary research underpins the investigation of primary research reflection and establishes a conceptual framework of best practice for today’s marketers that are marketing products to consumers fitting my personal target market profile. Marketing is a set of activities within an organisation that attempt to communicate a product or service’s value to potential or existing customers, with the intention of ensuring sales of these goods or services. Marketing is a series of different processes which assist in satisfying the needs of important target customers that effective describe the benefits that customers will receive by selecting one company’s products over a competitor (Kotler and Keller 2009). There are many techniques involved in an organisation’s marketing process, including selection of desirable target markets through segmentation and analyses of consumers and other market conditions. A firm must understand consumer