CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR:

Consumer behavior and the buyer is at the heart of the study
demand, especially when are considered products and services
consumer versus industrial products and services.
First, we could define consumer behavior as
"The process by which an individual develops a response to a need. this process
combine phases especially cognitive and action steps that are buying and
actual consumption. "
For the company, the study of the application is not limited to the observation of
behavior includes but their explanations, their understanding with the purpose of
reaching influence these behaviors in a way that is favorable. This is
the subject of numerous researches on consumer behavior.
They seek to identify the key variables that explain differences
observed between individual behaviors.
The research of the main variables that determine the behavior of
consumers has resulted in the gradual development of models
consumer behavior.
According to Lilien & Kotler (1983), a model is "the specification of a set of
variables and their interrelationships, intended to represent a system or process
real in whole or in part."

Internal states of the consumer
Motivations are "internal states that lead the individual to a
behavior, to action." They are very varied.

Analyzing a market point of view of the application:

Analyzing a market point of view of the application:

I - The actors demand
The demand for a product is the result of several actors:
- Consumers or users that influence most directly sales of a product.

It is largely their choice & their behaviors that depend on sales of the product.
- Prescribes who advise, recommend or prescribe product. The study of consumer behavior is sometimes show the dominant influence on the consumption or purchase of a product or brand, some people who play a role advice or decision maker (physician).
Other players could cite as the entourage or associations consumers. The company will therefore seek to gather information from these actors.
II - Analysis tools demand

Potential demand for a good or service, it is all consumption of these goods or services, that is to say all the quantities purchased by enterprise customers:
Number of buyers × average amount purchased by the buyer Concerning the non-consumer is not the consumer of the good or service but may become short or medium term. We distinguish non-consumers on involuntary and non-voluntary on consumers.
It also differs according to Gilardi, "non-consumers on [that] not consume the item but could consume or because a change in their status (age), or as a result of actions developed by manufacturers."
The non-absolute consumer does not consume the product or service and the consumer any short or medium term for physical reasons, economic or
other.
The potential demand is the result of all consumers likely to purchase the good or service in the short or medium term, that is to say that it is the quantity

Total could be applied in the short or medium term.

Penetration of a product or brand is the relationship between the current demand for that good or that mark and its potential demand. This rate varies from one country to another and over time can assess opportunities for growth the market demand. It provides an answer to the question: Is there still a potential additional sale to new customers? We say that the market is saturated if the penetration rate is close 100%. Conversely, if a market is carrier penetration is low.
When we talk about durable goods, using the concepts of rate and equipments rate renewal.
The concept of elasticity of demand: the idea was initially that if the
increased quantities, prices also increased. The idea that the
application properties vary according to their price, which is at the origin of the notion
of elasticity of the demand with respect to price is defined by the ratio between the
percentage changes in quantity demanded consequent on the percentage of
prices3 variation:

:

                                Variation conséquente des quantités demandées

e q/p =

                                                     Variation du prix

Definition of market

Definition of market:

By adopting the neoclassical theory, a market can be defined as the
meeting a supply and demand which results in fixing a price
assignment, that is to say that the applicant is willing to pay to acquire the product and
the supplier is willing to accept to sell their product.
But as noted by Dubois & Jolibert economic theory based on the idea
rational choice of agents whose assumptions are unrealistic. Despite delivery
into question some of these restrictive assumptions by authors such as Lancaster
with the "New Economic Theory", the definition of a market from the
economic development, has little interest in the operational plan for man
marketing.
As noted Lindon & Lendrevie, "the word is used by market people
marketing in two different senses but complementary:
- For the purposes étroit1 is meant by this term a set of figures
on the size, structure and evolution of sales of a product;
- For the purposes Wide2, called all the public market could
influence on the sales of a product or more generally
the activities of an organization. "
In other words, learn about the market, is to study all the forces
governing these exchanges in a market.

BASIC MARKETING

BASIC MARKETING

Consider the case of a manufacturing company that has three ways to proceed exists.
 First way: engineers have asked to design and productions make great products for their views and sell.
Then we can say that the company adopts optic production. In this case, the
production service is the most important of the various departments of the company.
This approach payment when the demand will exceed supply.
Concern for the consumer to find the essential products they
required technical quality as the difference when several products are in competition. Second way: engineers has been asked to design and production
make great products from their point of view but that does not cal in
sense that their sales will not happen automatically and it will have to make efforts to
succeed in selling these products manufactured.
The company adopts a view sale "presupposes that the consumer
not buy enough of himself to the company unless it spends
lot of effort to stimulate interest in the product "(Kotler & Dubois).
In the company, alongside the production department, sales department becomes
important. This approach was successful in selling the 50 economies in
Western, especially for consumer goods companies.

 Third way: The third way is to say that neither the technical quality of product nor the effectiveness of salespeople do enough to ensure economic success
sustainable manufacturing activity. The best way is to continue to produce what consumers want.
The company then adopts a marketing perspective. "The marketing perspective considers
the primary task of the company is to determine the needs and wants of target markets
and produce the desired satisfactions profitably as more effective than
competition "(Kotler).
According to Gilardi et al, the company should seek to "understand the needs of
consumers and adapt commercial offers in order to achieve its objectives. "
As noted by J. J. Lambin, the implicit assumption is the basis of marketing is the optical
so that "the needs of the buyer is the primary objective of
the company, not by altruism but because it is the best way for her
to achieve its own objectives."

 

A successful territorial marketing

A successful territorial marketing
 

"The marketing effort is territorial valorization territories to markets
competing for influence in their favor, the behavior of their audiences by offering
whose perceived value is permanently higher than competitors. This activity is general driven by development agencies, on behalf of authority's
public or private actors. "
Territorial marketing is a discipline being structured, but
practices can be traced back to the 19th century, according to historian Stephen Ward.
Specialty marketing, regional marketing is also enriched
contributions of the regional economy and urban industrial economy, tourism and
work on competitiveness.
In a global environment has become extremely competitive and the practice of
territorial marketing is now essential for territorial officials. It
can provide methods, tools and practices particularly useful for
contribute to improving the attractiveness of a territory.
But more importantly, territorial marketing reflects a new mood for
territorial officials as equivalent to putting the "client" in the heart of
approach. The famous book marketing titled "Mercator" summarizes this
approach as follows: "the desire to know the public to better adapt and act
on it more efficiently. " In this perspective, we can say that will make
territorial marketing is the willingness to put the customer at the heart of its
approach and adopt a set of methods and tools to achieve this
ambition. We will see later that behind the generic term "client"
in fact hides many potential targets for territories that go beyond
targeting "classic" mobile enterprise research implementation.
The scope is extending territorial marketing. It can be applied to a
specific project such as a large urban project, or a specific service
overall approach to enhance the attractiveness of its territory. This is
final scope of this article explores in particular.
Articles on territorial marketing are rare compared to the needs. This
contribution, based on my experiences and professional associations, details a
set method, which divided into 9 steps, can build step
territorial marketing plan. It can be applied at the level of agglomeration,
a department or area. Examples of good practice illustrate
each of the major steps of this method.
The plan adopted is sequential. I ask this in advance of Article 8 principles
prerequisites to be respected. I then describe each of the three sequences
main

Exclusive Tips to Successful Email Marketing

As interviewed: Gail Goodman, Chairman, President and CEO, Constant Contact

　

What are some ways to keep your customers opening and reading your emails?

1-Compelling contentwill engage your readers and make them more likely to keep reading. It’s important to send personalized communications that address your audience’s concerns and needs without being overly sales-oriented. This will position you as a source of valuable information and even as an expert.

2-Use your newsletter as a tool to share all types of important information to your client base. Share information about what new merchandise you have in your retail store or a recipe off your new menu. And, have an interactive Q&A section.

3-Everyone loves images, so include graphics, photos, or links to online videos. The more knowledge you can share helps to create a better customer relationship.

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What should a business keep in mind when creating an online survey?

The most important consideration when getting started is to define your objective. Before you start developing questions or building out a survey, you must ask yourself these two questions:

What do you want to survey so you can accomplish this goal?

Who  do you want to discover/explore/track, or what problem do you want to solve?

　

Exclusive Tips to Successful Email Marketing