All successful businesses have a common feature in marketing, and large corporations know how to target market to the fullest. Not intended identifying the target market here determine the geographical area of the market, but that the meaning here much more comprehensive than that, where we mean the market target various sectors which include determining the geographic area and demographic characteristics as well as the economic characteristics and social characteristics and other matters relating to the market.
If a particular company wanted food marketing their product in two geographic areas, and the area was first in one of the European countries and the second zone in one of the Islamic countries of the Middle East, what are the differences that should Mraatha?
There are several points the company must focus on them, if they were used in its product pork derivatives or alcohol they will be able to market this product in Europe, but of course will not be able to shop this product in one of the Muslim countries, in this case should be on the company that manufactured the same product, but without alcohol or pork derivatives.
And also when the work of the ad for this product, the method of display advertising in Europe must be appropriate for the European community, but the same ad may not be appropriate for a conservative Islamic society.
It is clear to us here we determine the geographical area must study the characteristics of the region, whether we were marketing a product or service.
When you decide to target a particular area then you must be studied thoroughly, because the error in understanding the target market ultimately leads to a big failure.
What do we mean by market research?
Mean market research collection, recording and analysis of data on customers, competitors and the nature of the market to be able to provide the product or service that meets the consumer's desire and superior to other competitor. Market research and help us in determining the demographic characteristics of the consumers.
What are the types of market research?
There are lots of types of market research is not here to mention, we are through this article we give an outline only, and can be found on the different types of research and choose the right ones. I will here briefly about a common species which field research.
Is conducting field research through the wishes and needs of consumers by asking them directly or by using other methods through different methods of data collection, including:
- The questionnaire, which is the most common way.
- Interview.
- Observation, and are intended to note the actions of the consumer.
- Test.
Consumer Behavior Study (3)
This is the point of the most complex and most important things, we In order to reach our marketing goals must know the different behaviors of the consumer or the client and we are studying in detail, I will talk at this point is essential in the study of consumer behavior and remind them in a concise and simplified.
What are the factors that affect consumer behavior?
- Psychological factors: motivation - cognition - learning - trends.
- Social factors: culture - social class - reference groups.
- Position SPV: answering questions: When - Why -?
- Information: commercial sources - social sources.
I will very quickly for the two types of psychological factors, namely motivation and cognition because they are very important, and here not the place to dwell because each worker can Tawheed deep studies and not detail here.
Motives
Motives are the main driver of consumer behavior, what are the reasons that urges consumers to buy the product or service?
There are theories many of the motives and perhaps the most famous pyramid Maslow humanitarian needs, where section Maslow human need into four sections, and began Boktherha importance at the base of the pyramid, and the humanitarian needs, according to Maslow: needs Alvesalogih, and of food, clothing and other - the need for safety, including the need to care health - social needs, including love and belonging to a group and other methods of communication with the community - and finally the need for self-realization.
What kinds of motives?
- Primary motives and selective and motivated to deal:
Reflect the primary motivation for the consumer's desire to acquire a certain thing to satisfy his basic needs, such as his desire to get the food to fill the hunger. While the motives selective desire to get a certain type of food, for example, without the other. While intended motivated handle consumer choice for a particular good or service among multiple varieties, for example, if he wishes to eat chocolate it selects a certain kind of chocolate without the other.
- Motives mental and emotional motivations:
The difference between the two is clear, where the motives Alaklalh based on logical reasons and made a thorough study of things, while the emotional motivation resulting from emotional reasons social Kalospab such as simulation and other others.
- Motives physiological and psychological motivations:
Motives relating to matters associated with physiological functions of the human body such as the need for food, while the psychological motivations Vtkon resulting from mental and emotional arousal.
- Positive motivation and negative motivation:
Motives are positive behaviors that lead to satisfying results in a kind of happiness, while negative motives are actions carried out by the consumer to avoid anxiety or tension.
- Public motives and motivations:
In public motives consumer is aware of the reasons for his act while the motives underlying the consumer shall act without understanding the reasons.
Perception
Intended perception receive and process organization and accommodate the consumer or customer to various temptations of selling through the five senses.
The cognitive process includes four phases:
- Exposure: When a commercial ad, for example, the consumer may be subjected to this Declaration.
- Attention: If this is a strong it سيشد consumer attention.
- To learn and understand: Advertising Excellence must to convey the idea of a good or service to the customer clearly and without any ambiguity.
- Saved in memory: if the product or service is important for the customer they will be kept in memory in the final stage.
Will not dwell here to many complications in the study of consumer perception, it is not here right place for it.
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