López Hernández Angélica Marina.
Consumer Behavior : Essay
The ways and maners consumers behave and the reasons they have for making a certain desicion are many, and different. Each consumer is separately influenced by the environment in which they live, be it work, friends, school , family, etc. Marketers should take in consideration this groups that can change or condition a desicion, for example. In countries like the U.S. family influence is not as strong and well marked as it is on Latin American, this is due to different life styles, culture , education and traditions that define each region and give them a unique essence and personality. This essence and personality based on the facts already mentioned such as culture, education, etc changes drastically a consumer’s behavior and preferences, and that is why it is so important to consider it when analysing our market.
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Once this has been analysed, if the HLC is correctly focused and applyed it can achieve great things, and a deeper impact on the consumer.
As we said, the lyfestyle on the U.S. is radically different compared to that in Latin America, and that means that the HLC is also different in a place to another, due to this , it can be said that marketers have a strong problems and difficulties facing this differences, because in the end, they are two different cultures.
Once HLC has been discussed, we must remember that this is not the only factor that determines a marketing, there are several characteristics that must be considered. For a start we have the demographic variables, this is a very important characteristic, because the demographics are the reflection of the market reality, it is the basis in which marketer ought to watch, and work on, because it defines the needs and behavior of the consumer. For example, Latin America, has a young population, while U.S doesn’t, U.S. population is integrated in its majority by people over 15 and on. So, based on this facts, the publicity targeted to this area has to adapt to this market.
Once all those characteristics, and facts have been studied, to take them onto practice is the next step. Now that we know the demographical characteristics of a market, its influences, the Household Life Cycle and the reasons of their decisions we can then make a viable publicity campaing that satisfies our target and our goals.
To design an advertisement that can catch our consumer’s attention and to make him feel identified with our message, to desire the product, and to eventually consume it, and even later, preferably, to develop a loyalty with the brand or product, is the prime goal of a marketer, but to achieve it, several characteristics must be analysed, a deep study and comprenhension with the market must take place, and also a mutual and constant feedback. Marketers should listen to their consumers also, not only send them messages, but to pay attention to their needs and the things they have to say.