An overview of my understanding of Consumer behavior and its importance.

1. Consumer Behavior
MRK 2100
Presented by: Mame
Thiome

2. What is
Consumer
behavior?
Consumer behavior is the explanation
of the why consumers accomplish the
act of buying.

3. Why is
consumer
behavior
important?
It helps you understand How consumers think and feel about
different alternatives. Because each prospective is at
different stage of what marketing call the buyer’s journey.
Understanding the consumer behavior make it easy to
influence their buying decisions. Your company’s marketing
strategies can be adapted and improved to more effectively
influence the consumer.
It helps you understand how consumers behavior is
influenced by their environment (location, culture, age… )
and better empathize them by creating the best product that
fit their needs.

4. Three main
factors that
influence the
buyer’s
behavior:
Social factors – Your surroundings play a big role in
your behavior as a consumer: your family, friends,
colleagues.
Psychological factors – Everybody’s response to a brand
and products will be based on their perceptions. That
perception is influenced by their ability to understand,
their sensitivity, and their capacity to react to their needs.
Personal factors – A person’s interests and opinions.
Everyone has different taste and liking.

5. Other factors
that also
influence the
consumer
behavior:
Demographics Age Gender
CultureProfessionSocial class
Income
Education
level
Internet and
social medias
(Influencers)

6. How to know consumer’s behavior
Collecting Information through:
• Customer Reviews – It helps you highlight
common issues regarding your brand and products.
• Keyword research – Keyword research can tell you
what consumers are interested in and the relative
level of interest. It also helps to reveal the language
they are using.
• Surveys – allow you to ask specific questions and
get more personal and precise answers.
• Q&A sites – They give you ideas of the questions
and concerns that people have concerning your
brand, service and product.

7. • Blog comments – Comments on your blog can be a
good way of discovering any questions your audience
might have.
• Twitter Insiders – Twitter launched ”Insiders”, a
12,000 strong focus group of US & UK Twitter users.
• Google trends – Google Trends can help you to
understand if a topic is becoming more or less popular.
You can anticipate on the leaning of customers.
• Government data – Available for free and can help
you gather credible information.

8. Focus groups
Assembling
groups of
consumers to
gather detailed
answers.
Google Analytics
Analytics can be used
to tell you where your
traffic is coming from.
It shows geography,
interests, and a range
of demographics.
Competitor analysis
This can provide useful
information about
consumers that are
shopping in your
vertical but don’t buy
from your brand.
Social media
Millions of people
reflect their
habits, daily lives
on social media.

9. Consumer
Behavior
By collecting information through multiples channels, companies can collect data
that will help them understand consumers behavior and adjust their marketing
strategies to be able to offer them the best products that will satisfy their needs.

10. Sources
• https://app.hubspot.com/learning-
center/4663119/lessons/306/1654
• https://www.youtube.com/watch?v=jOt82lqWAtY&r
el=0
• https://elearn.sinclair.edu/d2l/le/content/140869/vi
ewContent/4520778/View