The study of consumer behaviour looks at what makes people buy things and how they do it. A marketing strategy tells you how to get the right goods or services to the right people and make them happy. Consumer behaviour and marketing strategy are connected and important because they help companies understand the wants, needs, and drives of their customers and create appealing marketing efforts for them. Marketers can divide their target market into groups, place their goods, and explain their value proposition by looking at how people act. Businesses can change how customers act, boost sales, and keep customers coming back by using a marketing plan. Using a smartphone as an example, we use a flow chart to show the connection between how people behave and how businesses sell to them.

7. For example, if consumers prefer organic food
over conventional food, this can increase the
demand and price of organic food, reduce the
demand and price of conventional food, and
create opportunities for new entrants or niche
players in the organic food market. 😊

12. For example, a clothing company might segment its
market based on age, gender, style, income, or
location. 😊

13. FOR EXAMPLE-
Apple positions its MacBook as a premium,
innovative, and user-friendly laptop for creative
professionals. 😊

15. An example of marketing research would be conducting a survey to
measure customer satisfaction with a new product. 😊

16. For example, a social marketing campaign might encourage people to wear
seat belts, recycle, donate blood, or enroll in school. 😊

18. For example, consumer behaviour can be influenced by
government policies, such as taxes, subsidies, or regulations.
Government decision making can be informed by consumer
behaviour, such as preferences, feedback, or complaints

19. Government decision making can affect consumer behaviour by imposing regulations, taxes,
subsidies, or bans on certain products or features.
For example, in 2016, the Indian government imposed a 12.5% import duty on
iPhones, which increased their prices and reduced their demand in the Indian
market. In 2018, the Chinese government banned the sale of some iPhone models
in China due to a patent dispute with Qualcomm, which affected Apple’s sales and
market share in China.
These are some examples of how consumer behaviour and government decision
making are related and can influence each other.

20. LET'S USE A FLOWCHART TO UNDERSTAND THE
OUTCOME.

22. • Consumer Behavior: This represents the behaviors and preferences of
consumers in the mobile phone market. For example, some consumers might
prioritize camera quality, while others might look for long battery life or
gaming capabilities.
Lets take a Example to undestand flow Chart
MOBILE PHONE MARKETING STRATEGY: INFLUENCED BY
CONSUMER BEHAVIOR

23. • Influences Marketing Strategy: The mobile phone company analyzes
these consumer preferences to develop its marketing strategy. For
instance, if a significant segment values camera quality, the
company might focus its marketing on highlighting the camera
features of its phones.

24. Marketing Strategy Components
• Market Segmentation: The company segments its market into different groups,
such as tech enthusiasts, professional photographers, gamers, and everyday
users. Each group has distinct needs and preferences.
• Market Positioning: The company positions its products in the market. For example,
it might position one model as the best choice for photography enthusiasts, while
another might be marketed as an affordable yet powerful option for the average
user.

25. Marketing Mix (4 Ps):
• Product: Different models of mobile phones with varying
features like camera quality, battery life, processor speed, etc.
• Price: Setting price points based on the model and target
segment, from budget phones to premium models.
• Place: Selling through online platforms, retail stores, and
through carriers.
• Promotion: Advertising campaigns, social media marketing,
influencer partnerships, etc.

26. • Marketing Research: Conducting surveys and focus groups to understand
consumer preferences, like what features are most important to users in a
mobile phone.
• Social Marketing: Campaigns focusing on how mobile phones can enhance
connectivity and productivity in everyday life, or promoting responsible usage
among younger consumers.
• Government Decision Making: Complying with regulations like privacy laws, or
adapting to policies that might affect mobile phone usage, like restrictions on
usage while driving.

27. Interconnected Relationships:
• Market Segmentation → Consumer Behavior: The company's targeted marketing efforts
towards each segment influence consumer preferences and purchasing decisions.
For example, highlighting gaming features in advertising might attract more gamers
to choose their phone.
• Market Positioning → Consumer Behavior: Effective positioning, like branding a phone
as the best for photography, can influence consumers who prioritize camera quality
in their purchasing decision.

28. • Marketing Mix → Consumer Behavior: A well-executed
marketing mix can meet consumer needs and influence
their purchase decisions. For instance, competitive
pricing for a high-spec phone can attract budget-
conscious tech enthusiasts.
• Marketing Research → Consumer Behavior: Insights from
research can help the company understand what
features are most desired by consumers, influencing
future product development and marketing strategies.

29. • Social Marketing → Consumer Behavior:
Campaigns promoting responsible mobile
phone usage can influence consumer attitudes
towards phone usage.
• Government Decision Making → Consumer
Behavior: Government policies, like tariffs on
imported components, can affect the pricing of
mobile phones, thereby influencing consumer
purchasing decisions