With the established changes in consumer behavior which influences product marketing strategies, stimulate the researcher to find out the sociological factors affecting customer’s behavior in the marketing of some selected consumers goods in use. The basic product marketing strategies use for consumers product has been carefully considered by this study, the researcher employed some research tools as interviews, observation and questionnaire to collect the necessary information as to the sociological factor affecting customer’s behavior. This is done in order to know the desired consumer’s needs, wants, and incomes to know the extent to which the sociological factors affect their behavior. Thus the student shows that marketers take into cognizance the customer’s needs, incomes, statues and life style. The philosophical marketing concept of consumer goods and preferences and this enable the marketers to push or sell it product in the market.
Sociological factor affecting the individual as a customer in marketing of some selected consumer goods is that, the distribution a customer and a consumer is hard or complex to come or conclude upon. This is because customer can as the same time be a consumer. For example, a house wife who in her weekly shopping trip acting as an agent on behalf of her household, she is a customer and her family is the consumer. Therefore this two concept will be used for the purpose of this project as meaning the same thing. The question now to be asked is who is our potential customer as distinct from our actual customer? But the answer to this question can provide us with valuable insight into the sociological factors affecting the customers behavior in marketing of some selected consumer goods. If we are able to identify our potential customer, we can be able to at the same time convert them to actual customers.
Indeed, a potential market for any product or services must therefore be grounded upon a clear view of what influence prompt customer to need our product or services, knowledge of who our customer are, implies an ability to describe them for marketing action. Recognizing that customers the differences can enable the marketers to achieve a closer matching of customers need for the product or services offering.
This contention is supported by COLBORNE & WILDON when they said “no marketing effort however inspired, is likely to achieve its maximum success, unless there is accurate understanding of the buying process.”
Here the emphasis is that without the knowledge of the market, the buying that composes it and the attitude and authority of purchasers and their operation cannot be met. However those changes in marketing found themselves obliged to take decision and to formulate strategies inside a frame work of un-provided assumption about fact and condition. This can only result in a marketing organization, this is forced to work less than maximum efficiency, and in error and resulting losses could be avoided.
1 - 5 of 96 Reviews |