Consumer Behavior in Marketing

Why is it important to encourage repeat purchases and customers from a marketing perspective?

The three most recent products I purchased included a Samsung touch screen phone, a blazer, and a pair of shoes based on cognition, impulse, and experience. These products uniquely addressed my consumer needs to communicate, cover myself, and provide walking comfort.

The needs motivated the purchasing decisions (Akbar, 2009). Classical conditioning shaped the purchasing behavior through affective learning process of reinforcement and associations to influence my attitude in response to the stimuli that created psychic reflexes controlled by the need to communicate, cover self, and walk comfortably, typical of the if-then process (Akbar, 2009).

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Classical conditioning, in theory is based on the behavioral learning process in response to unconditional stimuli, neutral stimuli, and conditional stimuli based on contiguous and repetitiveness (Akbar, 2009). Marketing affected the purchasing decisions by providing information about products that could address underlying needs and wants specifically to communicate, cover myself, and walk comfortably.

In addition to that, marketing provides information about the product to purchase, the pricing for that particular product and a range of other products to consider buying in the information search process. The purchasing behavior demonstrated based draw from the influence marketing concepts have on the ultimate buying decision making process (Akbar, 2009).

What are some examples of a high and a low involvement purchase that you have made in the past?

Ethics is the underlying component that enables marketers, individuals, and organizations to show honesty, credibility and responsibility, embrace values and beliefs and embed these elements into organizational marketing practices. These practices enable the marketer to secure the society by reflecting the values and belief of that society as part of the corporate social responsibility while ensuring consumers are not deceived about product value, characteristic’s, and pricing (Lhedhck, 2008).

That is in addition to discouraging organizational employees from practicing deception and engaging in illegal practices, while ensuring the organization’s marketing practice remains coherent to its philosophies in decision making that reflect values, norms, and beliefs that are consistent with acceptable ethical corporate culture (Lhedhck, 2008).

Subliminal persuasion is an ethical marketing strategy. The rationale for the position is based on the role of marketing to provide communication and value in exchange for the needs of the target market. Sublimal persuasion is a marketing strategy for persuading the customer to purchase a product without the need to experiment, test the product, and perform all other evaluations on a product before purchasing it (Lhedhck, 2008). The strategy positively influences decision making in the buying process for the benefit of the marketer (Lhedhck, 2008).

What is consumer satisfaction? What impact does consumer satisfaction have on marketing?

The consumer is more important than the product because products are created to address the needs of the customer. If the customer is absent in the market, no product will be produced because of lack of consumer needs to be satisfied (Bateman, 2002).

Therefore, the consumers drive the development of products. That is because of the significant role marketing plays identifying consumer needs, preference, lifestyle, individual thoughts about a product based on their preferences, lifestyle, and cultural identify to develop a specifically to address the consumer needs.

That is in addition to the internal and external factors underlying consumer buying decision making (Bateman, 2002). These include when to purchase, what to buy, how to purchase a product, and where to purchase from. Here, consumers influence product development and innovation because organizations conduct marketing research to gather intelligence about products, consumer perceptions, attitudes, preferences, reference groups, roles, and lifestyl (Bateman, 2002).


Akbar, M. (2009). Consumer Behavior (Learning).

Bateman, C. R. (2002). Framing effects within the ethical decision making process of Consumers, Journal of Business Ethics, 36, 119.

Lhedhck, D. (2008). Sublimal Persuasion: Influence and Marketing secrets they don’t want you to know.

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