Consumer Behavior: The Two Types Of Consumers

INTRODUCTION: TOPIC OVERVIEW & PURPOSE

Consumer behaviour is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their immediate or future needs. Consumer behaviour focuses on how individuals make decisions to spend their available resources, be it time, money and effort, on consumption related items. This includes what they buy, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate their purchase, and how those evaluations impact future purchases. It defines two types of consumers: the personal consumer and the organisational consumer. The personal consumer buys goods and services for

It’s a tried and tested model and represents the current marketing thoughts of advertising effectiveness and has been used since the 1960s. Following is a graphical representation of the AIDA Model.

The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase. It's no longer a relationship purely between the buyer and the company, since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and communities.

UTILISING THE A.I.D.A MODEL

AIDA model can be applied to marketing strategy and planning by enabling organisation with the knowledge of the how and when to communicate with a market, and by also providing them strategies to develop communications during each stages of the consumer decision making process. This enables marketers to activate various consumer touch-points that would require different information throughout the stages from various sources. Some of the questions that AIDA can help answer are as

DAGMAR enables marketers to:

• Create concrete & measurable results: The communications objectives should be a precise statement of what appeals to the target audience and/or what message the company wants to communicate to the customer. Furthermore, the specifications should also include a description of the measurement procedure.

• Defining target audience: DAGMAR enables organisations to clearly define their target audience depending on the business goals. Whether it’s to increase brand awareness or to sell a particular product or service. It is essential for organisations to know their target audience precisely which would enable them to benchmark measures to further optimise the marketing and branding