BUSI 612 Promotions Project: Consumer Behavior And Competiti

BUSI 612 Promotions Project: Consumer Behavior and Competitive Insights Essay

Overview Consumer Behavior (CB) is the “psychology” of marketing. One definition of Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Studying consumer behavior is important because marketers need to understand what influences are associated with consumers’ buying decisions.

Instructions This Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment is all about developing a better understanding of CB theory as it helps marketers decide how to present their products in a way that generates maximum impact with customers and consumers.

In addition, a better understanding of CB theory helps marketers reach and engage consumers and ultimately convert them into customers.

Research Questions for the Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment :

• RQ1: What is the theory of “Consumer Behavior”? NOTE: CB has developed into its own discipline, it’s much wider and deeper than our textbook discusses. You must conduct outside research to fully explore this RQ.
• RQ2: What are the “consumer behaviors” associated with the customers that currently purchase your products/services? Please connect back to your theory section in RQ1.
• RQ3: What are the competitive insights you learned from the Consumer Behavior patterns of the customers that currently purchase your product/service? NOTE: These insights need to be connected into a new promotion somehow.
• RQ4: What is a “big idea” referring to an advertisement or promotion? This section must be 1–2 paragraphs with at least one reference.
• RQ5: What is one new “big idea” about your product/service that you discovered in researching and writing about CB theories and the factors that shift demand for your product/service? Sketches and photos are encouraged, but not mandatory. RQ5 should be at least 2 paragraphs. NOTE: The “big idea” must be original and associated with your research, not from your company’s marketing/advertising efforts.

Length of this Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment is minimum of five pages of text excluding title page and references. APA level headings are to be used throughout the essay.

Format of Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment is the most current APA Guidelines.

Five citations are required (required readings in this Module’s Learn section may not apply to this minimum requirement). Acceptable sources are Scholarly Resources (regardless of the date of publication), Popular Sources, Professional Trade Sources and Books/Book Chapters.

Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.

Sample Paper For Above instruction

The study of consumer behavior (CB) is a critical pillar in understanding how marketing strategies can be optimized to influence purchasing decisions effectively. At its core, consumer behavior explores the psychological, social, and economic factors that drive consumers to select, utilize, and dispose of products and services. Recognized as a multidisciplinary field, CB incorporates insights from psychology, sociology, economics, and anthropology to develop comprehensive models explaining consumer actions and decision-making processes (Schiffman & Kanuk, 2010). These models help marketers tailor their messages and strategies to specific consumer segments, ultimately fostering engagement and loyalty.

Fundamentally, consumer behavior theory posits that purchase decisions are influenced by a variety of internal and external factors. Internal factors include perceptions, motivations, beliefs, and attitudes, while external factors encompass social influences, cultural norms, marketing stimuli, and economic conditions (Hoyer & MacInnis, 2018). For instance, the Theory of Planned Behavior highlights how individual attitudes towards a product, perceived social pressures, and perceived behavioral control shape purchase intentions (Ajzen, 1991). Other theories, such as Maslow's Hierarchy of Needs, suggest that consumers' purchasing choices are driven by their current level of needs—from basic physiological requisites to self-actualization aspirations (Maslow, 1943).

In current marketing practice, understanding consumer behaviors allows brands to design targeted campaigns. For example, recent research indicates that emotional appeals resonate strongly with millennial consumers, who prioritize authentic brand messaging that reflects their values and aspirations (Ladhari & Michaud, 2015). Consumer insights show that these segments are influenced by social media content, peer reviews, and perceived brand authenticity, leading to behavioral patterns such as spontaneous purchases and brand loyalty. These behaviors, rooted in psychological and social factors, inform marketers’ approaches to engaging these consumers through personalized content and compelling storytelling.

Analyzing consumer behavior patterns reveals key competitive insights. For instance, a company can identify specific pain points or unmet needs within its customer base, allowing for the development of more relevant promotional strategies. If data show that consumers are motivated by environmental sustainability, a brand can craft messaging that emphasizes eco-friendly attributes and corporate social responsibility. This aligns with findings from the cognitive behavioral model, which suggests that aligning product positioning with consumers' values enhances purchase likelihood (Kollat & Wilkie, 2018). Consequently, leveraging these insights leads to promotional campaigns that connect on an emotional level, creating differentiation from competitors.

The “big idea” in advertising encapsulates a core message or concept intended to capture the audience's attention and generate a memorable impression. A successful big idea leverages emotional resonance, clarity, and originality to elevate a campaign beyond mere product features. For example, Nike’s “Just Do It” slogan encapsulates motivation and empowerment, creating a unifying theme that has resonated across decades (Keller, 2013). This concept taps into consumer aspirations, making the brand synonymous with perseverance and achievement. Effective big ideas are simple, emotionally charged, and aligned with the brand’s identity, prompting consumers to associate the message with their personal narratives (Schmitt, 2012).

Through research and analysis of consumer behavior theories, a novel “big idea” emerged for a hypothetical eco-friendly snack product: “Recharge Nature’s Way.” This idea emphasizes regeneration, health, and eco-consciousness, positioning the product as a natural choice for consumers who seek to sustain their vitality while caring for the planet. The campaign visualizes a vibrant green landscape, intertwined with active consumers enjoying outdoor activities, symbolizing harmony between personal health and environmental stewardship. This idea stands out by focusing on the consumer’s desire to contribute positively to the world, aligning with behavioral insights that show increasing demand for sustainable products (Peattie & Crane, 2005).

Another innovative “big idea” involves integrating interactive digital experiences that educate consumers about the product’s environmental benefits. Downloadable augmented reality (AR) features can show consumers how each purchase contributes to reforestation efforts. This approach leverages technological engagement to foster emotional bonds and strengthen brand loyalty. Such ideas are rooted in consumer insight that modern buyers value transparency and involvement in sustainability initiatives (Leonard-Barton, 2014). By aligning the big idea with behavioral motivators, brands can deepen engagement and influence purchase behavior in a meaningful way.

References

• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
• Hoyer, W. D., & MacInnis, D. J. (2018). Consumer behavior (7th ed.). Cengage Learning.
• Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education.
• Kollat, J. B., & Wilkie, W. L. (2018). Consumer behavior. Dryden Press.
• Ladhari, R., & Michaud, M. (2015). eWOM effects on visiting intentions: The moderating role of involvement. Journal of Retailing and Consumer Services, 26, 70–77.
• Leonard-Barton, D. (2014). Wellsprings of knowledge: Building and sustaining the sources of innovation. Harvard Business Press.
• Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396.
• Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Learning.
• Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17.