managing consumer behaviour – tip 19

The power of OTHERS There are three factors that impact on decision making as it related to purchase behaviour: Prior knowledge Marketing information Information from other sources Nothing surprising here. What might surprise some, however the fact is, that over recent years the relative importance of these three factors has changed significantly. The importance of prior […]

The power of OTHERS There are three factors that impact on decision making as it related to purchase behaviour: Prior knowledge Marketing information Information from other sources Nothing surprising here. What might surprise some, however the fact is, that over recent years the relative importance of these three factors has changed significantly. The importance of prior knowledge has diminished a little while the importance of marketing information has diminished substantially and the influence of other sources or more specifically – OTHER PEOPLE – has increased markedly. The influence of loyalty (as an element of prior knowledge) and branding (as an element of marketing) are both declining, along with a range of other factors that make up prior knowledge and marketing information. Research has shown that information provided by other people through blogs, forums and other online and offline avenues are more important than either prior knowledge or marketing information. What is…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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