Consumer Behavior Principles and Marketing Strategies

Posted by admin on Jan 25, 2026 in Marketing | 0 comments

1. Information Search and Consumer Behavior

Consumers gather information before making decisions in three ways:

• Internal Search: Recalling information from memory (past experiences, brands known).
• External Search: Seeking new information (websites, reviews, friends, ads).
• Ongoing Search: Long-term interest-driven search (e.g., always reading tech news).

2. Evoked, Inert, and Inept Sets

These are subsets of brands in the consumer’s mind:

• Evoked Set: Brands the consumer seriously considers.
• Inert Set: Brands

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Psychological Frameworks of Modern Consumer Behaviour

Posted by admin on Jan 16, 2026 in Marketing | 0 comments

🧩 1. Maslow’s Hierarchy of Needs

Introduction

Human motivation lies at the centre of consumer behaviour. Abraham Maslow’s (1943) Hierarchy of Needs remains one of the most influential frameworks for understanding why individuals engage in consumption. Maslow argued that behaviour is goal-directed, driven by a progressive series of needs from basic physiological survival to psychological growth and self-actualisation. In consumer contexts, this hierarchy explains not just what people buy, but

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Marketing Management: Concepts, Consumer Behavior & Strategy

Posted by admin on Jan 13, 2026 in Marketing | 0 comments

Marketing Management

1. Marketing Concept

Marketing concept — is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs.

Market orientation → Customer needs.

2. Porter’s Five Forces

Porter’s Five Forces — theory based on the concept that there are five forces that determine the competitive intensity and attractiveness of a market. Porter’s Five Forces help to identify where power lies in a business situation.

Competition (Supplier

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Marketing Strategy Components: Audits to Control

Posted by admin on Jan 12, 2026 in Marketing | 0 comments

C2: Marketing Audits

Internal Audit

Examine resources and capabilities, current offerings, past results, business relationships, and key issues that affect marketing and performance.

External Audit

Assess PESTLE factors, competitive factors, differentiation (product, service, brand image), cost (unit, transaction, marketing expenses), and marketing advantage (market share, brand awareness, distribution).

C3: Consumer and Business Markets

Market Definitions:

• Potential Market: All customers who may need,

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Strategic Marketing Fundamentals and Business Growth

Posted by admin on Jan 10, 2026 in Marketing | 0 comments

Branding: Concept and Significance

Meaning and Concept

Branding is the process of creating a unique name, symbol, design, or identity for a product or company that distinguishes it from competitors and builds a lasting image in the minds of consumers.

Importance and Significance

• Product Identification: Helps consumers easily identify and differentiate a product from similar offerings in the market.
• Customer Loyalty: Strong brands encourage repeat purchases and develop customer loyalty.
• Premium Pricing:

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Core Marketing Concepts and Tourism Terminology

Posted by admin on Jan 7, 2026 in Marketing | 0 comments

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