CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR

1. Seven Steps for Building Effective Prospecting Sequences

   • 1.Build a Targeted List
     • "A targeted list forces sales and marketing to become hyper-focused on crafting meaningful messaging and developing outcome goals for each list and each sequence". (Gravy,2020)
   • 2. Choose Your Channels
     • A multi-channel approach will provide better opportunities for reaching the target market as well as improve the communication among parts.
   • 3. Build Your Cadence
     • The cadence within the prospecting process, refers to the order in which the prospecting touches will be carried on within the sequence and by the selected channels.
   • 4. Plan the Touches per Channel
     • This step makes reference to the selection of the number of touches that will be made in each one of the channels selected. There can be many types of combinations and must be selected accordingly to the strategy made.
   • 5. Plan the Sequence Duration
     • The sequence duration involves the time period in which the prospecting sequence will be carried on, and it will strongly depend on the objectives of the strategy as well as the engagement campaign that will be established.
   • 6. Plan the Pace
     • This step will determine the time of the day, week, month, and all the intervals for the previously prospecting touches of the cadence.
   • 7.Develop Messaging
     • It is the most important and challenging part of the prospecting sequence. In order to have a successful impact, it should be interconnected among the prospect.

2. Decision Making process of the consumer

   • Need Recognition
     • This need relates to the consumer recognition of a current unsatisfied state which may be changed to a possible different state
       • Psychological Needs
       • Functional Needs
   • Information Search
     • After the recognition of the need, the next step is to look for information about the possible options that may work for satisfying that specific need.
       • Internal Search
       • External Search
   • Alternative Evaluation
     • After the need recognition and potential options to overcome it, the consumer must evaluate the alternatives according to their personal needs and preferences.
       • Consumer decision rules
   • Purchase and Consumption
     • After the evaluation of the consumer alternatives, it is ready to take the next step and be ready to purchase
       • Purchase product/Service
   • Post Purchase
     • This step makes reference to the customer feelings and preferences after the purchase decision that they previously made. This may bring to main outcomes, the complete or empty satisfaction of the consumer in relation to the purchase that was made.
       • Customer Loyalty

3. "Consumer behavior is the study of how people are making purchase decisions to satisfy their needs, wants or desires, and how their emotional, mental, and behavioral responses influence the buying decision" (Omniconvert, 2019).

4. Consumer behavior in marketing - patterns, types, segmentation - Omniconvert Blog. (2019). Retrieved 18 August 2021, from https://www.omniconvert.com/blog/consumer-behavior-in-marketing-patterns-types-segmentation/

   • 5.1 Factors That Influence Consumers’ Buying Behavior – Core Principles of Marketing. (2021). Retrieved 18 August 2021, from https://opentext.wsu.edu/marketing/chapter/5-1-factors-that-influence-consumers-buying-behavior/

5. Factors that Influence the Decision Making process

   • Psychological Factors
     • They include the main motives, lifestyle, perception, and attitude of the person, which will influence the decision making process of the person in question.
   • Social Factors
     • These factors may include cultural preferences and beliefs, reference groups that express their point of view, and even the family needs.
   • Situational Factors
     • They involve the ability of the buyer regarding the purchasing and shopping situation, which may vary according to the state of mind of the consumer, financial situation, etc.
   • Marketing Factors
     • The marketing factors include the 4 main part of the mkt. mix, being them product, place, price, and promotion.

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