📘 1. Understanding Consumer Behaviour
a. Buyer Decision Process
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Problem Recognition
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Information Search
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Evaluation of Alternatives
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Purchase Decision
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Post-Purchase Behavior
Example:
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A customer wants a new phone → researches models online → compares Samsung vs iPhone → buys iPhone → posts a review based on satisfaction.
b. Types of Buying Behaviour
| Buying Behavior | Description | Example |
|---|---|---|
| Complex | High involvement, big difference | Buying a car |
| Variety-seeking | Low involvement, big difference | Trying new snacks |
| Dissonance-reducing | High involvement, few differences | Buying home insurance |
| Habitual | Low involvement, few differences | Buying the same toothpaste |
c. Factors Influencing Consumer Behaviour
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Cultural: Traditions, values
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Social: Family, reference groups
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Personal: Age, lifestyle, income
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Psychological: Motivation, perception, beliefs
Example:
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A teenager buys trendy clothes due to peer influence and lifestyle.
📗 2. Marketing Strategies
a. The 4Ps of Marketing (Marketing Mix)
| P | Description | Example |
|---|---|---|
| Product | Goods or services offered | A fitness app with meal planning features |
| Price | How much the customer pays | Premium pricing for luxury watches |
| Place | Distribution and availability | Selling online and in physical stores |
| Promotion | Advertising, sales, PR | Instagram ads and influencer campaigns |
b. STP Model: Segmentation, Targeting, Positioning
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Segmentation: Dividing the market (e.g., by age, geography)
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Targeting: Selecting one or more segments
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Positioning: Defining the product’s place in the market
Example:
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Nike segments by sport (runners, footballers), targets runners, and positions itself as performance-driven.
c. Branding and Differentiation
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Branding builds identity and loyalty.
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Differentiation gives unique value.
Example:
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Apple differentiates through design and ecosystem integration.
d. Customer Relationship Management (CRM)
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Strategy for managing interactions with current and future customers.
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Uses data to personalise experiences.
Example:
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Amazon recommends products based on browsing and past purchases.
📙 3. Digital Marketing
a. Key Channels
| Channel | Description | Example |
|---|---|---|
| SEO (Search Engine Optimisation) | Improve organic ranking on Google | Blog posts with targeted keywords |
| SEM (Search Engine Marketing) | Paid ads (PPC) | Google Ads appear at the top of the results |
| Email Marketing | Direct emails to prospects/customers | Newsletters with discounts |
| Social Media Marketing | Promoting via social platforms | Facebook and TikTok brand pages |
| Content Marketing | Valuable content to attract customers | YouTube tutorials, blog articles |
| Affiliate Marketing | Partners promote your products | Bloggers earn commission on sales |
b. Metrics to Track Performance
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Click-Through Rate (CTR)
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Conversion Rate
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Bounce Rate
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Return on Ad Spend (ROAS)
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Customer Acquisition Cost (CAC)
Example:
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An e-commerce site runs a Facebook ad:
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10,000 impressions → 500 clicks (CTR = 5%)
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50 sales = 10% conversion rate
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c. Influencer & Viral Marketing
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Use of popular personalities or viral content to drive brand awareness.
Example:
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A skincare brand partners with a beauty YouTuber to reach young women.
🧠Summary Table
| Area | Key Concept | Example |
|---|---|---|
| Consumer Behavior | Buying process, influences | Comparing phones before purchase |
| Marketing Strategy | 4Ps, STP, branding | Nike targets athletes, uses brand positioning |
| Digital Marketing | SEO, social media, email, metrics | E-commerce site runs Google & IG ads |
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