What are the implications of consumer behaviour for marketing strategy?

Marketing strategy is playing an important role in a successful business. But, how to ensure the strategy is using correctly? Indeed, understand the consumer behaviour is the first point for marketer to making the right decision. Marketer need to understand the perception of customer and the culture of their target audience.

Brand image is crucial for a product because it will affect the perception of customer. According to O'Cass and Frost (2002), if the consumer understand about the key brand and match with what they want, it will increase the opportunity of buying. Use other words, if the consumer do not care about the characteristic of brand and brand-image, they will not consume the product. Thus, the marketer should understand more about their customer in order to build a positive brand image and let their customer familiar with their brand. Besides, if the consumers have a positive feelings during the purchasing process, it will reduce the time of making decision. For example, there are a lot of laptop brands with different functions, appearances and prices in the market, and each of it has different target audience. Like Sony, they are target on higher social status consumer who willing to spend more money on it which having positive image to attract customer. Thus, Sony always open it outlet at higher class shopping center and do advertisement on television. It is easy to get the attention from their target audience. A successful business should not only create the positive brand name, but also need to know about the culture of their customers.

Culture is another element to be considered while making decision on marketing strategy. For a globalization business, the national cultures are playing an important rule. Indeed, the consumers in different country have different food