• Purpose :
Understanding consumer behavior is the most important thing to do for a success-seeking company. A company that is successful in creating a top brand and become a market leader is one that is sharp and genius in analyzing the consumer behavior. No strategy can be effective without first having a customer insight: thoroughly understanding consumer attitude and behavior. This understanding then must be followed by marketers’ ability to predict consumer behavior in the future.
• Course Outline :
Consumer Behavior Model : Consumer behavior consists of several phases; from information gathering, evaluating the brand to purchase, making the purchase, consuming and behavior after consumption. All of these are influenced by the consumers as individuals and also by external factors. External Factors ( Culture, Demography, Social Group, etc ) : External factors such as culture, customs. demography, family and social group influence consumer behavior. Another factor is the marketing strategy of a company in a particular industry. Internal Factors ( Perception, Emotion, Motivation, Personality, etc ) : As individuals, the consumers have diverse perceptions, motivations, emotions and personalities. Marketers need to understand the internal factors that influence consumer attitude and behavior. Research for Consumer Insight : Market research is the best way to identify consumer attitude and behavior. This session will discuss effective research on consumer insight. This is fundamental for companies when formulating company strategy. Predicting Consumer Behavior : One critical task for marketers is to predict future consumer behavior. The ability to foresee the consumers’ future will drive the company to be innovative and creates effective marketing strategies. Educating Consumer Behavior : Basically, it is possible to educate consumers. This session will give various examples of companies that have been successful in educating consumers through their marketing strategies. Formulating “The Best Consumer Marketing Strategy” : Multiple fundamental marketing strategies such as positioning and communication strategies will be discussed in this session. The general strategy must be consistent with the consumer behavior trend in the future.
• Participants :
Director, Manager from the Divisions of Product, Brand, Promotion, Business Development of Companies in Industries Like Consumer Product, Food/Beverages, Pharmaceuticals, Automotive, Electronics and Services Like Banking, Insurance, Telecommunication, Airline, Hospitality.
• Duration :
2 days @ 7 hours
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