Consumers are constantly being bombarded with marketing information and promotional messages. These messages could be about new product launches, special product promotions, and low-price offers. These appear everywhere from television advertisements to web site banners. Consumers do not retain much of this marketing information. However, when a promotional message is targeted to a specific group of consumers, it can prove very effective indeed. This is because the marketing message has been developed to appeal specifically to people in target group of consumers. Further more the marketing message will have been transmitted using promotional methods that these consumers have access to e.g. the Internet, T.V., etc.
Before developing a marketing access, a company should first determine the likely influence on a potential consumer.
The behaviour of consumer is dependent on a number of factors, which may be economic or non-economic factors and are dependent upon economic factors such as income, price, psychology, sociology, culture, and climate. Therefore the study is dependent upon all these sciences and consumer behaviour scientists study it through research and they believe that behaviour can be influenced which has been proved by actual sales promotion of a large number of products. However there is dispute whether customer should be influenced or not and what methods should be applied to influence him. In certain cases wrong statements are made that may influence the buying behaviour. For instance, producers of certain face creams advertise that with usage of their creams, complexion will become fair but actually it does not happen. There are ads for removing baldness by using certain oils or creams, but this does not happen actually.
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