What is Consumer Behaviour and Experiential Marketing?

What is Consumer behaviour and Experiential marketing?

Consumer behaviour is when marketers take into account how the public consumes their products, either as individuals are in the groups of the market segments. The organisations can research the consumers which can therefore help them to improve and expand their marketing strategies. This can also highlight the issues and drawbacks that the consumers are experiencing when purchasing a product or a service. Different buyers and clients will be influenced by the companies in different ways, as this can be determined by their culture, religion and family life. Consumer behaviour is sometimes referred to as a ‘process’ as there are several stages in the consumption of a product or service. The three stages of purchase are; Prepurchase issues, Purchase issues and Postpurchase issues, and these stages are displayed from the different perspectives of the consumer and the marketers.

Experiential marketing is the way that the company advertises a particular product or service that heavily emphasises the experience that the consumer with have with this brand. Organisations will most likely select a positive experience for the brand unless the experience is better portrayed as negative or scary. The traditional way to market and advertise a brand is usually through radio, television, newspapers or even verbally. However recently, the main way to advertise is through social media as most consumers have more than one device to connect to the internet.

Thank you for taking the time to read my blog, hope you found it interesting.

Naomi Pearson