Consumer behavior analysis is an important element in relationship marketing that focuses on examining the role of the customer across various aspects. This element basically emphasizes on effective reaching out of customers and potential markets. Consumer behavior analysis is regarded as a data-centered marketing technique that is used to directly reach out to individuals with customer data assessment that help in improving an organization's business profits. Consequently, one of the major ways of enhancing an organization's bottom line is through knowing how to effectively perform customer behavior analysis. As the marketing manager of a company that is seeking to launch a new product line of personal care goods in the U.S. market, consumer behavior analysis will play a crucial role in the marketing process. The proposed target market for the company will be males between 18 and 35 years and price points will incorporate lower to mid-level income ranges.
Advertising Message:
As previously mentioned, the organization seeks to introduce a new line of personal care products in the United States market. The company will mainly target males between 18 and 35 years and price points across lower to mid-level income ranges. The distribution of the new line of personal care products is planned to be carried out in drug stores, grocery stores, and stores like Wal-Mart and Target. Notably, the primary retailer that will carry the complete product line of the organization's complete product line will be drug stores.
One of the major steps in conducting a consumer behavior analysis to help in making marketing decisions is developing a type of message appeal to be used in advertising. The development of this type of advertising message requires an analysis of the most commonly used appeals for similar products in the current market. According to Gayatri (2008), advertising practitioners use different kinds of emotional appeals to gain the attention of the target audience including sex, humor, music, guilt, and fear appeals (p.1). The most suitable type of message appeal to be used in the advertising of the new line of personal care products fear appeal, which usually demonstrates the dangers associated with failure to use certain products and/or service.
Fear appeal seems to be the most suitable for these kinds of products because it will create consumer perception that encourages the target audience to purchase these products. While the best suited medium for the use of fear appeal is not clearly defined, it will be a suitable type because it generates an appropriate consumers' perception towards the message communicated in the adverts and the product or service being advertised. This type of appeal would also be appropriate by focusing on clear demonstration of the need for these personal care products among the target market.
Cultures Likely to be attracted to the Product:
In the marketing process of the new line of personal care products in the U.S. market, different cultures are likely to be attracted to the products. The product will appeal to varying cultures because of the respective issues that every culture undergoes and its probable benefits to customers from the specific culture. In the past few years, the male personal care products market in the United States has grown tremendously because of changing perception towards these products. Actually, the growth in this industry is attributed to the consideration of such products and treatments as perfectly acceptable.
The different cultures that the new line of male personal products will appeal to in the United States markets include Asian-American, Latino, African-American, and Hispanic cultures. The main reason for the appeal of these products to the different cultures is mainly attributed to the ever-changing customers' perceptions regarding the use and benefits of these items. Men from different cultures in the United States are increasingly approving personal care products because they are embracing better grooming as an essential part of everyday life.
While the product will appeal to different cultures in the U.S. market, the organization will enhance its bottom line and profits by targeting three major cultures. One of the three best cultural choices would be Latino men who not only constitute a sizeable portion of the target market but are also increasingly likely to enjoy using the products. Latino men consider these products as essential items that help in maintaining good appearance in the workplace. They would be an ideal choice because of their size and spending, which make them a perfect marketing target. The other best cultural choices would be Asian-American and Hispanic men who are more likely to purchase the products because of its potential health benefits such as preventing sunburns.
Microcultures and Additional Demographics:
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