A Study of Marketing Communication Effect on the Consumers

 A Study of Marketing Communication Effect on the Consumers


Abstract

It's a global trend right now to examine marketing communications in relation to consumer behavior because the relationship between them is interactive. Consumer behavior is influenced, shaped, and altered by marketing communication. Changes in consumer behavior force companies to adapt their marketing communication by implementing new forms and tools in order to gain the trust of customers and influence purchase decisions. Marketing communication, as a tool for influencing consumer behavior, is used to build long-term customer relationships. Select target groups are examined in this paper to determine the impact of marketing communication on consumer preferences and purchasing decisions.

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Introduction

In marketing, the consumer and their behavior represent one of the most dynamic areas, and strategic marketing decision-making relies heavily on this information. To better understand customers' needs, map out their capabilities and trends, and then develop marketing strategies, consumer behavior research is necessary. There are many factors that can be controlled and their interactions are complex (compare Faiang, 2012; Suzanek, Kralova, 2018). Accordingly, it is questionable how certain product categories change across segments, which brands consumers grow older with, and what their marketing communication approach is in light of this phenomenon

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Conclusion

According to the study's findings, which were limited to a few data points for this paper, marketing communications have a significant impact on consumer behavior. While marketing communication forms and tools have evolved over the past few years, the key attributes of consumer preference in retail have remained virtually unchanged. Both studies found that price discount and origin or composition of the goods were preferred over all other factors. The Internet and social networks have a significant impact on the consumer behavior of millennials (Generations Y and Z) (Lampropoulos, Siakas, Anastasia is, 2019)

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