Consumer Behavior
Amazon Christmas Advert 2019 is the “best ad seen on TV so far” Say Fans.
The online retail giants were greatly praised by the consumers following their adverts on TV in the 2019 festive season. This was during the ad break on Coronation Street. The advert featured a whole host of participants of Solomon Burke’s. The singing and the advancing was a classic track as deemed by many. The most amazing part of the advert that greatly influenced the participants is “Everyone Needs Someone to Love”. People are moved to give gifts in the previous festive season and delivering them to their loved ones inside the Amazon boxes. The advert was the most praised. It was entertaining. The parcels on the other hand animated mouths that have a sing log to the lyrics. The advert was about 22- 90 second in length.
The application of Consumer Behavior Theory in the Advert
Consumer behavior theory is one of the communication strategies in product promotion. One of the important aspect to understand about this strategy is that it is psychologically based. The buying decision of the buyer is influenced by the nature of the advert portrayed to the consumer. One of the approaches that Amazon ensured in the advert is impacting a positive feeling of their brand in the festive season. This explains why the consumer could pick the brands of Amazon and forgo the others. The services offered by the Company were necessitated by the fact that the company concentrated on the customer. In marketing customer is everything thus focusing on the customer facilitates consumer buying decision.
The other critical strategy that Amazon focused on consumer behavior theory is seasonal sales promotion. The festive season is the best time for the marketer to use this strategy. Usually, Amazon ensures that it has announced holidays and festive periods. Christmas and the New Year holidays are the main targets of Amazon. The company also indicated that it has provided money off coupons. This loyal customer of Amazon was allowed to use exclusive money off coupons for each of their favourite brands. Thus customers were encouraged to purchase a gift for the person they love.
Other strategies are employed by Amazon in ensuring that consumer behavior is enhanced. There are those factors that greatly influence customer behavior. Factors such as price, packaging, product design distribution and positioning are important to convince the customer to buy your products. Amazon gives the customer a reason why they should always go for their brands. In the festive seasons, the adverts made by Amazon considers both genders, age, level of income as well as education. The young population is the central target and thus the sales made by the Company are always superb. The real problem of the customer is the one in the market today. This is the most critical problem that Amazon focuses to satisfy the customer needs. The promotion strategy may also take different forms such as the creation of blogs, the use of short videos on YouTube and other advertisement displays. Any company that yearns for success should ensure it delivers what the buyer wants.
Summary of the key findings
Generally, consumer behavior is concerned with the individual consumers, organization or any other group that may buy, use and even dispose of products and ideas aimed at the satisfaction of their needs and wants. Ideally, the customer assumes that the marketer understands consumer behavior. Understanding consumer needs and wants facilitates the satisfaction of the customer. The customer is the most critical party in marketing since he is entitled to making the final decision. The consumer may ultimately decide to buy or forgo a certain product. The marketer thus plays the role of influencing the consumer to consume his products. One of the strategies that Amazon has played for many years is ensuring that the information is availed to the consumer regarding any new brand in the market. Ideally, to influence the consumer behavior which determines the purchasing behavior of a buyer, the marketer should be more concerned with the issues such as packaging, positioning, methods of distribution, pricing of the product, the design of the product as well as the method of promotion. Careful consideration of these aspects will lead to successful marketing.
References
https://www.thesun.co.uk/money/10284128/amazon-christmas-advert-2019/
Solomon, M. R., White, K., Dahl, D. W., Zaichkowsky, J. L., & Polegato, R. (2017). Consumer behavior: Buying, having and being. Boston, MA: Pearson.
De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising. SAGE Publications Limited.
Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behavior: Building a marketing strategy. McGraw-Hill Education.