Consumer Behaviour Essay Example | Topics and Well Written Essays - 2750 words

Consumer Behaviour - Essay Example This in turn allows the organisations to formulate the marketing plan and strategies accordingly. Owing to increasing globalization and changes in the overall world, customers have now become more aware (Leslie, 1995). This in turn has increased the importance of customers in the process of formulating different strategies. It has become essential for the organisations to understand the attitudes and behaviour of the consumers, in order to ensure that the respective products have high acceptance and demand. Marketing plans and strategies are used by the organisations in order to increase the visibility and demand of the product. If these marketing strategies are integrated with the consumer behaviour and attitudes, the impact of these strategies can be improved (Varadarajan & Menon, 1988). In this report an attempt has been made to understand the influence of these consumer behaviour models and theories on the marketing strategies of the organisations. Different marketing activities of Coca Cola have been used to explain the use of these models and theories in order to influence the process of decision making and consumer choice. For this purpose, it is first important to understand the relationship of marketing strategy and consumer behaviour. Once, understanding of this relationship will be developed it will become easier to comprehend the impact of different consumer behaviour models and theories on the marketing activities of the organisation (Vermeulen & Seegers, 2009). Most of the large organisations are aware of the importance of the understanding of consumer behaviour. Understanding the attitudes and behaviour of consumer enables the organisations to ensure the long term profits and growths associated with the products being offered (Gardner, 1985). First step in the process of formulating effective and efficient marketing strategy in order to survive in competitive industry is understanding and anticipating the consumer behaviour (Hawkins &