11th Understanding Consumer Behavior and Psychology in Marketing
by Chiqui Escareal-Go
How do consumers really make their buying decisions? Are there ways to anticipate or influence emotional and psychological levers that trigger a response or action?
While access to information (therefore analysis, research and development) has become easier and faster, understanding consumer behavior that will secure marketing and sales targets or for that big insight remain challenging – we may know the what’s and the how much (or even the when’s) in any transaction but not always the why’s which can suddenly shift and catch marketers off-guard.
Beyond the data and digital access that can predict trends and patterns, the 21st-century marketer, therefore, must also try to understand and be ready for the many nuances, irrationalities, inconsistencies, and surprises that can happen in any customer journey.
This course provides frameworks to help marketers understand the classic consumer buying behavior model using a behavioral psychology perspective in marketing.
KEY BENEFITS TO PARTICIPANTS
Participants will:
Find new ways of understanding customers who might not be even aware of their own behaviors or desires
Be able to craft different experiments and different ways of implementing marketing and sales ideas
Develop critical thinking skills while realizing occurrences at both macro and micro levels
Appreciate their own ways of learning, thinking and doing via better self-awareness and empathetic openness to each other’s differences.
KEY BENEFITS TO COMPANIES
The sending company will:
Benefit from the new ways their teams can produce new ideas and ways of executing their marketing and sales plans
Have more customer-centric teams who not just have better understanding but also new ways of communicating to their target customers to achieve desired results
Have a team with higher critical thinking approaches to solving marketing and sales problems
PROGRAM OVERVIEW
This course looks into how consumer beliefs influence choices or decisions using behavioral theories and concepts can be used in formulating marketing, sales and implementation plans, product/service or user design, among others, to provoke customers to make decisions toward desired actions and behaviors - something the marketing tasks of awareness, availability, trial and repeat purchase are already trying to do. This process is done with an awareness of consumer psychological risk-taking and biases and a scientific design for experimentation.
There are over 40 behavioral concepts to be discussed in 3 sessions, to give participants new ways of looking at things and new ideas to try to influence or “nudge” one’s target market to make decisions in a faster or easier way.
KEY TOPICS
Beliefs, Memories, and Perceptions
Choice Environment and Heuristics
The Process of Experimentation
6 Steps to Operationalize BE in your Company
A/B Testing Methods and cases
The ethics behind nudging
Using BE for Change: Influencing for positive action
Airline
Appliance
Automotives
Banks
Detergent
Dining
Education
Finance
FMCG
Food and Beverage
Furniture
Gaming
Healthcare
Hotel
Investment
Mattress
Media
Military
Non-profit
Pet stores
Print
Restaurant
Social Media
Supermarket
Tobacco
Technology
Watches
Schedule
Past Attendees
Methodology
Besides the lectures with case examples and AVPs, there will be class discussions and workshops, for immediate application.
Who Should Attend
This program is ideal for marketers of all levels who need new lenses in crafting ideas to increase sales, to make things happen for the consumer and the brand.
Targeted Competencies
Consumer Behavior
Supply and Demand
Adaptive Planning
Decision-Making
Critical Thinking
Chiqui Escareal-Go
CEO and Chief Behavioral Strategist
Author/Co-author/editor of 9 marketing and entrepreneurship books
Former Chair of the Women’s Business Council Philippines
Finished the Advanced Management Program 2018 (IESE Business School New York and Barcelona)
Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)
Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley
Certified Master Coach (by the Behavioral Coaching Institute) and Certified Appreciative Inquiry Training Facilitator (by Company of Experts USA)
Go Negosyo Enabler Awardee 2014; ASEAN Women Entrepreneurs Network Awardee 2015
Finished M.A. in Anthropology, University of the Philippines
Board Trustee of University of St. La Salle and St. Joseph School La Salle