11th Understanding Consumer Behavior and Psychology in Marketing

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.