IMC: Consumer Behavior
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IMC: Consumer Behavior
Consumer behavior ties together issues of communication, identity, social status, decision-making, and mental and physical health.
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First Person: How the Use of Color in Marketing Influences Consumer Behavior

First Person: How the Use of Color in Marketing Influences Consumer Behavior | IMC: Consumer Behavior |
In today's competitive environment, cultural diversity plays a significant role.
Jieyi Situ's insight:

It's a very interesting article. Color actually relates to the culture in some degree. Different cultural groups have their own perspective of colors. For marketing, the color of a product is quite important because it gives the consumers the primary impression, so that they will raise an emotion and a thought of this product subconsciously. As a result, companies should study different cultures and make an effort to attract more customers by using different colors.

Benny Yang's comment, April 5, 2013 3:51 AM
This interesting article is talk about the color marketing which is on the basic to understand and analyze consumer psychology, make the product with high emotional, to achieve reunification of the "people - color - goods", to convey the ideas of the goods to their customers, improve marketing efficiency, and reduce marketing costs. For example, like product itself, product packaging and shopping bag.
Liwei Zhou's comment, April 5, 2013 6:46 AM
that is the most interesting topic I've read tonight. It makes believe that the issues among marketing study are really complicated. not only color has impact on consumer behaviour, but languege, body languege, weather, temporature and many things as well.
Zhaowei Lu's comment, April 8, 2013 12:43 AM
Yes, the article is very interesting. I am in total agreement with the color of a product. As above said that the color would give the first impression to customers, it makes customer want or not.It is very important business can understand customer's psychology, make the product with high emotion.
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Consumer Behavior Survey Finds Personalized Service Options Win Over Brand Loyalty

Consumer Behavior Survey Finds Personalized Service Options Win Over Brand Loyalty | IMC: Consumer Behavior |

by Amy Gesenhues


Findings from a recent survey conducted by Harris Interactive and inContact, a provider of cloud contact center software, prove companies cannot rely on brand loyalty when it comes to keeping existing customers or winning new ones.


The survey, conducted online February 11 through February 13, 2013 using a nationwide sample of 2,191 U.S. adults aged 18 years and older, examined changing consumer behavior trends and customer service preferences. Survey findings confirmed that consumers are less likely to make buying decisions based on brand loyalty, and more likely to choose a company that offers personalized customer experience options.

The survey’s key findings include:

56 percent of respondents indicated that they would be, at least, somewhat likely to switch brands based on customer service options.Women are nearly ten percent less likely than men to feel loyalty toward a brand.86 percent of U.S. adults expect brands to offer multiple options and flexible timing to interact with customer service.68 percent of respondents indicated that companies without other options than a 1-800 number seem outdated.25 percent of U.S. adults do not feel loyalty toward any type of brand.

When asked which types of communication methods are most important, 96 percent of respondents felt it was important for companies to have email communication. A 1-800 number option was a very close second with 95 percent of respondents indicating that it was important for companies to have live reps available for customers to contact them by phone.


84 percent of the respondents aged 18 to 34 said that it was important for a company to have apps for mobile devices. 77 percent of all respondents claimed online chat was an important option, and 67 percent felt that consumers should have the ability to contact companies via SMS/text messaging. 54 percent of the respondents wanted to be able to communicate with a company using social networking sites.


From the survey results, it is obvious marketers must continue to modify their methods of communication, offering multiple options based on consumer preferences. According to Paul Jarman, CEO of inContact, “The smartest companies are quickly adapting to changing consumer behaviors and needs, extending customer service beyond just phone and email to mobile apps, text messaging, chat and social media.”



Jieyi Situ's insight:

This article is very easy to read and understand. Totally agree with the points that this article stated. As a consumer, I don't really care about what brand it is when I am considering to buy a good or not. The more important thing is the communication with that company and the company's atitude to the customers. As a result, a company need to know what consumers' need and what they really want, and do some survey on how consumers would like to contact with the company because consumer service is of great importance.

Charlotte Johnson's curator insight, April 8, 2013 3:50 AM

This article states that brands cannot rely on customer loyalty in this new technological environment. Instead they need to focus on customer service to attract and retain customers. i feel that providing good customer service and keeping up with technology creates brand loyalty. i don’t feel that communication methods are replacing brand loyalty but are instead just another way to support and maintain it. As for the statistic that woman are 10% less likely to feel loyalty toward a brand. i think that this statistic mainly relates to the fact that woman are the ones who do the shopping and are the ones who are more responsible for finding products that their family enjoys. 

PHAM THU NGA's comment, April 8, 2013 5:13 AM
"The smartest companies are quickly adapting to changing consumer behaviors and needs, extending customer service beyond just phone and email to mobile apps, text messaging, chat and social media.” I totally agree with that. Even though, the way of marketing the products have been significantly changed throughout the years ,customer service remains as the priority. The business should use various medium channels as the ways of reaching and engaging their consumers. Communicate with their consumers as much as possible and satisfy their needs.
Jess Tracey's comment, April 8, 2013 8:30 PM
I think you bring up some very interesting points Charlotte. I agree with you that communication with customers and brand loyalty are two very integrated concepts and companies should not be focusing on one or the other. Having strong communication and good customer service will help build brand loyalty.
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How Emotions Generate $$$

How Emotions Generate $$$ | IMC: Consumer Behavior |
Who are you loyal to in your life? Your answer is probably family and friends. There is an emotional bond that has been built up between you. This bond is hard to break.

Via Francisco Teixeira
Jieyi Situ's insight:

It's great that this article provides a lot of facts and survey results to prove the points. It is very essential for a company to see the value of buiding good relationship with its customers. So they need to realize customers' emotion.

Gavin Lionheart's comment, April 6, 2013 8:19 PM
I came across a similar article where it talks about loyalty and emotion by consumers. I agree that us as consumers we trusten our advice from close relatives and friends, therefore if they are loyal to specific brands we are likely to follow based on good judgement. Emotion does drive consumers to purchasing items and can differ towards their wants and needs.
Zhaowei Lu's comment, April 8, 2013 12:57 AM
Yes , the survey shows a fact. It is very important for a business to built a good relationship with different group's customers. For example, I had my own experience in buying a phonecard. When I had purchased a phonecard, It did not work properly, so I went back to customer service center, but one of the worker said to me that if has nothing to do with us, it must be some thing wrong with your signal of your phone, and she went back to her work. The above example is my personal experience, although it was a small thing, but because of the worker did not keep good relationship with me, I never come back there again.
Lance Holland's comment, April 8, 2013 5:09 AM
Emotions are very important to branding. While they do not define everything about branding, they are an essential cog to the wheel which generates brand equity and gets consumers to purchase brand products and services. Generating positive emotions and strong attachments is difficult, but is extremely rewarding when a firm like Apple or Sony gets it right