It is a constant struggle – a balancing act – trying to determine the reasons behind consumer behaviour and why an individual buys what they buy and building a marketing strategy to match. The truth is, many consumers are not always aware of their reasons for certain purchases. Sure, some purchases are made for logical reasons, price as an example, but other times these actions are unconscious and the result of more base instincts and subconscious cues. Sometimes, what a customer says they want and what they really want can differ dramatically – and therein lies the challenge. Figuring out the behaviour and influencing factors is the key to cracking the code to consumer behaviour.
Ok, so where do you start, and how can you then work on those subconscious cues as well as the conscious ones? The answer lies in our frontal lobe – the part of the brain that deals with making logical decisions and higher mental processes. Emotional response, problem solving, and planning are all managed here. But wait – the subconscious comes from the limbic system – so how do we target both? And when did packaging become about biology?
Emotion is key in the marketing game. When you can create an emotional connection for the customer, their behaviour will be impacted. Take this great WestJet advertisement – think about how it impacted the company’s brand image:
By pulling on the heart strings, a deeper level of connection is made and customers remember that connection.
Another increasingly popular method for explaining consumer behaviour is through neuromarketing, a new field of marketing research that is making waves as far as exploring and understanding why people purchase what they do. Things like eye tracking (to measure eye activity) and facial coding (measuring facial expressions) are just two of the neuromarketing methods being utilized.
Want to know more about the psychology of the supermarket? Check out this great article from Nunwood: http://www.nunwood.com/the-psychology-of-the-supermarket/. In it, the author goes into great detail about what impacts and influences consumer behaviour, looking at everything discussed here and more. It is really worth a look if you are looking for further clarification on any of the above mentioned points.
Mastering consumer behaviour is becoming increasingly difficult, but our knowledge of the psychology of the supermarket has also grown. Harnessing the power of colour psychology or neuromarketing is a great way to keep that competitive edge.
For more about consumer behaviour and how to target with your packaging, please call Packaging Technologies Inc. today at 1-800-303-5883.
