How to Plan Promotions Based on Consumer Behavior

Today's market has entered a highly developed stage of marketing and promotion planning. The previous "production era" and "product era" no longer exist, and the "selling era" has also lost its vitality. With the continuous improvement of social rule of law, an era of marketing and promotion planning centered on customer interests has arrived: "Whoever owns customers and gains their trust owns the market."

First, consumers only care about products that interest them. In response, companies should conduct systematic market research to identify customers' interest points, or propose key points to emphasize and repeatedly promote in brand communication strategies to attract customers' attention.

Second, among needed products, consumers pay more attention to those that can best satisfy their core interests or meet more of their other interests (product mix). Therefore, companies should propose ideal product combinations in terms of usage, appearance, packaging, and other aspects, based on customer interests and benefits, to align with and guide customers' purchasing decisions.

Third, for small items, consumers generally prefer to buy nearby; for large items, they choose places they consider most reliable, such as department stores, specialty stores, or direct orders from manufacturers (channel mix). Companies should adjust or strengthen existing channel combinations based on market research on product and channel characteristics, to meet customers' purchasing habits and psychology, and maximize benefits for both consumers and the company.

Fourth, price is always a topic of greatest concern to most consumers. A reasonable price will further stimulate consumers to make purchases (pricing). Companies need to consider factors affecting price, such as target consumers' demand for the product, market supply, and competitors' pricing strategies, obtained through market research, combined with their own costs and market experience.