How to Plan Promotions Based on Consumer Behavior

Today's market has entered a highly developed stage of 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 promotion planning centered on customer interests has arrived: "Whoever owns the customer and gains their trust owns the market." How should promotions be planned?

First, consumers only care about products that interest them. In response, companies should conduct systematic market research to identify customer interests, or highlight and repeatedly emphasize key points in their brand promotion strategy to attract customers' attention.

Second, among needed products, consumers pay more attention to those that best satisfy their core interests or provide additional benefits (product mix). To this end, 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 purchasing behavior.

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 their existing channel mix based on market research on product and channel characteristics, to meet customer purchasing habits and psychology, and maximize benefits for both consumers and the company.

Fourth, price is always a top concern for most consumers; a reasonable price will further stimulate purchasing behavior (pricing). Companies should combine market research on target consumers' demand, market supply, competitors' pricing strategies, and other price-influencing factors, with their own costs and market experience.