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Discussion

The consumer buying behaviour refers to those actions taken by all the customers before buying a product or services. The process of consumer buying behaviour includes the consulting search engines and engaging the social media posts with variety of actions. In this report, the main aim of the paper depicts the application of a consumer buying behaviour theory in marketing and develop a concrete consumer related insight. As a senior marketer, the paper evolves the importance of the identifying the key issue and accelerates the current targets of the firm with a segmentation to the variables of the external environment of the firm. The chosen firm for evaluating the customer buyer behaviour and its key insight is Amazon, US. The firm itself focuses upon the element of buyer behaviour and it tends to focus on the target decision-making by initializing a key market theory. Apart from that, a proposed recommendation is implemented that helps in analysing the position of the company in the globe. Lastly, a conclusion is presented that enables the key take away readers to have a concrete view on the theoretical insight.

In this consecutive section of the paper, Amazon situated in the US is selected to make an analysis of the wellness of the firm in a global perspective. The Amazon Health and Wellness regional business area aims to event injuries of employees. The system tends to provide all employees with mental, physical, healthy eating support, and exercises. According to Garcia (2021), Amazon have a wellness program and it helps the employees to have a focus on the physical and mental well-being. The service-oriented business intends to focus on the wellness measurements that intends to showcase the new program of employee focus. The research on the business profile clearly claims the mindfulness exercises and self-service kiosks. Thus, Rodrigue (2018) stated that employees can enjoy the short video that features the easy to low service activities. As a senior marketer, the development of initializing the geographical dependency and it can be recommended that to increase the overall consumer buying behaviour and its advocacy in the long run. Further, it can be recommended that by intending the alternative therapies in creating the AmaZen for mindfulness practice through the WorkingWell.

According to the research, the senior marketer of Amazon, US, Ravi Desai is responsible for advocating the service-oriented wellness practices tends to create a professional network. The senior marketer is responsible for analysing the activities of AmaZen and its current availability of the service-kiosks. Therefore, Sandeep (2019) has stated that brainstorming with the fellow Amazon employees, helps in greater extension of the program. The hope of the senior marketer is to continue in expanding as well as growing the program for confidential offer that benefits both the employees and the organization. Apart from that, the profile of Ravi Desai is a director and mass brand marketer across the globe. The person is a new-age entrepreneur that evolves a personal taste who wishes to have conquered experiences with an evolved personal taste. According to Gershon (2018), the American executive of the firm enhanced to create a mobile app for analysing the wellness offerings in the Amazon buildings.

Profile of a Senior Marketer

According to the current consumer segment of the firm, Amazon targets the upper-class consumers with the home computers or smart devices in between the age 18-44. Therefore, Milne (2020) has stated that following segmentation variables are addressed and the main segmentation of demographic consumer segment is classified. With further reference, Amazon is quite extensive and being a huge company, a leading retailer tends to target the customer segment in the regional business area. Additionally, Mason (2020) has observed that 60% of the customers prefers online mode rather than offline mode. The convenience of fast and competitive delivery of the services-oriented for the target customers. Further, the firm appreciates and the main motive of the firm is to base on the collaborative filtering. Accordingly, Amazon gathers the data through the site regarding the requirements of the perceived needs of the target customers. Therefore, the effect of the firm on the target customers refers to the overall impact that is created by the online mode of analysis.

Furthermore, accelerating the profile of the consumer segment, the value proposition of the firm claims that low pricing, fast-delivery and the fast wide selection of the products. Therefore, the company serves the consumer target segment with vast reflection and its biggest selection in the end. It tends to create a value for the target customers and it offers a broad array of products by selecting it accordingly. On the other hand, the wellness of Amazon tends to meet the insights of the target customers. The future of the wellness market states to have an approx. ($1.5 trillion). According to Singh (2021), the consumers view the wellness and through a broader lens, encompassing the mental and physical health of all employees are equally necessary. According to the consumer insights, the latest research showcased those consumers deeply care regarding the wellness and around 80% of the consumers prefer that wellness is important.

The Amazon insights are defined as a market research program and it enables the brands to effectively launch, develop, and sell the products. Therefore, West (2019) has proposed the one identified consumer related insight and it projects that the scope of wellness industry intends to reach US$1.2 million by 2027. From the consumer perspective, one identified insight states that the views of wellness need to be constantly evolving, and a rise in the purchasing power presents the tremendous opportunities for the firm. Thus, the consumer marketing challenges faced by Amazon during the consumer behaviour is AI/ Machine learning and the use of computers to mimic the cognitive functions of the human brain. Therefore, Amlani  (2019) has stated that Amazon and its service-oriented Wellness rebounds after the stagnation and declining during the covid 19 period. Whereas, the wellness market attempts to increase at a crowd and creating the strategic need of the company.

On the other hand, the opportunities that the firm has executed while stating that marketing optimization is considered as a key concept and with a success of Amazon strategy, an improvement of the advertising campaigns has helped in better advocacy of Wellness. The consumers have defined Wellness as a constant evolving understanding of the market and the best component states the better health as the most traditionary category associated with wellness. Apart from that, Rynarzewska (2019) proclaimed that the target consumers take in the health and in their own hands, thus seeing a rise in the target, the target consumer segment obtains the seamless fitness. Therefore, it is considered to be quite important for the consumers because it is quite important for several other countries. The relative responses and the target consumer segment in the US state the emphasizing fitness and the interested mindfulness.

Profile of the Selected Consumer Segment

Concerning the discussion in the above, the one element of buying behaviour in relation to the target consumer segment states to be the consumer preferences. The consumer preference and its impact on the target market’s decision making in relation to the profiled business is considered to be the vital sequence. Thus, Farah (2020) has stated that consumer preferences or consumer attitude regarding the service-orientation in the US details the obtained information with specific experiences. According to the company, the consumers’ needs to be satisfied and while making decision regarding the wellness program for the target customers has to be commercial. Apart from that, the consumer personality plays an important role in advocating the influence of the buying decision. The personality is a set of traits and the characteristics of the target customer in relation to the business has to be varied accordingly.

For instance, Amazon is taking under the consideration of the leading and empowering of the improved safety of the target consumers. The work to rule the company in order to manifest the proactive wellness of the behaviour stretches the muscle recovery and mindfulness exercises are quite exercised in the US. Thus, Ramadan (2019) has stated that the service-oriented Work Well is the new program and it helped the company and its employees to focus on the mental and physical well-being. It centralizes those thousands of safety inspection is detected. Accordingly, it is centralized that working well is developed in some of the global workplace and uses the scientifical proven physical and mental activities. Therefore, through the entire discussion, the consumer preferences and consumer personality play a huge role in accelerating the importance of the decision making in the new advocacy of the products. It helps to highlight the needful changes and implementation of the new program for the target customers in operating the employee management. A great part of Amazon’s vision is analysed and it is considered to be one of the safest places for the employees or for the target audience.

In this section of discussion, as a senior marketer, it is necessary to advocate the entire research and it can be recommended that by implementing the pricing strategy, the service-oriented acceleration can be based upon the pricing strategy for the target consumers. As a matter of fact, the pricing strategy is dynamic and it states that by implementing the premium strategy, the service-orientation can be well nourished and focused. Apart from that, by implementing the theoretical concept of Engel Kollat Blackwell Model and it states that the natural evolution of the model expresses that how a consumer makes the decision on purchasing or implementing a service. Therefore, while analysing the discussion, Liu (2019) has stated that premium pricing strategy can be authorative and can have the influence of purchasing decision making.

Further, the theory of buyer behaviour and its implementation for better production and access of Amazon in the US combines the current circumstances. It reflects the decision making and the recognition of need centralizes the evaluating alternatives of the mindfulness program. In reference to the context, Yasa (2020) has opined that promotional strategy can be implemented for making a better and vast acknowledgement of the product in the globe. It centralizes the fact that with effective social media promotional strategy, the setting of the price can be higher than the similar products. This is such a strategy that is also termed as skim pricing with an attempt to incorporate the basic meet up of demands without any forecasting nature. Thus, in this sequence, it can be stated that premium pricing strategy has the effective analysis towards meeting the company produced offering and an exacting the pricing strategy exclaims the competitiveness and its association with the consumer segments.

Consumer Related Insight

Therefore, throughout the discussion, the business report has provided with the proper insights and for meeting the purpose, an unrevealed marketing action is created that builds the sustainable competitive advantage. It can be recommended that to reach the end reach of the target segments, promotion through innovation and creativity with the social media platform incorporates the entire unveiling of the newly launched program for the better efficiency of the firm in the end. Apart from that, it has stated that recommending or rather proposing the impact of marketing mix to the world market enhances the justified the entire concept of wellness. It centralizes on the survey and it arises from the consumer interest and makes a concrete purchasing power opportunities through consumer spending rebounds. Thus, it can have efficiency in increasing the better implementation of the consumer growth with the mental and health preferences. It tends to have the choice of service-oriented association with a substantial tendency to increase the prioritization of wellness in the end.

Conclusion

From the above discussion, it can be concluded that the global wellness market tends to make a change of $1.5 trillion and with an annual growth of a rise in both the consumer interest, a purchasing power stagnant and declines the wellness of the market with the measured access in the end. Apart from that, the profile segmentation of the company, Amazon clearly focuses upon the business areas in the regional associated areas. It tends to create a positive as well as a negative area for implementing the geographical dependency. It refers to the profiling of the target audience and it states the upper middle-class consumers. The service-oriented apparel states that the new launched WorkingWell is for the employees meeting the injuries in the workplace, The implication of the current’s status of the demographic segmentation of the target audience refers to the perceived needs and selects the target segment. On the other hand, developing of a key consumer related insight tends to forecast the marketing challenges and opportunities. It tends to forecast the design of one element of buying behaviour of the target market decision making and it states to be quite based on consumer preferences and attitudes. Lastly, a recommendation is provided that centralizes the importance of the marketing mix for effective analysis of the paper in the long run. It focuses upon the pricing strategy that is quite premium and in concern, promotional strategy is also suggested for effective widespread in the potential growth of the newly launched program for all employees.

References 

Farah, M. F., & Ramadan, Z. B. (2020). Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness. Journal of Retailing and Consumer Services, 53, 101973.

Garcia, V. (2021). Examining the Impact of Selling on Amazon on the Revenue growth of MSEs in the US. International Journal of Contemporary Financial Issues, 1(1), 28-38.

Gershon, I. (2018). Employing the CEO of Me, Inc.: US corporate hiring in a neoliberal age. American Ethnologist, 45(2), 173-185.

Liu, J., Zhai, X., & Chen, L. (2019). Optimal pricing strategy under trade-in program in the presence of strategic consumers. Omega, 84, 1-17.

Manchaiah, V., Amlani, A. M., Bricker, C. M., Whitfield, C. T., & Ratinaud, P. (2019). Benefits and shortcomings of direct-to-consumer hearing devices: Analysis of large secondary data generated from Amazon customer reviews. Journal of Speech, Language, and Hearing Research, 62(5), 1506-1516.

Mason, A., Narcum, J., & Mason, K. (2020). Changes in consumer decision-making resulting from the COVID-19 pandemic. Journal of Customer Behaviour, 19(4), 299-321.

Milne, G. R., Villarroel Ordenes, F., & Kaplan, B. (2020). Mindful consumption: Three consumer segment views. Australasian marketing journal, 28(1), 3-10.

Ramadan, Z. B., Farah, M. F., & Kassab, D. (2019). Amazon's approach to consumers’ usage of the Dash button and its effect on purchase decision involvement in the US market. Journal of Retailing and Consumer Services, 47, 133-139.

Rodrigue, J. P. (2020). The distribution network of Amazon and the footprint of freight digitalization. Journal of transport geography, 88, 102825.

Rynarzewska, A. I. (2019). It’s not fake, it’s biased: insights into morality of incentivized reviewers. Journal of Consumer Marketing.

Sandeep, V., & Pohutezhini, B. (2019). The e-commerce revolution of amazon. com. Splint International Journal of Professionals, 6(4), 33-39.

Singh, A., & Pathak, G. S. (2021). Revisiting marketing strategy in emerging markets: a study of Amazon. com Inc. International Journal of Economics and Business Research, 22(2-3), 113-126.

West, E. (2019). Amazon: Surveillance as a service. Surveillance & Society, 17(1/2), 27-33.

Yasa, N., Giantari, I. G. A. K., Setini, M., & Rahmayanti, P. J. M. S. L. (2020). The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10(12), 2845-2848.

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My Assignment Help. Application Of Consumer Buying Behaviour Theory In Marketing: The Essay On Amazon. [Internet]. My Assignment Help. 2022 [cited 18 July 2024]. Available from: https://myassignmenthelp.com/free-samples/mkf5911-theory-and-process-of-buyer-behaviour/social-media-posts-file-A1E7AA2.html.

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