Tung Nguyen Case #1 – Beyonce Case Study 10/17/2021 MKT 3311 Beyonce Case Study Consumer behavior is predisposed by various aspects such as psychological, cultural, personal, social, marketing campaigns, economic conditions, and personal preferences. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Marketers must understand consumer purchasing behavior for their products to succeed (Ong et al.., 2021). Marketers must understand what motivates consumers to buy a particular product and what prevents them from doing so. Consumer behavior patterns are determined by the type of product a consumer requires, the level of involvement, and brand differences. Consumer behavior dynamics are vital in contemporary societies as most businesses rely on their customers, so they must understand how their customers' behavior changes. Companies and individuals use a variety of marketing tactics to improve the buying experience and foster customer satisfaction, such as creating an environment that encourages customers to buy. Celebrities like Beyoncé occupy an increasingly significant part in contemporary values and consumption patterns, serving as intermediaries of perception, elegance, and communal attitude worldwide. Their endorsement and creative input allow them to bring consideration, reliability, and other imperceptible significance to a brand that no other type of publicity can (Wu et al., .2018). While celebrity influence is most visible among the younger age bracket, it exists across all age groups. Young teenagers venerate the representations of the moment based on how they relate to the various celebrities, whereas adult consumers admire older, more enduring celebrities such as Beyoncé and her outstanding work in the music industry. For numerous people, celebrities in television and film, sportspersons, pop stars, the royal family, sous-chefs, and commercial moguls serve as go-betweens of taste, ethics, and public outlook, influencing purchasing behavior. The meteoric rise of social interacting has also reproduced a slew of self-proclaimed superstars who have made a name for themselves on video-sharing websites, sometimes without any apparent aptitude. Companies take advantage of celebrities and use them to promote almost anything. Famous people can draw consideration to a product so that no other type of publicity can because they are promptly recognizable and fascinate the interest of consumers. According to the Beyoncé case study, her marketing team and the production company that is owned at the premier level and operated by the said artist had decided to make public the all-inclusive album at once and exclusively through the Apple iTunes Store, with no prior promotion a momentous and hypothetically risky departure from how music was customarily released. This further denotes the importance of technology and the need to analyze diverse marketing mechanisms to realize profits in the end. The study of consumer behavior addresses fundamental questions about purchasing, such as what people buy, why they buy, and how. The study of consumer behavior enlightens individuals to the subtle influences that persuade persons to use various products or services in a specific niche. Understanding consumer behavior necessitates the application of consumer behavior theories and verifying their applications (Dhaliwal et al., .2020). Consumer behavior is simply a large subset of the larger field of human behavior and a broad field of marketing that has drawn researchers and marketers for decades. A vast idea on various consumer behavior can aid organizations to recognize market fragments that are furthermost prospective to retort to their invention or provision contributions and advertising communication curriculums. Tung Nguyen Case #1 – Beyonce Case Study 10/17/2021 MKT 3311 According to the Beyoncé case study, apprehending consumer worth is critical to efforts in marketing because it grades in a developed yield in the custom of existing and forthcoming sales, a larger market share, and advanced proceeds. The association can generate exceedingly contented clientele who stay faithful and buy more by providing superior customer value. As a result, the firm's long-run returns will be higher. Product distinction is frequently grounded on an assessment vocation that a company considers essential to the consumer. This position underwrites superficial worth, and if the apparent worth is high, customers will remain loyal to the product. Classifying and choosing actionable value establishment preferences is also essential in consumer behavior analysis. This action can help to increase the lifetime value of a customer. Customer lifetime value is the total value of all purchases made by a customer throughout a lifespan of benefaction. After some deliberation, consumers proceed to the policymaking phase, indicating to make acquisitions centered on balanced intuition. Procedure variables and peripheral inspirations, such as how the consumer envisages after procurement, impact consumers during the decision-making segment. Promoters must offer consumers enough product statistics to entice them to keep the company's products in mind for purchase (Ansari et al., 2019). Marketing informs customers about the products or services that a company provides. Customers learn about the worth of merchandise, how to use them, and other information that may be useful to them through marketing. It increases product cognizance and differentiates various business models. Beyoncé's album launch is considered successful since her self-titled album astonished fans and detractors similarly since there was no public information about it, which is almost unheard of in the music industry. Too often, entertainers and trademarks become accustomed to going with the flow and following the herd. Notwithstanding the high risk of deviating from the norm, the reward can be considerable, as seen in Beyoncé's case. These risks encourage transformation and clinch new ideas; they mark the beginning of a new association, period, and way of intellectual, which is critical for remaining pertinent in a constantly evolving and technologically advancing world. In conclusion, Marketing in the twenty-first century is part art, part science, and both play an essential role in successful marketing. Creative expression creates marketing campaigns that catch the eye and capture the imagination, but theories firmly rooted in consciousness, finances, and anthropological research are behind every marketing strategy. The methodical understandings assist promoters in creating movements that voice the ultimate apprehensions and requirements of their target spectators, significantly increasing the impression of advertising ingredients. According to the Beyoncé case study, the systematic marketing study is centered on critical perceptions about customer behavior or why people buy and act the way they do. Consumer behavior philosophies discourse critical issues such as how consumers buy as personalities contrasted with groups, the purpose of sentiments in procuring pronouncements, post-purchase assertiveness, and the role of purpose convenience. Being thoughtful of these subjects develops the effectiveness and impact of a marketing promotion on patrons. Tung Nguyen Case #1 – Beyonce Case Study 10/17/2021 MKT 3311 References Ong, A. K. S., Cleofas, M. A., Prasetyo, Y. T., Chuenyindee, T., Young, M. N., Diaz, J. F. T., ... & Redi, A. A. N. P. (2021). Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 7(4), 211. Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research. Dhaliwal, A., Singh, D. P., & Paul, J. (2020). The consumer behavior of luxury goods: A review and research agenda. Journal of Strategic Marketing, 1-27. Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10.
