Why consumer behaviour and an understanding of such processes is useful from the perspective of the marketer. Introduction, marketers in today's business environment are presented with the particular challenge of circumventing conflicted messaging, over-saturation of marketing initiatives, and consumer hesitation and guarded behaviour in order to achieve their objectives of enhancing long term brand loyalty and encouraging product purchases. As the internet age continues to challenge marketers to consider more diverse relationship formats in the online environment, behavioural analysis has quickly become an effective means of programme development and modulation. The role between consumer behaviour and marketing is based on adaptation, a concept that is oftentimes difficult to implement within a diverse, competitive environment as firms attempt to strategically manage resources and reduce corporate excess.
From channel preferences (i.e. Television, magazine, etc.) to message content, the consumer response to various initiatives should be predictable, a function of extensive market research and behavioural analysis (2009:510). Marketing communications, as a strategic, value-added enterprise for modern organisations has shifted in its purpose, embracing the demonstration and modelling of product value within the context of consumer preferences, as opposed. Anton et al. (2007:515) argue that as consumer access to information, feedback, and peer reviews has increased, consumers have increasingly become intolerant to inconsistency and mediocrity, the result of exposure to choice.
Consumer satisfaction, for example, was found to have a direct impact on trust and brand loyalty in addition to the perceived value of a given product, potentially influencing future purchasing decisions or commitments (Taylor and Strutton, 2010:954).
While there are various environmental stimuli which may influence consumer behaviour, the most significant affectation comes from psychological influences associated with marketing communication and personal interpretation of brand and product value.