The Role of Consumer Behavior in Marketing
This research paper was carried out to investigate the role of consumer behavior in marketing. Aims of the study are to find the role of consumer behavior in marketing and problems facing the consumer behavior in South Sudan. Researcher used qualitative and quantitative methods for collected data and data was analyzed by statistical package for social science (SPSS). Key findings: the study revealed that the consumer behavior is important in marketing, marketing making customer aware, motivation is the primary drive to purchase decision, cultural factors have strong influence on consumer buyer behavior, marketing plays an important role in economic development, consumer behavior has an important role in improving the standards of living people, respondents agreed that advertisement helps promote new products in the market. In South Sudan there is no consumer behavior protection law. Major recommendations: the researcher has reached to a numbers of important recommendations: government should introduce laws for protection of the consumer’s right, government should increase the income of the workers to improve their living life, the government should stabilize the market prices or reduce taxes rate, and government should provide standard of quality directorate with standard lab for quality. Conclusion: the challenges that are facing consumer behavior in South Sudan includes of factors such as, low supply of goods and services, instability of prices and market fluctuation , low income of the consumer, lack of knowledge to meet the consumers needs and wants, lack of market research, social factors play an essential role in influencing the buying decision of consumers, the most important role of marketers in making a product successful is to meet consumer needs, Information helps in understanding the behavior of the consumers.
Blackwell, R, Miniar P.& Engel, J. (2006)’’Consumer Behavior’’.Mason: Thompson.
Bearden Ingram Laforge, 2015.marketing principles &perspectives Forth Edition published by the Mc Graw Hill Companies.Inc. (P.6)3.
Enis, B.M. (1974) ‘’ Marketing principles: The Management Process’’.
Kumar, P. (2010) ‘’Marketing of Hospitality & Tourism services ‘’Tata McGraw-Hill Education.
Kotler, P. &Keller, K. (2011) ‘’Marketing Management’’ (14th edition).
Gillian Hogg, Keith Gori & Wendy Hisbent, 2015. Publisher: Good fellow.
Solomon, M.(1995)’’ Consumer Behavior’’(3rd edition), New Jersey: Prentice Hall.
Peter Ling introduction to Consumer Behavior, published by Oxford University Press.
Kolter & Keller, 2012. Marketing management. Published by prentice Hall one Lake Street, upper saddle
River, New Jersey (P.5).
Kolter, Gary, John and Feronica, 1999. Principles of Marketing published by prentice Inc .A Simon&Schuster Company (P.9).
Kotler, Gary, John and Feronica, 1999. Principles of Marketing Second European Edition, published by prentice Hall Inc. A Simon & Schuster company Upper Saddle River New Jersey, USA.
https:// www.businessmanagementideas.com articles shared by Radhika.
Micahael R.Solomon, 2013. Consumer behavior, Published by Pearson
Australia prompt pty.ltd.
https:// www.study.com/cademic/ lesson updated by Tara shofield, Steven
https://www.findanyanswer.com/what is- consumer.sukhwiner chayyah-last updated 14th march2020.
https://www.marketbusiness.com/financial glossary/marketing study.
https;//wwwfeedough.com/ marketing strategy. Article by Aashish Pahwa July,
Copyright (c) 2021 IJRDO - Journal of Business Management (ISSN: 2455-6661)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Author(s) and co-author(s) jointly and severally represent and warrant that the Article is original with the author(s) and does not infringe any copyright or violate any other right of any third parties, and that the Article has not been published elsewhere. Author(s) agree to the terms that the IJRDO Journal will have the full right to remove the published article on any misconduct found in the published article.