A consumer is more important to the marketer since the marketer takes into account the disliking and liking of the consumer to produce goods and services in that regard. Studying consumer behavior is important in reference to research conducted by Gilligan (2012) on factors that influence purchase decisions made by consumers such as social influences, cultural influences, psychological factors and personal factors.
Furthermore, Pride and Ferrell (2006) noted that these factors are especially vital when applied as marketing strategies. Some of the cultural influences that concerns marketers in marketing are religion, nationalities and lifestyle of the targeted consumers. Psychological considerations include how consumers feel, reason, think and select different alternatives.
Also, Sorger (2011) stated that customer service considerations after marketing products, builds strong relationships between the organization and the consumers and enables companies to gain valuable information that helps in designing future marketing efforts that are more effective. Sorger (2011) further noted that social influences are values and norms that are held by the community that is marketed and they vary by ethnicity, way of life and race. If a marketer has the capability of analyzing these features of their potential customers, then they can tailor their marketing strategies.
The understanding of utilizing information obtained from consumers is the key to a successive organization.