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The attitude of the consumer is key to define the buyer persona

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The attitude of the consumer is key to define the buyer persona

The behavior of a user or consumer is the result of the sum of the multiple attitudes that they have towards a product or service and towards the Thailand Phone Number List actions that the business executes to seduce them. Understanding this behavior is the key to defining a buyer persona adjusted to the characteristics of the market. Without a described behavior, it is impossible to achieve a clear delimitation of the user or consumer archetype targeted.

When a consumer is questioned about his point of view of a product or service, what he expresses are precisely his attitudes and subsequent behaviors towards him. Knowing and quantifying those attitudes that prevail in consumers and preparing for their behaviors therefore has enormous strategic value for companies. Attitudes and behaviors create movements in the markets A good example of the importance of consumer attitudes is currently being felt in the category of food products, in which there is a growth in the consumption of organic products. A trend motivated by the necessary concern of buyers to take care of the planet and promote responsible and sustainable consumption.

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Understanding these attitudes to , and use time to define actions business- helps teams of marketing to define a buyer person adapted to the circumstances and times. This could be the difference in the fight for survival as an organization and in the confrontation of the competitors. This simple example is a simple example of the strategic importance of constantly investigating the attitudes that drive consumer behaviors, in order to design and execute the right actions that lead to the achievement of market objectives. Today, it is an obligation for companies to investigate the attitudes of consumers to define an effective buyer persona, either to anticipate the possible reaction to the launch of new products or to understand the reasons that motivated the rejection of a specific marketing action . Without this information, business leaders will be blind in their strategic planning meetings and daily decision making.

What are consumer attitudes? To begin with, let’s delimit and correctly understand the concept of consumer attitude. In the context of consumer behavior, attitude is simply a learned predisposition that prompts us to behave in a consistently favorable or unfavorable way in relation to a given object. Now, to better internalize this definition, let us clarify two things: (i) when speaking of “object” it must be interpreted broadly enough to include specific concepts related to the consumer or Forex Email List. That is, an object can be a product, a brand, a service, an advertising action, a promotional event or others; (ii) when “learned” is said, it means that attitudes are formed as a result of the individual’s direct experience with the object, the information provided by the social environment and exposure to the media.

Understanding that consumer predisposition towards a brand, product or service presents businesses with opportunities and threats to be able to design assertive strategies, aimed at enhancing the favorable and mitigating the unfavorable. Finally, it is worth emphasizing that an attitude is very different from a behavior. Attitudes — as learned predispositions — have motivational qualities. For their part, behaviors are easily observable actions or decisions. In short, attitude is responsible for pushing or discouraging a consumer towards a particular behavior – which he will repeat until another attitude makes him change – and that behavior is the key to defining a buyer persona.

Are attitudes affected by circumstances? A consumer’s attitudes are relatively consistent with respect to the behavior they reflect. However, despite their consistency, attitudes are not necessarily permanent, since they can change with collective actions, specific situations or individual experiences. In general, there is always a close and intimate correlation between attitude and behavior that follows from it. That is, when a consumer is completely free to act, it is normal for their actions to be consistent with their attitudes. This consistency between attitudes and behavior can only be altered by accessibility or feasibility — I can do it or I have the means to do it at this precise moment — which will always be circumstantial aspects. We warn about this to make visible the great impact that situations have on attitudes and behavior. Because, in the definition, it is not evident that attitudes are affected by situations, but it does happen and it is an important fact when defining a buyer persona.

Attitudes and circumstances serve to define a buyer persona
When we speak of situations we refer to the events or circumstances that at a particular moment influence the attitude-behavior relationship. To better understand this tongue twister, we have a simple example that explains the story: I have a favorable attitude towards Apple, this pushes me to buy an iPhone, but my financial situation prevents me. Attitude motivates behavior, but situation prevents it! This means that a specific situation could cause consumers to adopt inconsistent behavior or contrary to their attitudes. But the situations are not only economic, there are many others, for example: (i) circumstances of place and time : “I like a restaurant for lunch, but I would not think of it for lunch”; (ii) company circumstances : “I really like a product or service, but if the person accompanying me doesn’t like it, I won’t buy it”; (iii) future forecast circumstances : “if I wait a while, I could get a better offer”; among other.

All this shows that behavior itself is a repetitive value judgment in which the consumer evaluates all situations from their attitude. A constant decision loop in which each person quickly chooses if something is good enough to pay for it at that moment – or if the cost-benefit ratio is not correct and I better let it pass. How are consumer attitudes formed? Understanding how consumer attitudes are formed is important in defining a buyer persona. Building an attitude means starting a process of change that goes from having no attitude to having any — yes, that is obvious that borders on the ridiculous and they could say #ThanksFaryd, but it is important to say so so that there are no doubts—.

It is also necessary to emphasize that attitudes arise only when a need appears, because no consumer builds attitudes of objects with which they do not interact. For example: unless you are an aeronautical engineer, you most likely have no attitude towards the companies that supply shock absorbers for airplanes. Having clarified this, let’s review what are the six mechanisms for the construction of attitudes in consumers: Reputation transfer : people generally pass their attitudes from one product to another when they are both from the same brand — take this into account when defining a buyer persona. If Adobe Illustrator is good software , surely Adobe Photoshop is too. That is, people assign attitudes to new products based on those they already have of another product of the same brand or production company.

The consumer experience : users or consumers assign attitudes to a product or service depending on their personal experience. Good experiences will leave good attitudes and bad ones will take you away from the brand in the future.
The recommendation of a third party : people fix or alter their attitudes by comments or recommendations from the close social environment. This is one of the areas that was enhanced by the high penetration of social networks. “If all my friends have a good opinion of a restaurant, then the restaurant is good and I will be eating there soon.” The reference of the environment : users and consumers also establish their attitudes based on the references that the distant social environment or influencers and legitimizers give about a specific product or service. A critical point to define a buyer person. Don’t you think that reference affects your attitudes? So why didn’t you book that cheap room at a low-rated hotel on Booking or AirBNB for your last vacation? References from strangers do affect our attitudes and influence the consumer decisions we make.

Marketing actions : people are highly influenced in the construction of our attitudes by the marketing strategies developed by the company and the competition. No one is immune to the impulse to buy that is generated by a good promotional action.
Mass communication : users and consumers are permanently impacted by the messages issued by the media when they are immersed in the process of learning attitudes towards a particular product or service. The constant exposure to these messages ends up permeating our mental image about the products or services and creates attitudes and behaviors.
All these factors shape the markets and are variables that we must take into account to define a buyer persona. If this is not analyzed in detail, important aspects for the strategic planning of the business and for the definition of marketing actions will be neglected .

How to structure the digital marketing team of your business? Let’s dive into key principles, tools, and roles to find out how to structure your company’s digital marketing team. How are the learned attitudes of consumers changed? Doing so is a difficult task! Yes it is, but with good strategic planning it is possible. The objective of any professional or marketing team is to reinforce the favorable attitudes that users and consumers have about their products or services and alter the unfavorable ones to achieve that the behavior is as expected by the organization. To achieve this, companies have a broad package of alternatives – which, when well mixed and used, can transform the market reality of a brand, product or service. Next, we share some examples of marketing actions that are very useful to change the attitudes learned by people —tactics that you should apply after defining a buyer persona—, in order to later align them with the business objectives: A controlled product test : designing an action that offers the possibility for a potential customer or a person who had a bad experience to re-evaluate the product – controlling all the variables – is a good idea to incorporate new attitudes or correct defective ones. This was Pepsi’s strategy in 1982 to confront Coca-Cola. The Pepsi Challenge was a controlled product test to show people that Pepsi tasted better than Coca-Cola — and it worked in many countries.

A validation of influencers : another interesting marketing action to change attitudes in consumers is to contact referents who have high levels of credibility and influence on the target audiences to support the transmission of a message or the appropriation of a product or service. Influencers are good allies to hone ingrained positive attitudes in the consumer’s mind and to confront negative ones.
Feeding the consumer’s ego : making visible the possibility of satisfying a deep desire of the customer can be a way of approaching the consumer to create positive attitudes —to recognize those deep desires of the user, it is preponderant to define a buyer persona. This advertising strategy was the one used for many years by the Ax deodorant brand: a message that stuck strong in the minds of many men.
An intelligent association of the product with events : being present or participating in high-impact events for the target audience will serve to strengthen the product-consumer relationship. The events have the ability to transfer values ​​to the sponsoring brands and create an interesting coexistence environment between consumers and products. A good event that produces a memorable moment is an indelible mark on people’s minds.

Show the exclusive functionalities : showing the special characteristics of the products or services helps to maximize the communication of the value proposition. Many times, users or consumers do not realize all the possibilities offered by the brand and for this reason they do not give it the value that it deserves. Marketing teams must detect this and focus their promotional batteries on those exclusive functionalities to distinguish themselves from the competition and stand out in the market. Communicate a lifestyle desired by the consumer : showing a perfect coupling of the product or service with the lifestyle that people want to have is a powerful weapon to win their sympathy. By defining a buyer persona, the organization’s marketing team will understand the motivations and desires of potential buyers and will be able to align the promotional message to gain space in the minds of consumers.

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