Many companies are shifting focus from creating a sale to creating a lifetime customer.

What is a consumer?
The term consumer generally refers to the "end-user" of a company's product or service, that is, the person who pays for and "consumes" that product or service. In a not-for profit context, a consumer may be a "client" of a public organization, benefiting from the services that organization has been created and funded to offer. In a political context, a consumer may be a "voter."

Consumers are a critical stakeholder group vital to an organization's success. Organizations that embrace consumers, as true stakeholders in their success will benefit from the long-term asset value those consumers represent. If organizations are to survive and thrive in the market conditions under which they must operate, the consumer and his or her wants and needs must become central to the way the organization perceives itself. A need to understand consumer motivations fully and richly is essential in designing an effective public relations program. Influencing, persuading and motivating this large and diverse audience can be a challenge. You will need to understand what are the wants and needs of the consumer and after you recognize them, you can develop an effective and persuasive program that is likely to succeed.

How to understand consumer motivations to predict behavior?

Research, research, research!

Emerging trends need to be monitored.

Seek for unique effective ways to communicate with consumers different from your competitors approach.

Evaluate the needs and wants of the consumer.

Attempt to fulfill their needs at all times.

Respond to change and monitor emerging trends.

Consumer needs are not static in nature so continous research is necessary.

Host special events and activities to directly involve consumers.

Copywright 2001, Sheila E. Fridman, Gainesville, Fla.
This site was last updated Wednesday, April 19, 2001.
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