Last week, we looked at a brief introduction to the Theory of Planned Behavior and how we can apply its principles to the development of marketing strategies. The theory identifies three variables that directly influence a consumer’s intention to act: Attitude, Subjective Norms, and Perceived Behavioral Concern. We can use these three variables to inform marketing strategy by identifying strengths and weaknesses.
Marketing Research Studies
To do that, we can use qualitative research methods, like surveys and questionnaires, to identify where certain consumer segments stand regarding the three variables. By identifying which of the three variables exerts the most influence upon the consumer’s intention, we can design marketing communications that reinforce the variable and make the consumer more likely to act in the desired manner.
Analyzing the Data
We can utilize regression analyses to manipulate the research data and determine which of the variables exerts the most influence on the segment’s Intention Score. Here are some examples of how the outcomes of this analysis can inform marketing strategy development:
- Attitude: The most straightforward variable, when we identify Attitude as the most influential variable for a given segment, we can design marketing communications that reinforce the product’s key features and message. Beyond this, we can also use this information to develop further research studies to determine the variables behind the Attitude score.
- Subjective Norms: Communication strategies focused on Subjective Norms can feature key influencers or fictional lookalike characters that mirror the target segment and demonstrate the product’s credibility and acceptance within that segment.
- Perceived Behavioral Control: This variable can often be tied to the Place facet of the Four Ps of Marketing. We can improve distribution or product placement as the core of a strategy and then reinforce that by creating marketing communications that demonstrate the accessibility of the product.
Ultimately, combining sound psychological theory with solid marketing research allows us to make informed and effective decisions when it comes to marketing strategy development. This is just one of the many ways we can apply the study of Consumer Behavior to create strategies that more deeply resonate with our target audiences.