Due to the pandemic, all aspects of everyday life have changed. As a result, consumers have new problems and habits that influence how they purchase products and services. Many changes in consumers’ behavior will remain post-pandemic. Thereby companies are adjusting to the unique demands of the market. For example, the pandemic makes people feel anxious and fearful about their health and the health of others. Therefore, some consumers may experience panic-buying of medications and hygiene products, while some remain calm and cold-minded.
Moreover, consumers are now more conscious about what they buy and where. They aim to limit food waste, support local shops, and make sustainable choices. Consumers also value more social connections and interactions than ever before. However, many people struggle to interact with their family members constantly. As such, entertainment products and services are the most needed by consumers.
Many companies implemented a crisis marketing strategy, such as providing free services, giving hand sanitizers as a gift, and other measures. For example, Amazon Prime offered free video content for kids, while Headspace, a meditation app, provided a free subscription through the end of 2020. In addition, companies support people in their experience with staying at home and encourage them to be positive as much as it is possible. For instance, Adidas’s Hometeam social media campaign illustrated sports celebrities at home. They do sports, cook healthy meals and interact with people at home, making customers connect to their idols and feel less lonely. It is seen that companies are adapting to the new demands of consumers through various marketing strategies and innovative ideas.
I agree with the statement that “We are feeling machines that think.” People have an incredible spectrum of emotions that influence their decision-making process. For example, some people purchase products by carefully reasoning their needs rather than randomly buying things that were not planned. However, such people are less than those who give up on the thrill of purchasing some “cool” stuff. Marketers understand that most consumers are led by emotions more than reason. Therefore, the marketers try to pick up consumers emotionally by implementing different marketing strategies.
As we discussed earlier in the class, the power of food has a significant impact on the way we buy food items. For example, companies offering fast food, restaurants, and cafes try to make their food look delicious through their ads to attract more clients. The cute packing of a product also plays a vital role in making people purchase it. For instance, children’s products and services, such as toys, video content, and food, are colorful, fun, and smell good. This is done by carefully analyzing what children like and how they choose products.
In addition, companies use social topics for their campaigns to build brands and encourage customers to support them. Ecological issues, such as waste management, water pollution, and plastic recycling, are the most popular issues applied by companies to attract clients and make partners. They gain points by showing the world that a company is concerned about environmentally and socially valuable things. Emotions drive people, thereby manipulating their feelings, and knowing how exactly they will behave under specific actions are critical for companies. There are millions of dollars invested in learning how to make customers purchase products and services and control their behavior.