Introduction
Modern marketing solutions developed by experts in sales and public relations provide not only analytical studies of the market but also active interaction with potential consumers. Strategies for growing customer interest are based on different approaches, and the principles of advertising campaigns that may be observed today are associated with different evaluation factors. Such influences are maintained as price, place, product, and some other ones. I also have experience of exposure to one of these forms of consumer attraction, and when analyzing my purchase, I can note that the seller’s marketing techniques were quite effective.
As the key criterion of influence, this work will consider product impact that is one of the most strong forms of attracting consumer interest to the goods of a certain category. As a justification and confirmation of the proposed ideas, academic resources will be applied. The paper is aimed at describing the reasons for the purchase that I have made under the influence of specific marketing moves and other effects on the target audience through promotional strategies.
Description of the Product Purchased
Product influences are the worldwide technique used by marketers and software developers. According to Frederiks, Stenner, and Hobman (2015), the behavior of buyers largely depends on the environment in which they interact with one another and can exchange experiences and feedbacks. In the modern digital sphere, innovations are the natural component of progress, and constant updates in the mobile digital market confirm this theory.
I have also succumbed to the persuasive advertising of one of the sellers of portable computer devices. Since smartwatches today are quite a popular product, I have purchased a fitness bracelet with various functions and options. This product allows its owner to monitor a number of his or her indicators, including heart rate, the number of steps, the duration and quality of sleep, and other vital parameters. Despite the fact that such a bracelet may be of value from a practical point of view, I realize that the reason that has pushed me to buy it is controversial. I did not have an urgent need to track various indicators of activity and was probably affected by marketing product influences.
Today, when the digital market offers the unique equipment of different brands, almost every consumer wants to be the owner of quality and high-performance gadgets. Moreover, the popularity of some models of smartphones, smartwatches, laptops, and other devices is due to the trend for updating associated with the need to comply with modern cultural interests. My purchase of a fitness bracelet was nothing more than a desire to receive the same device as many of my peers.
It is a competent marketing policy that is the result of the fact that I decided to give money for this gadget, which is announced in different media as an extremely useful tool. Therefore, product influences occupy an important place in modern business, and I have managed to assess this theory.
Marketing Influences on the Target Audience
One of the driving forces of the modern economy is advertising, which can have a significant impact not only on individual buyers but also on different categories of the population. Through various techniques, marketers promote certain products, seeking to generate public interest and attract potential customers. Although this principle is not illegal, its consequences may be negative.
Jackson, Janssen, and Gabrielli (2018) give an example of youth addiction to substance use and argue that media representations are responsible for an excessively high percentage of adolescents using alcohol, nicotine, and narcotic substances. The promotion of these products may be observed in films, video games, and other content that is aimed at a young audience. This, in turn, is reflected in the population health indicators, and an excessive addiction to harmful habits among young people inevitably leads to deterioration in general statistics.
The image of characters who use prohibited and harmful substances freely is promoted to increase sales of a particular brand of tobacco, beer, and other products of this profile. Marketers receive significant dividends due to consumer interest; nevertheless, from an ethical point of view, this approach has many negative consequences.
Another way of influencing target groups is by applying appropriate strategies based on gender behavioral signs. As Pascual-Miguel, Agudo-Peregrina, and Chaparro-Peláez (2015) note, in modern online purchasing, there are certain psycho-types of buyers, and marketers use this fact successfully. For instant, discounts, and promotions on products for women, as a rule, imply the principle of a funded system when the share of discounts increases as more and more goods are purchased. This approach allows sellers to distribute their goods fast enough, and the target customer base receives a sense of significant benefits. Marketing effects on the male population can also be observed.
Advertising standard products, as a rule, are accompanied by strong and clear images promoting the idea of unconditional benefits from the purchase. All these principles are productive since, according to Pascual-Miguel et al. (2015), “annual online sales data show little difference between men’s and women’s online purchasing” and make up 51.9% and 48.1% respectively (p. 1550). Therefore, the impact on different target groups through unique techniques is utilized by the developers of advertising content, and various methods are used to attract as many customers as possible.
Product Influences in National Culture
Marketing influences are a unique phenomenon for each individual market, and the specific preferences of the population depend on the state of the national service sector. Petersen, Kushwaha, and Kumar (2015) remark that consumer financial opportunities are in clear correlation with the cultural development of a particular country. Product influences may affect the sale of different products; however, when drawing up marketing strategies, the national characteristics of the consumer market are usually taken into account.
It means that in countries with a low level of economic development, it will be inappropriate to distribute expensive computer equipment, elite car models, and other elements of luxury. At the same time, such products may be sold off successfully in those regions where many people can afford such purchases. The national identity of individual countries largely determines the nature of marketers’ tactical steps, and this factor is to be taken into account when studying product influences.
Conclusion
Product influences are a significant factor affecting consumer preferences and advertising used by developers to achieve maximum growth in the sales of specific goods. Based on personal experience, I can note that modern trends play an essential role in shaping demand and are the tool for creating special market offers. The impact of product influences can be negative as evidenced by the example of adolescent addiction to substance use. National culture and certain levels of economic development are also those features that determine market sales strategies.
References
Frederiks, E. R., Stenner, K., & Hobman, E. V. (2015). Household energy use: Applying behavioral economics to understand consumer decision-making and behaviour. Renewable and Sustainable Energy Reviews, 41, 1385-1394. Web.
Jackson, K. M., Janssen, T., & Gabrielli, J. (2018). Media/marketing influences on adolescent and young adult substance abuse. Current Addiction Reports, 5(2), 146-157. Web.
Pascual-Miguel, F. J., Agudo-Peregrina, Á. F., & Chaparro-Peláez, J. (2015). Influences of gender and product type on online purchasing. Journal of Business Research, 68(7), 1550-1556. Web.
Petersen, J. A., Kushwaha, T., & Kumar, V. (2015). Marketing communication strategies and consumer financial decision making: The role of national culture. Journal of Marketing, 79(1), 44-63. Web.