## Customer Behaviour — Conceptual Domains

### Overview

Consumer behaviour is shaped by multiple interacting factors. Strategic managers must understand why and how customers make purchasing decisions to design effective marketing strategies.

### Four Conceptual Domains of Consumer Behaviour

Domain	What It Covers	Strategic Implication
1. External Influences	Social norms, culture, peer groups, media, influencers, online communities	Use online platforms, tech forums, influencer partnerships to create awareness and social proof
2. Internal Influences	Personal motivation, attitude, perception, learning, values	Appeal to intrinsic desires (innovation, status, convenience, environmental values)
3. Decision Making	How consumers evaluate alternatives, gather information, and choose	Provide detailed specifications, comparisons, trial opportunities, and transparent pricing
4. Post-Decision Processes	Satisfaction, loyalty, cognitive dissonance, word-of-mouth, returns	Deliver excellent after-sales support; encourage reviews; build communities

### Framework for Marketing Strategy Using Consumer Behaviour

1. Identify who the target consumer is (demographics, psychographics, values)

2. Understand what drives their purchase (which domains are most influential)

3. Design the purchase journey to reduce friction at the decision stage

4. Build loyalty and advocacy at the post-decision stage

### Exam Tip

When asked to 'develop a marketing strategy using customer behaviour,' structure your answer using all four domains and link each to a specific tactical action relevant to the scenario.

Worked example

### Example 1

Q19 — Tech Company Smartphone Launch (Marketing Strategy Using Customer Behaviour):

Scenario: A tech company is launching a new smartphone targeting tech-savvy consumers who value innovation. Develop a marketing strategy using customer behaviour concepts.

Answer:

1. External Influences: Utilise online platforms and tech forums (Reddit, YouTube, Twitter/X) to generate buzz. Partner with tech influencers and bloggers to review the product and create awareness among tech-savvy consumers who trust peer opinions over advertising.

2. Internal Influences: Appeal to the desire for innovation and advanced features. Highlight unique selling points — cutting-edge technology, superior performance, and distinctive design — that resonate with tech-savvy consumers' self-image as early adopters.

3. Decision Making: Recognise that tech-savvy consumers are early adopters who prioritise functionality and performance over price. Provide detailed technical specifications and direct comparisons with competing smartphones to facilitate informed, confident purchase decisions.

4. Post-Decision Processes: Offer excellent customer service and technical support to address post-purchase concerns. Encourage customers to write reviews and share experiences — building credibility and community trust among the tech-savvy demographic.

5. By aligning the marketing strategy with the behaviour patterns of tech-savvy consumers across all four domains, the company can effectively attract and retain this demographic.

⚠️ Common exam mistakes

Writing only about external influences (social media, advertising) and ignoring internal influences (attitude, motivation, personal values) — both are essential for a complete answer.
Not linking each domain to a concrete, specific action — theory without application does not score full marks in scenario questions.
Ignoring the post-decision phase entirely — examiners look for complete lifecycle thinking that goes beyond awareness and purchase.
Using generic marketing language instead of the domain-specific terminology (External, Internal, Decision Making, Post-Decision Processes) — use the framework vocabulary to signal conceptual clarity.

Reference:

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Customer Behaviour — Domains and Marketing Strategy

Worked example

⚠️ Common exam mistakes