There has never been a better time to get insight into the present trends of customer behaviour. In January, our business, as well as many other advertising agencies and organisations, released its annual marketing trends survey. Since then, the world has undergone a major transformation. The latest outbreak has forced countries throughout the globe to shut their doors. Because of this, clients have found themselves in an entirely different situation.
The coronavirus outbreak has left an indelible impact on the brains of people who were infected, yet social limitations are progressively being removed. All aspects of people’s lives, including their ideas, sentiments, and shopping habits, will change significantly in the near future. Since this, what are the most typical consumer behaviours throughout the globe?” Forrester Research has collated the following eight current consumer behaviour trends to assist you in planning your marketing strategy for the remainder of 2020 and beyond.
They’re mainly concerned with their own well-being.
Customers are more worried about their health than they were in the past, which is unusual. People are most worried about their health right now, according to Accenture. Of those asked, 80 per cent of respondents said their primary worry was for the health of their friends and family, while 78 per cent said the same for their own health.
After months of increased handwashing, using protective masks, and remaining inside, everyone will be worried about cleanliness. Customer surveys by Shekel indicated that 87% of American consumers prefer shopping at firms that provide touchless self-service checkout.
However, the long-term hazards of Covid-19 must be considered as well. Many individuals are now considering their own death as a result of the global pandemic, according to Forbes. In an effort to better understand how people can maintain a healthy lifestyle in old age, researchers are doing extensive research.
According to a recent survey of consumers, health-conscious living is becoming more popular in today’s market. It seems that many Americans want to become more self-sufficient and less dependent on government or healthcare institutions, according to Foresight Factory research. As a result, their behaviour will change and they will adopt steps such as self-imposed isolation and abstinence from harmful behaviours. According to a McKinsey & Company Covid-19 survey, 34 per cent of Chinese respondents plan to eat better as a result of the economic hardship. They are desperately in need of assistance in caring for their ageing parents at this time.
Suppliers in the market
Another environmental factor that affects customer problem resolution is the availability of freely available market alternatives. As the number of product and brand choices grows, so does the difficulty in making a selection. It’s easier to purchase anything if you follow a basic decision-making process.
The Galaxy is Samsung’s newest smartphone.
When it comes to smartphones, is it surprising that there are so many options? Samsung Galaxy S4, Apple iPhone 5, Sony Xperia Z3, LG G3, HTC One, and Nokia are just a few examples of the many smartphones on the market today All manufacturers have different screen sizes, memory capacity, CPU speeds, and camera quality. What are your most important factors while making a decision? Does the decision to acquire a smartphone have to be complicated, or is it a simple one? If you have a demand that can only be addressed by one product or one outlet in the market, you may either purchase the thing or let it go unfulfilled.
The importance of demography cannot be overstated when it comes to marketing to clients. Using demographic data, take into account aspects such as gender and socioeconomic status, as well as education level. Each of these attributes has a significant impact on purchasing choices and overall happiness.
Traditionally, marketers have focused on generational differences, such as how to effectively engage Baby Boomers, Generation Xers, and Millennials among others. Many of the disparities between these two groups may be traced back to their different ages and needs at any one time. Health-care items including prescription drugs, as well as insurance, housing, and financial security, are geared at the Baby Boomer generation, which is nearing retirement.
These are all things to bear in mind as we become older. There may be a generational difference in how and where information is accessed when it comes to making purchases. According to the same research, Millennial women (born 1981–1997) exceeded Generation X parents (born 1965–1980) who “followed” 13.7 businesses on the internet.  When age is a big factor in market segmentation, it may be vital to recognise these differences in order to build the most effective marketing mix for your target demographic.