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We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.
[Consumer Behaviour for COVID-19]
Since the reveal of COVID-19, disrupted nearly every routine in day-to-day life. Social and physical distancing policy forced livelihood to given up some of the daily habits. It is making a phenomenon once in a lifetime where people are mandated to find an alternative in order to make things out.
Now, the COVID-19 crisis has caused consumers to change their behaviours rapidly and in large numbers. Identifying consumers’ new beliefs, habits, and “peak moments” is central to driving behavioral change according to behavioural science. There are five actions the company can do to keep up with continuous changes of the consumers.
First of all, Reinforce positive new beliefs. Consumers are fond and delighted by new experiences, even long-held beliefs can change. It can make consumers more willing to repeat the behavior, even when the trigger is no longer present. Second, Shape emerging habits with new offerings. Companies can attract consumers toward new habits through product innovation. Third, Sustain new habits, using contextual cues. A contextual cue can be a particular task, time of day, or object placement.
Then, Align messages to consumer mindsets. Consumers see messages and actions that are performative and that seek to commercialize social issues. Last but not least, Analyze consumer beliefs and behaviors at a granular level. Companies must also conduct primary consumer-insights work, with a focus on identifying the behaviours and beliefs of consumer to keep track for the dynamic changes.
The pandemic has made a major changes in livelihood. Some of it may continue to outlast. Despite of that, it is mandatory for companies to always observe consumers to best positioned to thrive in the next normal.
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