How consumer behaviour principles can be applied to membership Essay

How consumer behaviour principles can be applied to membership retention of the Girlguiding Organisation - Essay Example Consumer behaviour is applied for searching goods, purchasing, evaluation, and disposing of products and services; which can satisfy the consumers. It also focuses on individual decision taking abilities to spend their valuable resources (time, money and effort). Sometimes, the peculiar characteristics of consumer behaviour is reinforced or punished. It can reinforce benefits obtained from products and services, or by social approval. It is also simultaneously punished because consumers have to surrender generalized conditions, reinforce entities such as money and rights, and spend time and effort in the purchasing process (Alhadeff, 1982). It also includes concepts of ‘they buy’, ‘why they buy’, ‘when they buy’, ‘where they buy’, ‘how often they buy’, ‘how they use’ and it evaluates the impact on future purchases and how they dispose it. Marketing criticism is applicable to the entire discipline of marketing, which is used for evaluation. It identifies shortages and surpluses, and understands the critical dimensions - focus, process and purpose (Seth, 1982). Today, the consumer’s needs and wants are the primary focus, and this consumer oriented marketing philosophy is known as the marketing concept. Non-profit social organizations use three forms of communication - management communication, marketing communication and organisational communication. Corporate communication encompasses marketing communication, organization communication and management communication. As per the reference to marketing function in the development sector (NPOs), social marketing seeks to influence social behaviour not to benefit the marketer but to benefit the target audience and the general society. In the context of social marketing, it is stated that a strong image building programme increases the visibility of NPOs. The World Association of Girl Guide and Girl Scouts (WAGGS) is one of the largest women’s organizations