Consumer Behaviour Mini Guided Essay

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3Consumer behavior


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Nowadays, we market with and among consumers. With the rising levels of technology, consumers are now more interconnected to each other than ever before. Before the beginning of the 21st century, this was not the case; entrepreneurs mostly did market their products and services to the consumer. This scenario can be compared to the game of pinball (Henning-Thurau et al. 2010). In the past, the marketing strategy can be referred as to bowling. The entrepreneur used only one tool (the ball) to sell and advertise his product or service to the customers (the pins). Today, marketing is done through a variety of platforms the most common being the social media (the balls) to reach the customers (the various targets aimed by the machine bumper). In this platform, the consumers are very interactive same as the different goals designed by the bumper device. They have more power in the pinball area to exchange their experiences concerning different entrepreneurs consequently affecting the marketing strategy. This change that came with the social media is quite evident: there are an increased participation and high levels of connections (Henning-Thurau et al. 2010).

According to David (2014), our marketing strategies today have changed since many people are spending most of their time on phones, tablets, and computers. There is one on one interactions between consumers which help people share narratives concerning various brands which affects the potential customer’s wishes. A clear indication that we are now marketing our products with and among the customers. Walker (2011) explains that technology has a significant impact on the people’s perceptions. The way people are engaging in brand marketing is entirely changed. It has changed how the consumers conceptualize the services and goods offered in the market. Once some information has been shared in the social media, the entrepreneur has no capacity to change that information in regardless of whether it is affecting them positively or negatively. This is one thing that has enabled the consumers to have a great impact on the marketing strategy.

Most strategies which generate some value for the customers have significantly affected the spread by the social media and the pinball effect. These critical marketing assets affected include the relationships of the consumers, branding, and selling. This pinball metaphor has consequences the main one being the loss of the marketing control by the entrepreneurs which still shows that we do not market to consumers but a market with and among them. This is more in the field of material branding in which entrepreneurs are trying to organize the constant reactions from the consumers in the social media, but they are unable. This is the same way as to the game of pinball which is chaotic and very interactive. The same manner in which the pinball machine requires constant monitoring of the activities taking place, surveillance of the client’s multimedia activities deserves the same attention (Henning-Thurau et al. 2010). This shows the significant role played by consumers in today’s marketing. However, the content shared in the social media needs moderation. It requires the balancing between stimulating the customer engagement and the effect of the same having a positive implication to the company (David, 2014)

Today, the use of technology to the people has become the new trend. People are using technology to discuss the products and services in the market. This is different from what used to happen in the past. It requires the stakeholders of the firms to learn these new trends. It is necessary for us to move from bowling to pinball; from marketing to consumers and adopting marketing with and among consumers (Walker 2011).


David. B, (2014). How technology is changing marketing. Web link:

Hennig-Thurau, T., Hofacker, C.F. and Blocking, B., 2013. Marketing the pinball way: understanding how social media change the generation of value for consumers and companies. Journal of Interactive Marketing, 27(4), pp.237-241.

Walker. S, (2011). The impact of technology on marketing. Web link: