VOlUME 05 ISSUE 07 JULY 2022
1Stavros Kalogiannidis, 2Stamatis Kontsas,3Erini Eleni Nikolaou PhD,4Olympia Papaevangelou M.Ed
1Adjunct Lecturer, University of Western Macedonia, Greece, Department of Business Administration
2Assistant Professor, Department of Business Administration, University of Western Macedonia, Greece
3PhD Candidate,Department of Business Administration, University of Western Macedonia, Greece
4Secondary & Postsecondary Educator, Ministry of Education, Kozani , Greece
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ABSTRACT
The main purpose of the present study is to highlight as well as analyze the use of different documentation in the specialty literature and also the influence that communication and marketing have on changing consumer behavior. The objective of the study is to analyze the implications of marketing and communication on consumer behavior and attitudes and how they influence the business market. Consumer expectations are always considered one of the most crucial factors because of the difference they make in the decision-making process before and after purchase. This always helps to determine customer satisfaction post-purchase. The information provided to the customers about each product or service has to be very well explained and cause excitement so that the customers want to buy it. Recently, marketers have understood the implication of the phrase "exceeding the expectations" in the business world, as it is one of the most important factors when it comes to satisfying consumers. A brief description of the study method is included in the literature survey to assimilate the data collection methodologies for better understanding. The main purpose of the present paper is to provide an illustration of the role of marketing as well as communication with segmented consumers. The impacts could have been much more effective if the marketers were able to categorize the customer segments from narrow to wide generalizations. Also, the relevance of effective marketing strategies and communication modes must be acknowledged and well implemented by millions of marketing experts worldwide. The strategic implementation of these measures could play a significant role for the organizations when it comes to meeting their customers’ expectations in the best way possible. In the long term, this could result in businesses generating substantial market revenues.
KEYWORDS:Communication, Marketing, Customer segmentation, Customer behavior, Customer satisfaction, Market and communicaion
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