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 Companies benefit from knowing consumer behavior since it allows them to better understand what customers want and how they make purchasing decisions. Companies can create better products, improve their advertising strategies, and create long-lasting relationships with customers. Companies with strong customer relationships typically get to the top of their specific industries. 


Amazon has a great understanding of what its customers desire. The company makes product recommendations based on information gathered from consumer searches, previous purchases, and browsing patterns. Their personalized shopping experience keeps customers coming back. By providing same-day or next-day delivery through services like Prime, Amazon significantly improves the shopping experience. 


Nike is aware of the passion its customers have for fashion and fitness. The brand focuses on creativity and storytelling to engage its audience. For example, Nike’s campaigns often feature real athletes and their story,  which encourages viewers to push themselves. Customers can also create their own shoes with Nike By You, which is another way that Nike personalized experiences.                                  


Starbucks builds stronger customer relationships by creating a welcoming atmosphere and offering personalized experiences. Customers can earn points for free drinks through the Starbucks Rewards program, and making a mobile order is simple and convenient. In order to launch new flavors and items that suit their tastes, the company also pays attention to what its customers have to say. 


These companies succeed because they pay attention to consumer behavior and adapt to meet customer needs. Understanding what persuades customers helps companies engage with their customers and stand out in a crowded market.




Citations:

Chaffey, D. (2023, February 27). Amazon Marketing Strategy Business Case Study. Smart Insights. https://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/amazon-case-study/ 

Pereira, D. (2024, July 9). Starbucks marketing strategy (2025). Business Model Analyst. https://businessmodelanalyst.com/starbucks-marketing-strategy/?srsltid=AfmBOoofqc6yfEjs3a9CnVJH5eHDRUXMHb0NqcbznT1wQXyo3JJvgJJW 

Radu, V. (2024, December 16). What is consumer behavior: Types & examples: Omniconvert. Omniconvert Ecommerce Growth Blog. https://www.omniconvert.com/blog/consumer-behavior-in-marketing-patterns-types-segmentation/ 

Willigan, G. E., A version of this article appeared in the July–August 1992 issue of Harvard Business Review.GW, & Gw. (2014, August 1). High-performance marketing: An interview with Nike’s Phil Knight. Harvard Business Review. https://hbr.org/1992/07/high-performance-marketing-an-interview-with-nikes-phil-knight 







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