Marketing is Essentially Multidimensional and Consumer Behavior Matters

Marketing is Essentially Multidimensional and Consumer Behavior Matters

By Janpha Thadphoothon

First of all, let me introduce you to the notion of marketing as a living, breathing, multidimensional practice. I am sure you would agree with me that marketing is no longer about simply selling products or services. Fundamentally, it is all about creating, communicating, and delivering value to consumers in ways that satisfy their needs and wants while also achieving organizational goals. Some might say it’s about advertising or branding, but in my opinion, those are merely parts of a much larger, intricate system.

As we know, consumer behavior sits at the heart of this system. What people buy, why they buy, when they buy, and how they buy—all of these behaviors matter immensely. The news has it that today's consumers are more informed, more connected, and more demanding than ever before. What's more interesting is that with the advent of digital technologies, these behaviors are constantly evolving. I like the idea of seeing marketing not as a static discipline but as an ever-changing conversation between businesses and consumers.

Some argue for a product-centric approach to marketing, focusing on features, specifications, and prices. Others argue against it, favoring a consumer-centric model that seeks to understand deeper psychological and cultural motives. I guess it is fair to say that both schools of thought have their merits. Nevertheless, it is my long-held belief that unless we understand the multidimensionality of marketing, we risk oversimplifying its essence.

Let’s be a bit more scientific. According to Kotler, often dubbed the father of modern marketing, the discipline involves four key components: product, price, place, and promotion—the famous 4Ps. However, the reality is far more complex. People say that marketing is an art as much as it is a science. And I must admit that I find this duality fascinating.

You may wish to picture this scenario: A company launches a new product—a healthy, organic beverage. Based on the first impression, it seems perfect for health-conscious urban millennials. However, gradually, the company realizes that sales are unexpectedly high in suburban and rural areas. Why? Because, as it turns out, older consumers in these areas are looking for natural remedies and have greater trust in traditional, organic products. This insight underscores how unpredictable and multidimensional consumer behavior can be.

I notice a growing trend where marketing campaigns now integrate social, cultural, economic, and technological dimensions. The days when a catchy jingle or flashy TV commercial could single-handedly drive sales are long gone. Like it or not, the world moves on. Today, consumers engage with brands across multiple platforms and expect seamless, personalized experiences. Experts say the future of marketing lies in omnichannel strategies, AI-driven personalization, and values-based branding.

What's more, wisdom from the past hints that good marketing has always been about storytelling. Those were the good old days when shopkeepers knew their customers by name and tailored their offerings accordingly. The digital age demands a return to that level of intimacy, albeit through algorithms and data analytics. Make no mistake, technology is merely a tool. The real magic lies in understanding human desires and emotions.

It has perplexed me how some marketers still overlook cultural contexts. In Thailand, for example, the concept of "kreng jai"—a cultural value embodying deference and consideration for others—can significantly influence purchase decisions. I somehow think it is this kind of cultural insight that separates average marketers from great ones. No one knows everything, but I would like to emphasize the importance of localized marketing strategies.

Some argue that globalization has homogenized consumer preferences. I could be wrong, but my gut tells me that local identities and traditions still hold sway. Globally, we see the success of brands that adapt their marketing to local customs, languages, and values. I know you would agree with me that a one-size-fits-all approach rarely works in practice.

I think we should also consider the psychological aspects of consumer behavior. Theories like Maslow’s hierarchy of needs and the concept of perceived value play a crucial role. Having said that, I realize that contemporary consumers often defy traditional models. For example, Gen Z shoppers may prioritize sustainability and ethical production over price and convenience. My conviction is that the marketers who can tap into these emerging values will lead the way.

The news has it that AI and big data are revolutionizing how businesses understand and predict consumer behavior. I'd like to entertain you with the idea that AI doesn’t replace human intuition but enhances it. Critics such as Shoshana Zuboff would tell you that surveillance capitalism has turned consumers into mere data points. While there’s some truth in that, I think it also opens up opportunities for more responsive and responsible marketing.

Let me introduce you to the concept of emotional branding—a strategy that seeks to forge deep, emotional connections between brands and consumers. People say that loyalty built on emotions lasts longer than that built on discounts. In my opinion, it’s a wise move for businesses to invest in building emotional capital.

Those were the days when everything was simple, but the complexity of today’s marketplace requires a multidimensional approach. I'd like to stress that understanding demographics alone is no longer sufficient. Psychographics, behavioral data, and even real-time sentiment analysis have become indispensable tools.

What's more, I notice that marketing is increasingly about experiences rather than products. Experts say that experiential marketing—where consumers engage directly with a brand in immersive ways—is gaining traction. I like the idea of a brand becoming part of a consumer’s lifestyle rather than just a name on a product.

Fundamentally, I would argue that the essence of modern marketing lies in understanding and influencing consumer behavior through multidimensional strategies. This means considering economic, psychological, social, technological, and cultural factors simultaneously. It is well known that consumers don’t make decisions in a vacuum; their choices are shaped by myriad forces.

I am not an expert, but I have read somewhere that consumers tend to favor brands that align with their personal values. Some argue for purpose-driven branding, suggesting that companies with clear social missions outperform their profit-only counterparts. It is my personal belief that authenticity is the currency of the modern market.

Nevertheless, it is my belief that successful marketing today requires a delicate balance between data-driven insights and human empathy. My gut tells me that consumers can sense insincerity a mile away. What we all know and agree upon is that trust is hard to earn and easy to lose.

Having said that, I realize that marketers must also navigate ethical challenges. The line between personalization and intrusion is thin. Make no mistake, consumer privacy concerns are legitimate and must be addressed.

Let’s be a bit more scientific again. Behavioral economics, a field that combines insights from psychology and economics, has shed light on how people actually make decisions. For example, the concept of "choice overload" suggests that too many options can paralyze consumers rather than empower them. I am sure you would agree with me that simplicity often wins.

I guess it is safe to say that marketing is no longer confined to the four Ps. Today, it encompasses people, processes, and physical evidence—the extended marketing mix. I like the idea of including societal impact as a seventh P. After all, businesses don’t operate in a vacuum.

To conclude, it is obvious that marketing is essentially multidimensional, and consumer behavior matters more than ever. My conviction is that those who appreciate the nuances of human behavior and cultural diversity will thrive. Some may argue that technology is the future, but I somehow think it is empathy that will define the next chapter of marketing.

About me:

Janpha Thadphoothon is an assistant professor of ELT at the International College, Dhurakij Pundit University in Bangkok, Thailand. Janpha Thadphoothon also holds a certificate of Generative AI with Large Language Models issued by DeepLearning.AI.