The aim of marketing function is to make the enable the customers to become aware of the products and services available in the market as well as encourage and influence them to consume the products which are relevant as per their needs and wants. The marketing strategies employed can make the consumers adjust their purchase behavior by purchasing more of certain products while changing their orientation and choices of products and services. Similarly the consumer behavior can also affect the marketing strategy employed by a company.
“By understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices.” (Perner)