Nation Branding and Place Marketing – VIII. The Psychology and Demographics of the Consumer
VIII. The Psychology and Demographics of the Consumer
The country’s “customers” are its investors, tourists, traders, market intermediaries, NGOs, and office-holders in other countries and in multilateral institutions. Understanding their psychology and demographics is crucial. Their interactions with one another take place in a complex environment, affected by governments, social forces, cultural factors, and markets.
The country must clearly identify its clientele: who are they, what motivates them, what do they do and buy (and how, where and when), what are their decision-making processes and priorities, who influences these and how. It is important to remember that people and institutions buy goods and services to satisfy needs. Nation branding is tantamount to casting the country as the superior if not exclusive answer to those needs it can cater to or even create.
The country’s brand manager would do well to analyze the purchasing process: how, when, and where transactions are concluded. Understanding consumption and...
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