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Advertising and consumer behaviour

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  • ADVERTISING &CONSUMER BEHAVIOUR

  • ADVERTISING & CONSUNMER BEHAVIOURMarketers need to understand the buying behaviour of consumers while designing their advertisements for the desired impact. Advertisements play an essential role in creating an image of a product in the minds of consumers.It is only through advertisements that individuals are able to connect with your brand.

  • CONSUNMER BEHAVIOUR The behaviour people engage in when searching for, Purchasing, Using, Evaluating & Disposing off Products & Services, that they expect will satisfy needs, wants & desires

  • BUYING DECISION MAKING PROCESSProblem RecognitionInformation SearchLearning Process MotivationPerceptionAttitude FormationPurchase DecisionIntegration ProcessEvaluation of AlternativesPost purchase EvaluationDecision ProcessPsychological Process

  • 1. Problem RecognitionDissatisfaction with the actual or current state of affairs;Change in financial situation;Marketers actions: introduction of new products/ offers;Going out of stockNeed for related products/ accessories.

  • Consumer MotivationAre complex to understand for the Marketers and also for the Customers.Motivation Research (Psychological Techniques)In depth InterviewsProjection TechniquesAssociation Tests- Focus Group

  • 2. Information SearchInternalExternalPerception: How consumers acquire & use Information.Selective PerceptionSubliminal Perception Changes Consumer Behaviour sub consciously. Alters attitude/perception towards the brand without the consent of the consumer.

  • 3. Evaluation of AlternativesComparison of different alternatives.Functional ConsequencesTangible & directly experienced by the consumer. For e.g. taste of a soft drinks. Psychological ConsequencesIntangible, Subjective.For e.g. How a product make you feel.

  • Attitude FormationAttitudes are formed, reinforced and can be changed.Strategies that consumers use to compare different brands & reach a purchase decision.To influence attitude:Enhancing/ Changing the strengths of belief about important attributes of a brand;Changing perception by Positioning;Adding new attributes;Changing perception of competing products.

  • 4. Purchase DecisionPurchase Intention (Predisposition to buy a brand)=Purchase Motives= Brands AttributesWhen to buy?From where to buy?How much to spend? There may be a time gap between Purchase decision & Actual Purchase. For high involvement product this gap is more.

  • Integration ProcessCombining product knowledge, meaning & beliefs to evaluate two or more alternatives.Heuristics: decision strategies/ shortcuts simple decision rules for e.g. buying the cheapest.

  • 5. Post Purchase Evaluation

    Expectations = Performance SatisfactionExpectations > Performance DissatisfactionExpectation < Performance DelightCognitive Dissonance may occur.

  • LearningBehavioral (External )classical conditioning: relationship between Stimulus & Response. If +ve - Repetition Cognitive (Internal) - CultureSocial ClassReference Groups

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