advt & cb
Post on 01-Feb-2016
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DESCRIPTIONAdvertising and consumer behaviour
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