Download - advt & CB
ADVERTISING
&
CONSUMER BEHAVIOUR
ADVERTISING & CONSUNMER BEHAVIOUR
• Marketers 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 PROCESS
Problem Recognition
Information Search
Learning Process
Motivation
Perception
Attitude Formation
Purchase Decision Integration Process
Evaluation of Alternatives
Post purchase Evaluation
Decision Process
Psychological Process
1. Problem Recognition
• Dissatisfaction with the actual or current state of affairs;
• Change in financial situation;
• Marketer’s actions: introduction of new products/ offers;
• Going out of stock• Need for related
products/ accessories.
Consumer Motivation• Are complex to
understand for the Marketers and also for the Customers.
• Motivation Research (Psychological Techniques)
- In depth Interviews- Projection
Techniques- Association Tests -
Focus Group
2. Information Search• Internal• ExternalPerception: How consumer’s acquire & use
Information.• Selective Perception• Subliminal 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.i) Functional Consequences
Tangible & directly experienced by the consumer. For e.g. taste of a soft drinks.
ii) Psychological ConsequencesIntangible, Subjective.For e.g. How a product make you feel.
Attitude Formation
• Attitudes are formed, reinforced and can be changed.
• Strategies that consumer’s 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 Decision
Purchase Intention (Predisposition to buy a brand)
=Purchase Motives
= Brands Attributes
- When 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 Satisfaction
• Expectations > Performance Dissatisfaction
• Expectation < Performance DelightCognitive Dissonance may occur.
Learning1. Behavioral
(External )- classical
conditioning: relationship between Stimulus & Response. If +ve - Repetition
2. Cognitive (Internal) - Culture- Social Class- Reference Groups