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Page 1: advt & CB

ADVERTISING

&

CONSUMER BEHAVIOUR

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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.

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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

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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

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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.

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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

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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.

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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.

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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.

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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.

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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.

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5. Post Purchase Evaluation

• Expectations = Performance Satisfaction

• Expectations > Performance Dissatisfaction

• Expectation < Performance DelightCognitive Dissonance may occur.

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Learning1. Behavioral

(External )- classical

conditioning: relationship between Stimulus & Response. If +ve - Repetition

2. Cognitive (Internal) - Culture- Social Class- Reference Groups


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