advt & cb
DESCRIPTION
Advertising and consumer behaviourTRANSCRIPT
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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