Advertising and

Consumer behaviour

Advertising:According to Wheeler,

“Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducing people to buy.”

Elements of advertisingTrialContinuityBrand switchSwitching back

consumer

behaviour

Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.

Elements of consumer behaviour :

Who BuysWhen do consumers buy

How consumers buyFrom where do consumers buy

Why do consumers buy

Factors Affecting Consumer behaviour

Economic factors1. Personal

income2. Family

income3. Expected

income4. Discretionary

income5. Liquid assets

with consumer

6. Disposable income

7. Consumer credit

Socio-cultural factors1. Family2. Social class

and caste3. Reference

groups4. Culture5. religion

Psychological factors

1. Individual needs2. Image3. Attitude4. Learning5. Personality and

life style

Personal factors

1. Age2. Education3. Occupation4. sex

Impact of advertising on consumer behaviour:

Advertising persuades the audience of usefulness of the product and makes them feel the need to have the product . effective advertisement creates demand and makes the person go to shop and buy the product.

It promotes new uses of the product and helps in understanding the methods of using it.

Attracts customers with special offers like festival discounts, stock clearance sales etc.

Comparative advertising creates brand preference.

It reminds the consumer about the product and thereby induces them to repurchase order

It provides information about availability of products , method of using product etc.

It overcomes the dissonance of customers.

Importance of study of consumer behaviour in advertising

Helps in selecting message contentHelps in selecting message source person

Helps in selecting media and media mix

Helps in deciding media schedulingHelps in understanding buying motives

Effective advertising campaign

Buying process:

NEED AROUS

AL

SEARCH FOR

INFORMATION

EVALUATION OF VARIOUS ALTERNATIVES

PURCHASE

DECISION

POST PURCHASE BEHAVIOU

RBUYING

PROCESS