1 matakuliah:g0492/ english for advertising tahun: 2005/2006 the consumer audience consumer behavior...

1

Matakuliah :G0492/ English for Advertising

Tahun : 2005/2006

The Consumer Audience

Consumer Behavior Cultural and Social Influences on consumers Psychological Influence on Consumers The Decision Process

2

Consumer Behavior

• The Consumer Audience

• The Target Market

3

Defining Consumer

People who by or use products to satisfy

needs and wants.

4

Scanning:Figure 4.1. The Relationship Between Effective Advertising and Consumer Behavior. Pg. 97

5

Cultural and Social Influences on Consumers

• Culture

• Social Class

• Reference Groups

• Family

• Demographics

• Geography

6

Scanning

• Figure 4.2. The Consumer Decision Process of the Target Market. Pg. 98

7

Psychological Influences on Consumers

• Perception

• Learning

• Motivation and Needs

• Attitudes

• Lifestyle

8

Scanning: Maslow’s Hierarchy of Needs

• Figure 4.7. pg. 112

9

The Decision Process

• Need recognition

• Information search

• Evaluation of alternatives

• Purchase decision

• Post-purchase evaluation

10

LOW INVOLVEMENT

Need Recognition

Evaluation of Alternatives

Purchase Decision

Post-purchase Evaluation

11

HIGH INVOLVEMENT

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-purchase Evaluation