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