consumer behaviour study
DESCRIPTION
consumer profilesTRANSCRIPT
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CB PRESENTATION
PREPARED BY – HARSHAL DOLAS – (35) MANAVJIT SINGH – (32)
MD. UMAR FAROOQUE – (47) PRAGYAN THAKURIA – (25)
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HIGHLY DOGMATIC CONSUMERS
• The advertisement is full of testimonials.
• The statement India’s no. 1 selling car has also been used as a testimonial.
• The ad. Is for dogmatic customers.
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CONTD.
The advertisement has 2 main features –
• The use of celebrity or authority figure in ths ad.
• The presence of nokia brand on the cover of the brand trust report.
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Consumers with high stimulation levels
• In this the consumers with high stimulation levels are willing to take risks to try new products.
• This new product ad. from KFC is directed towards the youth .
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CONTD.
• Consumers who are highly stimulated, tech savvy and have high purchasing power will find this ad. appealing.
• Even they don’t buy the product, they are willing to find more information.
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INNER DIRECT CONSUMERS WITH HIGH OSL
• These are more directed towards their inner values or standards in new products.
• They are likely to be innovators.
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CONTD.
• All parents want to raise their kids in a safe and secure environment but they cannot be there 24x7.
• This ad. capitalizes on this fact. The guidelines provided in the ad. assures parents about serendipity and security.
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CONSUMERS WITH HIGH NEED FOR COGNITION
• More interested in ads. , rich in product related info, their comparisons and descriptions.
• The ad of horlicks describes that horlicks drink to young ones to grow taller, stronger and sharper.
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CONTD.
• In this ad. Verizon wireless compares itself with AT&T and shows that it provides more 3G coverage. Thus making a cognitive consumer to change his network.
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Visualizers and Verbalizers• Consumers who prefer
visual information and products that shows the visual.
• Consumers who prefer verbal or written information and products.
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• Verbalizers are relatively simple ads. to convey a message to a very specific audience.
This flashy ad. uses
various effects to capture the attention of the audience.
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NEW AD. FOR DOGMATIC CONSUMER
• It makes use of two renowned celebrities. i.e. Hema Malini and Abhishekh Bacchan.
• Telling how to wash holi colours stain from clothes using surf-exel.
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NEW ADD FOR INNER DIRECTED CONSUMER WITH HIGH OSL
• Scarcity of time and the need to maintain a clean environment are the two problems that are advertised and indirectly rectified in this ad.
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NEW ADD FOR CONSUMER WITH HIGH STIMULATION LEVEL
• This ad. appeals to the high stimulation level customer. In most of the cases ad. Pertaining to foodstuff lead to impulse buying by the customer.
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NEW ADD FOR VISUALIZERS
• The liberal use of pictures and the scarcity of words, to promote the places and culture of india fortifies that this ad is a visualization.
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NEW AD FOR HIGH COGNITIVE CONSUMERS
• In ths ad. the deodrant compares itself to other brands by stating that it is eco- friendly, contains no alcohol and has less fumes.
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THANK YOU