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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
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Consumer Behavior
• The Consumer Audience
• The Target Market
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Defining Consumer
People who by or use products to satisfy
needs and wants.
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Scanning:Figure 4.1. The Relationship Between Effective Advertising and Consumer Behavior. Pg. 97
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Cultural and Social Influences on Consumers
• Culture
• Social Class
• Reference Groups
• Family
• Demographics
• Geography
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Scanning
• Figure 4.2. The Consumer Decision Process of the Target Market. Pg. 98
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Psychological Influences on Consumers
• Perception
• Learning
• Motivation and Needs
• Attitudes
• Lifestyle
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Scanning: Maslow’s Hierarchy of Needs
• Figure 4.7. pg. 112
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The Decision Process
• Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Post-purchase evaluation
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LOW INVOLVEMENT
Need Recognition
Evaluation of Alternatives
Purchase Decision
Post-purchase Evaluation
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HIGH INVOLVEMENT
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Evaluation