Download - Consumer Behaviour IMC
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For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Consumer Response
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Consumer Behavior
Consumer behavior:
How people think about, buy,and use products as a response
to MC messages
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Prospects Vs. Current Customers
Prospects: Those who have not
bought the brand but who might
be interested in it
Customers: Those who have
purchased the brand at least
once within a designated period .
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Buy for their own
personal or household
use
� Typically use more of anemotional approach
Consumers (B2C)Consumers (B2C)
Buy on behalf of their
organization
� Typically consult others
in the organization
� Typically buy larger
quantities
� Often use a bidding
process
Business (B2B)Business (B2B)
Buy for their own
personal or household
use
� Typically use more of anemotional approach
Consumer Vs. Business Buyers
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Sociocultural Factors
Social Class
Social Class
Sociocultural Factors
All Consumers Are Human
Aff ected
By:
Reference Groups
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Figure 5-3: Think/Feel/Do Response Wheel
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Figure 5-5: 4-Step Decision Process
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Step 4: Evaluating the purchase decision
Step 3: Take Action
Step 2: Evaluating brand alternatives
Step 1: Recognize a problem/opportunityStep 1: Recognize a problem/opportunity
How Does Brand Decision-Making Work?
Step 2: Evaluating brand alternatives
Step 3: Take Action
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Insight: A Perceptual Formula
Some marketers look at consumer
satisfaction in terms of a formula:
Desire/Want/Need = Reality
For consumers to be satisfied, the left side
of the equation must equal the right side.MC can impact the left side by creating
consumer perceptions of how desirable the
brand really is.
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Insight: Mental Links
The more mental links (or cues) of a brand¶s
benefits that can be created within the target
audience¶s memory, the more likely the brandwill be recalled when a relevant problem or
opportunity presents itself. The reality is,
however, most people are able to recall only a
very small percent of the brands that exist. This
is why companies continuously advertise²tohelp keep their brands top-of-mind and easily
recalled when a person (or company) is faced
with a problem or opportunity.
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Tales From the Real World
In the real world, marketers sometimes
straddle the ³emotional´ and ³cognitive´ paths in
the development of their MC materials.
For example, some TV commercials use
techniques such as likeable songs to attract
viewer attention and appeal to the ³emotional´
path, while visuals on the screen include rationalfacts, testimonials, or demonstrations that
appeal to the ³cognitive´ path.
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Likeability strategy
How Do Messages Influence Decisions?
Ways toPersuade
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An Ad That Tries to Get You to Like It
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Likeability strategy
Credibility and Trust
Arguments and Reasons
Credibility and Trust
Likeability strategy
How Do Messages Influence Decisions?
Ways ToPersuade
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Final Note:
Communication that aids
customers and communicates with
them in a personal way is much
more persuasive than
communication that tries to
manipulate them