Transcript advt n consumer behaviourx

Advertising
and
Consumer
behaviour
Advertising:

According to Wheeler,
“Advertising is Any form of pAid
non-personal presentation of
ideas, goods or services for the
purpose of inducing people to
buy.”
Elements of
advertising
Trial
Continuity
Brand
switch
Switching back
consumer
behaviour
 Consumer
behaviour is the
study of how individual
customers, groups or
organizations select, buy, use,
and dispose ideas, goods, and
services to satisfy their needs
and wants. It refers to the
actions of the consumers in
the marketplace and the
underlying motives for those
actions.
Elements of consumer
behaviour :
 Who
Buys
 When do consumers buy
 How consumers buy
 From where do consumers buy
 Why do consumers buy
Factors Affecting Consumer
behaviour
Economic
factors
1. Personal income
2. Family income
3. Expected
income
4. Discretionary
income
5. Liquid assets
with consumer
6. Disposable
income
7. Consumer
credit
Sociocultural
factors
1. Family
2. Social class
and caste
3. Reference
groups
4. Culture
5. religion
Psychological
factors
1.
2.
3.
4.
5.
Individual needs
Image
Attitude
Learning
Personality and life
style
Personal
factors
1.
2.
3.
4.
Age
Education
Occupation
sex
Impact of advertising on
consumer behaviour:

Advertising persuades the audience of usefulness of the
product and makes them feel the need to have the
product . effective advertisement creates demand and
makes the person go to shop and buy the product.

It promotes new uses of the product and helps in
understanding the methods of using it.

Attracts customers with special offers like festival
discounts, stock clearance sales etc.

Comparative advertising creates brand
preference.

It reminds the consumer about the product
and thereby induces them to repurchase order

It provides information about availability of
products , method of using product etc.

It overcomes the dissonance of customers.
Importance of study of consumer
behaviour in advertising
 Helps
in selecting message content
 Helps in selecting message source person
 Helps in selecting media and media mix
 Helps in deciding media scheduling
 Helps in understanding buying motives
 Effective advertising campaign
Buying process:
NEED
AROUSAL
SEARCH FOR
INFORMATION
POST
PURCHASE
BEHAVIOUR
BUYING
PROCESS
EVALUATION
OF VARIOUS
ALTERNATIVES
PURCHASE
DECISION