6. advertising i consumer behavior

ADVANCED ADVERTISING Consumer Behavior

CONSUMER BEHAVIOR

The study of how people buy, what they buy, why they buy and when they buy.

It attempts to understand the buyer decision making process, both individually and in groups.

CONSUMER AUDIENCE

The people who buy or use products to satisfy needs or wants.

Types of consumers Those who buy the product Those who use the product

Target Audience Those individuals who will receive the

advertising message

FACTORS AFFECTING CONSUMER BEHAVIOR

Cultural and social influences Culture Social Class Reference groups Family Demograhics Geography

Psychological influences Perception Learning Motives Attitudes Lifestyles

CULTURAL AND SOCIAL INFLUENCES

Culture

Based on norms and values Norms – boundaries a culture establishes for behavior Values - broad preferences concerning appropriate

courses of action or outcomes

Directly influences buying behavior


Social Class Determined by factors like income , wealth,

education, occupation, family prestige, value of home, and neighborhood

It is assumed that people in one class buy different products than any other class for different reasons.

E.g Walls icecream vs Movenpick icecream


Reference Groups

Collection of people used as a guide for behavior in specific situations.

Reference groups have three functions They provide information They serve as comparison They offer guidance


Family Family consists of two or more people who are

related by blood, marriage or adoption and live in the same household.

Family helps develop a lifestyle (how you spend time and money and the kinds of activities you value)


Demographics Are statistical, personal, social and economic

characteristics of a population including Age Gender Education Income Occupation Race/ ethnicity


Geographic location

Difference in buying behavior exists between different regions

Buying behavior also differs urban areas and rural areas.

PSYCHOLOGICAL INFLUENCES

Perception The process by which we receive information

through our five senses and assign meaning to it. 3 sets of influences shape perception

The physical characteristics of the stimuli The relationship of the stimuli to the surroundings The person’s state of mind.

Some stimuli are selected over others Selective perception

Screening out some information that does not interest us and retaining that information that interests us.

PSYCHOLOGICAL INFLUENCES Selective exposure

Seeking information that is in line with our beliefs, values, experiences, biases, attitudes.

Selective distortion Changing the meaning of information that is

conflicting with our beliefs

Selective retention The process we go through to retain information


A little exercise

ACTIVITY - PERCEPTION

ACTIVITY - PERCEPTION

Write down the ads which you remember.

Write the reason for remembering every ad.

Discuss in class.

PSYCHOLOGICAL INFLUENCES Learning

Perceptions lead to learning We learn something that we perceive and attach

meaning to it. Cognitive learning

Perception -> Problem solving -> Insight Behavioral conditioning

Classic conditioning Pairing one stimulus with another that already is

associated with a response e.g. associating sound of bell with end of school day

Operant conditioning Voluntary occurrences of behavior that are then

rewarded , ignored or punished.

omore.flvknorr.flv

When you use a mobile while you drive, your head is somewhere else


Motivation and Needs Motive

An internal force that forces you to behave in a particular way.

Advertisers study buying motives.

Need Basic forces that motivate us to do something Primary needs: requirements to maintain life Secondary: Acquired needs in response to our culture

and environment. Needs change over time.

WHEN DID YOU LAST BUY AND WHY?


Attitudes A learned feeling you hold towards an object, a

person or an idea that leads to a particular behavior.

Attitudes are resistant to change.

Attitudes are learned, hence can be changed or replaced.

Attitudes may be positive or negative, weak or strong.

PSYCHOLOGICAL INFLUENCE

Lifestyle

The way a person spends his time and money and the activities he likes to perform.

BUYER DECISION PROCESS

Steps of decision making

Need Recognition Information Search Evaluation of alternatives Purchase Decision Post Purchase Evaluation

6. advertising i consumer behavior

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