6. advertising i consumer behavior

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6. advertising i consumer behavior

  1. 1. ADVANCED ADVERTISINGConsumer Behavior
  2. 2. 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.
  3. 3. 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
  4. 4. FACTORS AFFECTING CONSUMER BEHAVIOR Cultural and social  Psychological influences influences  Culture  Perception  Social Class  Learning  Reference groups  Motives  Family  Attitudes  Demograhics  Lifestyles  Geography
  5. 5. 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
  6. 6. CULTURAL AND SOCIAL INFLUENCES 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
  7. 7. CULTURAL AND SOCIAL INFLUENCES 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
  8. 8. CULTURAL AND SOCIAL INFLUENCES 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)
  9. 9. CULTURAL AND SOCIAL INFLUENCES Demographics  Are statistical, personal, social and economic characteristics of a population including  Age  Gender  Education  Income  Occupation  Race/ ethnicity
  10. 10. CULTURAL AND SOCIAL INFLUENCES Geographic location  Difference in buying behavior exists between different regions  Buying behavior also differs urban areas and rural areas.
  11. 11. 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.
  12. 12. 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
  13. 13. PSYCHOLOGICAL INFLUENCES A little exercise
  14. 14. ACTIVITY - PERCEPTION
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  35. 35. ACTIVITY - PERCEPTION Write down the ads which you remember. Write the reason for remembering every ad. Discuss in class.
  36. 36. 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.
  37. 37. When you use a mobile while you drive, your head is somewhere else
  38. 38. PSYCHOLOGICAL INFLUENCES 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.
  39. 39. WHEN DID YOU LAST BUY AND WHY?
  40. 40. PSYCHOLOGICAL INFLUENCES 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.
  41. 41. PSYCHOLOGICAL INFLUENCE Lifestyle  The way a person spends his time and money and the activities he likes to perform.
  42. 42. BUYER DECISION PROCESS Steps of decision making  Need Recognition  Information Search  Evaluation of alternatives  Purchase Decision  Post Purchase Evaluation

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