advertiser makes Presented by: Nishna Sathyan, K.M
1. Consumer as decision maker2. Consumer as social being
Four basic stages of consumer decision making 1. Need recognition 2. Information search and alternative evaluation 3. Purchase 4. Post purchase use and evaluation
• Need states arises when ones desired state of affaires differs from one’s actual state• When a current product isn’t performing properly• When the consumer is running out of a product• When another product seems superior to the one currently used
• Extensive information search and careful evaluation of alternatives prior to purchase
Total set awareness set consideration set choice set decisionHead&shoulders Head&shoulders Head&shoulders ?Clear Clear Clear Head&shouldersDove Dove Dove ClearHimalaya Pantene Pantene DovePantene SunsilkSunsilk LorealLoreal GarnierGarnier HimalayaNizoralAsdaElvive…….
Psychological discomfort caused by inconsistencies among aperson’s beliefs, attitudes, and actionsVaries in intensity based on importance of issue and degree ofinconsistency
Culture is what people do, or “the total life ways of a people,the social legacy the individual acquires from his group”