Advertising 1

1. ADVANCED ADVERTISING
Consumer Behavior

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. 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. FACTORS AFFECTING CONSUMER BEHAVIOR
 Cultural and social  Psychological
influences influences
 Culture  Perception
 Social Class  Learning
 Reference groups  Motives
 Family  Attitudes
 Demograhics  Lifestyles
 Geography

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. 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. 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. 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. CULTURAL AND SOCIAL INFLUENCES
 Demographics
 Are statistical, personal, social and economic
characteristics of a population including
 Age
 Gender
 Education
 Income
 Occupation
 Race/ ethnicity

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. 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. 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. PSYCHOLOGICAL INFLUENCES
A little exercise

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35. ACTIVITY - PERCEPTION
 Write down the ads which you remember.
 Write the reason for remembering every ad.
 Discuss in class.

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.

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

40. 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.

41. WHEN DID YOU LAST BUY AND WHY?

42. 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.

44. PSYCHOLOGICAL INFLUENCE
 Lifestyle
 The way a person spends his time and money and the
activities he likes to perform.

45. BUYER DECISION PROCESS
 Steps of decision making
 Need Recognition
 Information Search
 Evaluation of alternatives
 Purchase Decision
 Post Purchase Evaluation