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Good Morning Everyone!! I am Kshitiz Jain ...I am Sachin Motlani and we are here to deliver a presentation on
the effect an audio-visual advertisement has on the internal and external factors of a consumer, affecting his behavior in the market.
Now, What is consumer behavior?
We know that a consumer is a person who purchases goods and services for personal use. He is the end user. and, The way in which one acts or conducts oneself is known as behavior. So, When blended, consumer behavior can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services.
First of all, The need arises, then the person searches for need satisfying products... The alternatives surfaced are evaluated and then the optimal option is selected. The customer purchases the product and the consumer gives feedback upon usage.
Now, why we selected this advertisement... here is a glimpse of the Indian scenario... In ancient India, girls were considered auspicious, no ceremony was complete without women. But today, the scenario has changed.
Today, Girls are a burden for several classes of the society. They feel that a girl child is a curse. The reputation of the family will always be at stake and parents will have to always keep their guard up and monitor all the activities of the girl. On the contrary, a boy is favorable only because he might someday...earn bread for the family. Families even today, fear the dowry system and dread the expenses that have to be incurred during upbringing of a girl child and her marriage.
These are some news clippings from: Bangalore Uttar Pradesh Ahmedabad and Pune
There are two broad categories of factors affecting consumer behavior...they are, internal and external factors.
Internal Factors are those which are internal to an individual.
Perception is the ability to see, hear or become aware through the senses. Today, many people perceive or are forced to perceive that the girl child is a burden and the boy; a blessing. This advertisement is focussed on two segments of the society: Who believe in discrimination Who believe in equality Consumer psychologists have done a great job because this advertisement will focus on both the aforesaid categories of people.
Almost every individual consumer makes a self-assessment of himself/herself. They see themselves as what they actually are and what they want to become With such a self-concept, now consistent with a majority of people of our country, the advertisers have created for themselves, a new potential consumer base.Such advertisements have the force required to change our society and as our research concluded, it has received acceptance on the internet, all over India.
Attitude is a way of thinking about something. People usually avert from tv shows like KBC but the tag line “Gyan hi aapko aapka hak dilata hai” and such creative advertisements focussing on social evil, have been successful in changing people’s perception about KBC.
Motivation is a goal-directed behavior. It is a motive force. This KBC commercial has motivated a lot of people as can be seen all over the internet. Nowadays, any advertisement targeted towards social evils attracts attention of the public towards the good or service and motivates them to buy the product.
Family: Merely living together is not what family actually means. A family should mean just and equitable behavior by all without any kind of discrimination for any member of the family, all bonded with the same thread. The advertisement justifies this scenario and attracts families with both, similar and opposite mindset of injustice to the girl child. This advertisement is a slap to those just like the father who, in the end, is seen crying for what he had done to his daughter. ------------------ Status Symbol: Any product that enhances our social status is known as a status symbol. This advertisement is lightening bolt on those who believe that girl child soils their status in the society. Many people might understand what wrong they doing and this might attract them towards the program.... --------------------------- Social Class: People in India are always worried about their position in the society. The advertisement has a girl from a modest family as the protagonist. The father like any other bread earner of a poor family had cut the girl’s statement “Papa mein aur padhna chahati hoon” by saying “Tujhe padhaoonga to shaadi mein kya khilaoonga; Kaddu?”They think that the girl child does not need to be educated because someday she will leave the house and live with her husband and his family so, there is no reason to spend loads of money on her education. And ultimately, the girl wins 1 crore rupees... ---------------------- Culture: Majority of Indians had or still have, a custom of killing the girl child. It does not matter to them whether the child has taken birth or not. This advertisement adds one more slap to their cruel face by forecasting what a girl child could be. Moreover, this advertisement would attract those people who think otherwise i.e., think of a girl child as a blessing and not a curse.--------------------- Reference Groups: A reference group is a concept referring to a group to which an individual or another group is compared. This advertisement spreads a social message to all discriminators against “The killing of girl child” and has motivated every person I talked to about this TV commercial. So, reference groups of almost all people would appreciate the idea of watching this show whenever it is aired on the television. Hence, to remain updated and not feel the odd one out, even those whose taste is not something like “Kaun Banega Crorepati”, will be watching this show.
The Question “What we buy, how we buy, where and why we buy, in how muchquantity we buy depends on perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs, values,motivation, personality, social class and many other factors that are both internal and external to us.” Discuss your answer with an example of advertisement (AV).