The document discusses factors that influence consumer behavior, including cultural, social, and psychological factors. It examines how culture, social class, reference groups, family, demographics, and location impact purchasing decisions. Additionally, it analyzes psychological influences such as perception, learning, motivation, attitudes, and lifestyles that shape consumer behavior. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.

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