You will get to know the insight of consumer behavior with the help of big 5 trait of consumer as well it also deals with family life cycle and how family which is group of consumer are willing to spend their income as per their requirement .
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
Culture is an important factor that plays an important role in the growth of any multinational company, In this sample report it is clearly defined how culture holds a strong relationship with the future of any organization.
Website Musts: How to Define Everything That Your Website Needs to Do Anne Stefanyk
Let me tell you a story. Great projects start with a strong user story, only a story cannot stand alone – enter the hero – the winning acceptance criteria. Projects need this criteria to provide a way to clearly demonstrate if your project and its team has indeed made the user story come to life. In this session, we show you how to craft no-fail user acceptance stories. Walk away with the confidence to outline the needs and requirements of your site and ensure that everyone in your organization get the results they’re looking for.
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
Culture is an important factor that plays an important role in the growth of any multinational company, In this sample report it is clearly defined how culture holds a strong relationship with the future of any organization.
Website Musts: How to Define Everything That Your Website Needs to Do Anne Stefanyk
Let me tell you a story. Great projects start with a strong user story, only a story cannot stand alone – enter the hero – the winning acceptance criteria. Projects need this criteria to provide a way to clearly demonstrate if your project and its team has indeed made the user story come to life. In this session, we show you how to craft no-fail user acceptance stories. Walk away with the confidence to outline the needs and requirements of your site and ensure that everyone in your organization get the results they’re looking for.
Making purpose pay: inspiring sustainable living by UnileverAntonio Nunez Lopez
We encourage our brand managers and marketers to take a stance and make a positive difference to society. Purpose defines a brand in people's minds and is best delivered through action. It's only through action that consumers will see purpose as more than marketing.
Running Head: THE MARKETING PLAN 1
5
Natasha McClarin
October 6, 2018:
INTRODUCTION
Women on the Go is a start-up company that has over many years targeted women who cannot do clothing purchasing. The target is because there are women out there who do not know how to purchase their clothing and accessories. Therefore, assistance will be given by women on the go since that is the main aim of the company. This specific service will be aimed at rich customer who simply do not have much knowledge of the clothing industry and time to visit clothing stores in town. Despite all of these, such kind of people they have social obligation that they are supposed to meet, therefore Women on the go is there for me.
The business model for women on the go is the franchise business model, here the company has reach agreement with other clothing manufacturing companies that we will sell products to women on their behalf. It will be done in a percentage of the invoicing or sometimes a fixed fee depending on the particular agreement. The product line of the company will be women right casual, semi-formal look and gym wear and accessories.
Mission: Traditional, ethnic products creating sustainable employment for craftsmen and
artisans in rural India.
Target Segment: Focusing on women who are in need of dressing assistance for social occasions and are willing to have an organization which can style up their quotient.
Life Style: Affluent women who are rich of upper middle class or who are on business and corporate class.
Age group: 23 years and above
Geography: Anyone with any color, culture or Origin.
Geographical Places: Metros, tier 2 & tier 3 cities.
Product line: Dedication to dress women in formal and semi-formal look, right casual look, teamed with right accessories.
Tag line: Women on the go dresses you up.
Below is a market Research
1. Our company has decided to follow a mixed strategy here by combining both deductive and an inductive approach, using ethnographic research and a case study method.
We have decided that we will study the target section that the company has indicated above by initiating online programs where we will be able to know how many women want to up their dressing style quotient, idea to convert women to be buying our services, this will definitely create an idea in their mind that image and personal branding will make them in profession and person life.
2. We will also conduct online surveys of the targeted group in association with the lead up market brands like Dolce & Gabbana, Gucci and Louis Vuitton. With no doubt is that they will support us since they will be sure to be our future suppliers.
3. We conduct ground discussions with our own sales teams which is down on the market floor of leading garment accessories and shoe brands.
4. We will also have a promotion strategy, where we will be able to sit in promotions with a woman working in.
BU504 - Integrated Marketing Communications
Instructor: Michelle K. Bonny
Southern States University
Week 3 – Discussion Question
Bruna Martins
As a consumer, do you believe yourself to be highly influenced by brand communication that effectively manages messages that are aimed at presenting product(s) as part of a desirable lifestyle? Also, from this perspective, do you agree with the statement in the article that, "You can buy what’s in the photo, but what you’re really hoping to purchase is access to that lifestyle"? Explain your point of view as a consumer, with reference to your own use of, or experience with, social media platforms, such as Instagram, in which brand messages offer connections to an "ideal" or "dream" life.
As a consumer, I believe I’m highly influenced by brand communication, specially on Instagram, because I’m always there, checking the news about my friends, famous people or products.
Instagram is a simple way to capture and share the world’s moments. You can follow your friends and family to see what they’re up to, and discover accounts from all over the world that are sharing things you love. There is over 500 million people on Instagram and they can express themselves by sharing all the moments of the day but is also a great tool for brand communication.
I totally agree with the statement in the article that says: "You can buy what’s in the photo, but what you’re really hoping to purchase is access to that lifestyle"?. I agree because Instagram make us feel like all the people in the world are enjoying their lives, make us feel like they are perfect and have a perfect life and that’s not true, so I think people buy what’s in the photo to feel a little bit like the person who is wearing or using the product, what is great to the brands, but not that good for the real people and real life.
BU504 - BU504 Integrated Marketing Communications
Instructor: Michelle K. Bonny
Southern States University
Week 1 – Discussion Question
Bruna Martins
My name is Bruna Spera Martins, I am 27 years old, I have a bachelor degree in Odontology and I already had some experiences studying abroad and working in the field.
In 2013 I did an ESL program in San Diego-US, and I had great experiences over there. I really got to know the American culture and made American friends. That time I was 22 years old and I could notice how I got so much better as a person and how to deal with different type of things on my own.
I started to study Odontology in 2010 in the Paulista University (UNIP) and while I was studying I did an internships in the field. My internship was as a dental hygienist in my family’s Dental Clinic. My job there was to see patients and help them with dental cleaning and whitening.
After I had my internship experience, in 2013 I decided to study English to improve my skills and be able to do dental specific courses and programs.
And it was in 2013 that I went to California, .
Responsible Marketing to Children - Position Paper by Sportz Village.pdfUpmaKanswa1
It is common to see brands adopt 'responsible' 4Ps of marketing since consumers are now actively demanding greater progress on sustainability and social change; and they need to see real action on ground! And for brands looking to engage with kids, it is a far greater responsibility since advertising and communication to kids is under greater regulatory and public scrutiny. Is there a way for brands to co-opt a social cause with children, actively and responsibly involve them in brand campaigns, while creating ample opportunities to build mindshare for the brand - all at the same time? Our paper provides a solution framework that can help brands bridge the gap between promise and action towards a cause by involving children as their brand evangelists and schools as the centre of action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
More Related Content
Similar to Consumer_Behavior_presentation_by_group_1_FINAL_1[1].pptx
Making purpose pay: inspiring sustainable living by UnileverAntonio Nunez Lopez
We encourage our brand managers and marketers to take a stance and make a positive difference to society. Purpose defines a brand in people's minds and is best delivered through action. It's only through action that consumers will see purpose as more than marketing.
Running Head: THE MARKETING PLAN 1
5
Natasha McClarin
October 6, 2018:
INTRODUCTION
Women on the Go is a start-up company that has over many years targeted women who cannot do clothing purchasing. The target is because there are women out there who do not know how to purchase their clothing and accessories. Therefore, assistance will be given by women on the go since that is the main aim of the company. This specific service will be aimed at rich customer who simply do not have much knowledge of the clothing industry and time to visit clothing stores in town. Despite all of these, such kind of people they have social obligation that they are supposed to meet, therefore Women on the go is there for me.
The business model for women on the go is the franchise business model, here the company has reach agreement with other clothing manufacturing companies that we will sell products to women on their behalf. It will be done in a percentage of the invoicing or sometimes a fixed fee depending on the particular agreement. The product line of the company will be women right casual, semi-formal look and gym wear and accessories.
Mission: Traditional, ethnic products creating sustainable employment for craftsmen and
artisans in rural India.
Target Segment: Focusing on women who are in need of dressing assistance for social occasions and are willing to have an organization which can style up their quotient.
Life Style: Affluent women who are rich of upper middle class or who are on business and corporate class.
Age group: 23 years and above
Geography: Anyone with any color, culture or Origin.
Geographical Places: Metros, tier 2 & tier 3 cities.
Product line: Dedication to dress women in formal and semi-formal look, right casual look, teamed with right accessories.
Tag line: Women on the go dresses you up.
Below is a market Research
1. Our company has decided to follow a mixed strategy here by combining both deductive and an inductive approach, using ethnographic research and a case study method.
We have decided that we will study the target section that the company has indicated above by initiating online programs where we will be able to know how many women want to up their dressing style quotient, idea to convert women to be buying our services, this will definitely create an idea in their mind that image and personal branding will make them in profession and person life.
2. We will also conduct online surveys of the targeted group in association with the lead up market brands like Dolce & Gabbana, Gucci and Louis Vuitton. With no doubt is that they will support us since they will be sure to be our future suppliers.
3. We conduct ground discussions with our own sales teams which is down on the market floor of leading garment accessories and shoe brands.
4. We will also have a promotion strategy, where we will be able to sit in promotions with a woman working in.
BU504 - Integrated Marketing Communications
Instructor: Michelle K. Bonny
Southern States University
Week 3 – Discussion Question
Bruna Martins
As a consumer, do you believe yourself to be highly influenced by brand communication that effectively manages messages that are aimed at presenting product(s) as part of a desirable lifestyle? Also, from this perspective, do you agree with the statement in the article that, "You can buy what’s in the photo, but what you’re really hoping to purchase is access to that lifestyle"? Explain your point of view as a consumer, with reference to your own use of, or experience with, social media platforms, such as Instagram, in which brand messages offer connections to an "ideal" or "dream" life.
As a consumer, I believe I’m highly influenced by brand communication, specially on Instagram, because I’m always there, checking the news about my friends, famous people or products.
Instagram is a simple way to capture and share the world’s moments. You can follow your friends and family to see what they’re up to, and discover accounts from all over the world that are sharing things you love. There is over 500 million people on Instagram and they can express themselves by sharing all the moments of the day but is also a great tool for brand communication.
I totally agree with the statement in the article that says: "You can buy what’s in the photo, but what you’re really hoping to purchase is access to that lifestyle"?. I agree because Instagram make us feel like all the people in the world are enjoying their lives, make us feel like they are perfect and have a perfect life and that’s not true, so I think people buy what’s in the photo to feel a little bit like the person who is wearing or using the product, what is great to the brands, but not that good for the real people and real life.
BU504 - BU504 Integrated Marketing Communications
Instructor: Michelle K. Bonny
Southern States University
Week 1 – Discussion Question
Bruna Martins
My name is Bruna Spera Martins, I am 27 years old, I have a bachelor degree in Odontology and I already had some experiences studying abroad and working in the field.
In 2013 I did an ESL program in San Diego-US, and I had great experiences over there. I really got to know the American culture and made American friends. That time I was 22 years old and I could notice how I got so much better as a person and how to deal with different type of things on my own.
I started to study Odontology in 2010 in the Paulista University (UNIP) and while I was studying I did an internships in the field. My internship was as a dental hygienist in my family’s Dental Clinic. My job there was to see patients and help them with dental cleaning and whitening.
After I had my internship experience, in 2013 I decided to study English to improve my skills and be able to do dental specific courses and programs.
And it was in 2013 that I went to California, .
Responsible Marketing to Children - Position Paper by Sportz Village.pdfUpmaKanswa1
It is common to see brands adopt 'responsible' 4Ps of marketing since consumers are now actively demanding greater progress on sustainability and social change; and they need to see real action on ground! And for brands looking to engage with kids, it is a far greater responsibility since advertising and communication to kids is under greater regulatory and public scrutiny. Is there a way for brands to co-opt a social cause with children, actively and responsibly involve them in brand campaigns, while creating ample opportunities to build mindshare for the brand - all at the same time? Our paper provides a solution framework that can help brands bridge the gap between promise and action towards a cause by involving children as their brand evangelists and schools as the centre of action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
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This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
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Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
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In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
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Where to source original video ideas
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
1. SUBJECTS: CONSUMER BEHAVIOR
PRESENTED BY:
SNEHA PRIYA (MBA/15001/22)
TANVI TANYA(MBA/15004/22)
SHRUTI KUMARI(MBA/15005/22)
RIMJHIM BANKA(MBA/15012/22)
Here is where our presentation begins.
2. ACTIVITY 1: There are 3 product types given below with their substitute .
Kindly mention which brand you will prefer and what are the
communication characteristics which have influenced your attitude towards
these product .
3. Q1)Discuss in detail all the
communication characteristics that
influence attitude formation and
change. Share with us any two
examples of your own where
communication has shaped your
attitude for an offering from the
marketer.
4. Communication characteristics which
influence attitude formation of a consumer
• Source Credibility :For example, a statement like, "Recommended by Dr. Smith, a leading
expert in the field," adds credibility to the product.
• Message Content: For Example- Our all-natural cleaner is non-toxic, reducing harm to the
environment and your family's health.
• Emotional Appeal: For Example :In advertisement for a charity organization showcases
heartwarming stories of children receiving educational support
• Two-Way Communication: Many Brands ask for customer feedbacks for further upgradation in
the quality of products .
• Social Proof and Social Influence: For Example Apps like Amazon , Flipkart ,Go IBIBO ask their
customers to rate their product on the basis of their satisfaction .
• Transparency and Honesty: For example: pharmaceutical company openly communicates the
potential side effects of a medication in their advertisements
• Audience Characteristic: For Example: Adventure Enthusiasts- For adventure seekers and
backpackers, the company could highlight the tents' lightweight, easy-to-carry design, and durability.
• Channel and Medium:Different consumers may prefer different channels, such as social media,
TV, print, or in-person communication.
5.
6. Own Example where communication has shaped
my attitude for an offering from the marketer.
Communication factors that shaped my
attitude for this product are:
1) Media
2) Family Factor( Influence by sister )she has already
used the product and became a loyal customer for
that particular offering .
3) Product Benefit and description
4) Value for money
5) Social values
6) Easy of delivery and safety of online payment
mode .
7. Communication factors that
shaped my attitude for this
product are:
1) Family Factor
2) Word of mouth
3) Test Drives and Personal Experience
4) Media Coverage
5) Social Media and Influencers
6) Price and Value Proposition
7) Environmental and Safety Information
8) Competitive Comparison
9) Cultural and Social Factors
10) Personal Values and Need
11) Sales person has provided the detailed
knowledge about the product .
8. ● Q2.In context of consumer buying
behavior explain the household life cycle
in India and the corresponding marketing
strategies based on the different
household life cycle stages. Support your
answer with suitable examples. Also
explain the cross cultural consumer
behavior with the help of 2 examples.
9.
10. Bachelorhood: Single adults in India often have a lot of money to spend on experiences and
activities that represent their personal preferences. They are also more willing to try new items
and brands.
Examples: Young adults living on their own or with roommates. dating apps, fitness memberships,
online courses, and trendy fashion brands .
Marketing Strategies: Target this group with products and services related to socializing, dating,
education, and career development.
Newly married couples with no child : Newly married couples in India frequently prioritize the
establishment of their home and family. They are more inclined to invest in furniture, appliances,
and other household goods. They might also begin to save for the future, such as a down payment
on a house.
Examples: IKEA
Marketing Strategies: Focus on products and services related to setting up a new home, travel, and lifestyle.
Promote items like furniture, home appliances, travel packages, and relationship counseling services.
11. Full nest 1: Families with young children have a reasonably high disposable income, but they also
have a variety of expenses related to the requirements of their children. They are more inclined
to spend money on their children's food, clothing, and education. They may also make an
investment in childcare services.
Examples: Couples with infants and toddlers.
Marketing Strategies: Target this stage with baby and childcare products, educational toys,
parenting classes, and family-friendly products like strollers and car seats.
Full nest 2: Families with adolescent children have less disposable income than those with
younger children. They are more inclined to spend money on their children's food, clothing, and
transportation. They may also begin saving for their children's college education.
Examples: Families with elementary and middle school-aged children.
Marketing Strategies: Promote products and services that cater to the needs of school-aged
children, such as school supplies, extracurricular activities, family vacations, and educational
software .
12. Full nest 3: family life cycle in which dependent children still live at home, but they are older and more
independent. This stage usually starts when the youngest child enters high school or college and ends when the
final child leaves the house.
Example: Examples: Parents whose children have left for college or started independent lives.
Marketing Strategies: Focus on products and services for empty nesters, such as travel opportunities,
downsizing real estate, financial planning, and leisure activities.
Empty nest - Couples with an empty nest often have a higher disposable income and less costs.
They are more likely to invest in travel, recreation, and home repair projects.
Examples: Families with adult children who may return home occasionally.
Marketing Strategies: Promote products and services for the parents' well-being, such as
retirement planning, health and fitness, home renovations, and travel for couples.
Solitary survivor: In India, retired couples often have less disposable income than couples at
earlier phases of the family life cycle. They are more likely to spend their money on healthcare and
other necessities. They may also travel and engage in hobbies.
Examples: Retirees .
Marketing Strategies: Target this stage with products and services related to healthcare, leisure
travel, senior living communities, financial planning, and products that enhance comfort and
convenience.
13. CROSS CULTURAL CONSUMER BEHAVIOUR-
The study of how customers from various
cultures or demographics interact with
each other and impact each other's
purchase decisions is known as cross-
consumer behavior. Factors such as
language, values, beliefs, customs, social
norms, and cultural symbols all play a
role in shaping consumer behavior. By
recognizing and adapting to these
cultural differences, businesses can
better meet the needs and expectations
of their target audience.
14. EXAMPLES OF CROSS CULTURAL :
McDonald's: McDonald's has adapted its menu and marketing messages to different cultures
around the world.
India: In India, McDonald's offers a variety of vegetarian and halal options, such as
the Mc Aloo Tikki Burger and the Chicken Maharaja Mac. The company also offers a
breakfast menu that features items such as the pan cake and the Egg Mc Muffin.
Japan: In Japan, McDonald's offers a variety of unique items, such as the Ebi Filet-O-
Fish (a shrimp burger) and the Teriyaki Mc Burger. The company also offers a
breakfast menu that features items such as the Egg Mc Muffin and the Sausage Mc
Muffin Egg.
China: In China, McDonald's offers a variety of items that are tailored to the local
palate, such as the Pork Double Mc Spicy and the Mc Spicy Chicken Burger beef burger.
The company also offers a breakfast menu that features items such as the Congee and
the Fried Dough Stick.
15. Coca-Cola: Coca-Cola has created localized marketing campaigns that reflect the unique
cultures of the countries where it operates.
IN INDIA, Coca-Cola has created a campaign called "Open Happiness." The campaign
focuses on the idea that Coca-Cola can bring people together and create moments of
happiness. The campaign features a variety of Indian celebrities and is set in a variety of
iconic Indian locations.
China: In China, Coca-Cola has partnered with the Chinese New Year festival. The company
has created a special Coca-Cola bottle for the holiday and has launched a marketing
campaign that celebrates the festival's themes of family, togetherness, and good luck.
Brazil: In Brazil, Coca-Cola has created a campaign called "Taste the Feeling." The
campaign focuses on the idea that Coca-Cola is a delicious and refreshing beverage that
can be enjoyed by people of all ages.
16. Q3 what significance does
individual personality traits
have in Marketing. Also
explain the concept of
product personality .
Validate your answer with
suitable examples of Product
Personification.
17.
18. Open to feelings
Open to new & different ideas.
Open to various values & beliefs.
Imagination
Openness to Emotions
Example: Apple is known for targeting individuals
high in openness to experience. Their marketing
campaigns emphasize creativity, innovation, and
the idea that using their products makes you part of
a community of creative thinkers.
SIGNIFICANCE OF OPENNESS IN
RESPECT OF MARKETING
19. Competent
Orderly
Achievement oriented
Self disciplined
Example: Toyota's marketing often
focuses on the reliability and
durability of their vehicles, appealing
to conscientious consumers who
prioritize safety and long-term value.
SIGNIFICANCE OF CONSCIENTIOUS IN
RESPECT OF MARKETING
20. SIGNIFICANCE OF AGREEABLENESS IN
RESPECT OF MARKETING
Trusting
Straight Forward
Compliant
Modest
Tender minded
Scenario: A consumer with a high level of agreeableness is
shopping for a new car.
Consumer Behavior: In this case, the consumer may prioritize
the opinions and recommendations of friends and family when
making their purchase decision. They may be more influenced
by the feedback and experiences of others rather than solely
relying on expert reviews or technical specifications. The
consumer might visit multiple dealerships and engage in
conversations with sales representatives, giving them the
opportunity to build a rapport and establish a positive, agreeable
relationship.
21. Anxious
Angry
Depressed
Impulsive
Example: Johnson & Johnson's marketing for their baby
products often emphasizes safety, comfort, and care,
targeting parents who may have concerns about their
baby's well-being, aligning with the need for
emotional stability.
SIGNIFICANCE OF NEUROTICISM
IN RESPECT OF MARKETING
22. Assertive
Active
Excitement Seeking
Sociable
Example: Red Bull's marketing revolves
around extreme sports and high-energy
events, appealing to those with high
extraversion who seek excitement and
adventure.
SIGNIFICANCE OF EXTRAVERSION IN
RESPECT OF MARKETING
23. Product personality refers to the set of human traits and characteristics associated with a product or brand. It's about
giving products unique qualities, emotions and personalities to create a more relevant and engaging experience for
consumers.
This concept is often used in marketing and design to establish a unique identity for a product, making it more
memorable and appealing to potential customers.
An example of product personality is the Apple iPhone. Apple has successfully crafted a product personality for the iPhone
that includes traits like innovation, simplicity, and elegance. This is evident in the sleek and minimalist design of the iPhone,
its user-friendly interface, and the marketing messages emphasizing cutting-edge technology.
Apple's product personality positions the iPhone as a premium, aspirational product that appeals to consumers who value
sophistication and innovation. This personality has helped the iPhone maintain a strong and loyal customer base, with
people often feeling a personal connection to the brand due to its carefully curated personality traits.
24. M&M's, the colorful candy brand, uses product personification through its characters
like the "Red" and "Yellow" M&M's. Each character has its own unique personality
traits – Red is often depicted as confident and sarcastic, while Yellow is portrayed as a
more naive and friendly character. These personified characters have been featured in
M&M's advertising for years, creating a memorable and relatable image for the brand.
Consumers often associate the candies with the distinct personalities of these
characters, making M&M's a fun and enjoyable treat. This personification helps
strengthen the brand's identity and fosters a connection with consumers, influencing
their purchasing decisions.
Product personification can help consumers relate to and trust a brand, as they often
connect with products that exhibit personalities aligning with their own values, needs,
and preferences.