The document discusses consumer behavior and advertising strategies used by companies. It explains that consumer behavior research attempts to understand how and why people make purchasing decisions. Companies use advertising to influence consumer attitudes and persuade people to buy their products. The document provides examples of advertising budgets for companies like Microsoft, Coca-Cola, and Starbucks. It also outlines strategies used by companies like Cadbury and Bournvita to target different consumer groups and understand their motivations. Qualitative and quantitative research methods are discussed for studying consumer behavior.

1. Presented by

2. CUSTOMER BEHAVIOUR &
ADVERTISING

3.  “CONSUMER BEHAVIOUR is the study of how,
why & what people do when they buy products or
avail of some services. It attempts to understand
the buyer decision making process ,both individually
& in groups.”

4.  By 4P’s model
PRODUCT PLACE
PRICE PROMOTION

5.  Advertisement are the life line of
companies. It persuades customers to
buy their products , everyone can use
advertisement that can influence
consumer’s attitude to buy a product.

6.  Microsoft – more than 20 percent of their
annual revenue or $11.5 billion
 Coca-Cola – more than $2.5 billion
 Yahoo – more than 20 percent of their
annual revenue or $1.3 billion
 eBay – 14 percent to 15 percent of its
revenue – which was $871 million, much of
that to advertise on Google
 Google – In the millions rather than
billions of dollars – with $188 million
 Starbucks – $95 million

7.  The companies collets all the relevant data
from various sources
 They make the profiles of buyers to find the
common group for communication
 after that they target there market in which
they want to go.

8.  Bournvita has employed a brilliants
advertising & branding strategies to influence
consumer behavior in order to continue to
enjoy and maintain market leadership in the
energy drink market.
 Cadbury concentrated on the relationship of
mother and child,

11.  Recognizes the drive
 Developed scientific advertising
 Deals with human behavior
 Understanding personalities of target
consumers

12.  Cadbury’s new advertisement campaign is
doing the rounds over the television.
“Meetha hai khana,aaj pehli tareek hai” is
the tagline that the chocolate-giant has
come out with. It tries to bring forth the
excitement, which lies in the minds of the
general public as they wait for the first
date of each month on the calendar. The
monthly salary stashed in their hands
enables them to celebrate and rejoice by
spending it on Cadbury’s Dairy Milk.

13.  Cadbury strategies went through a
considerable change. It now catered
from children to adults and from
chocolate to mithai. As the tagline goes
“Khane walon ko kahne ka bahana
chahiye”.

14.  Later came the campaigns of “Pappu
paas ho gaya” acknowledged the market
potential for college-going youth. The
treats for passing exams were now a
Cadbury instead of a mithai.

15.  With Kuch Meetha Ho Jaye, we knew
Cadbury’s was now a desert craving as
well as a popular gift-item for festivals
such as Raksha Bandhan and Diwali.

16.  In the analysis of consumer behaviour
there are two types of information are
collected for study,
1. Quantitative
information(age,sex,eduaction &
income)
2. Qualitative information(why,when,from
where)

17.  Motivational analysis means the
collection of qualitative information
regarding the behavior of consumer. It
include the study of feelings & attitude
of consumers.
 Motivational analysis is a form of
market research that attempts to
discover the deepest reasons why
people buy

18.  Use of experience & knowledge of
marketing executives
 Questionnaire techniques
 Interview techniques
 Projective or situational techniques

19.  A business lingo for the way that we describe
the value of our goods , services or company
To someone else.
In simple terms value propositions are aimed at
potential buyers to convince them to choose
our company or product from the vast ocean
of consumer choices.

20.  Target segments
 Focal customers benefits
 Resources to deliver the benefits package in a
superior manner to competitors.

21. ?