Ppt of seminar 9(gp 4)
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The document discusses the changing role of children in family purchasing decisions. It notes that children now have more influence over purchasing decisions through tactics like "pester power" where they nag their parents to buy items. Marketers are directly targeting children through advertising and creating brand loyalty at a young age. However, there are also challenges for marketers around marketing to children ethically as they are exposed to thousands of commercials through various media. The emergence of children as decision makers in families offers both challenges and opportunities for companies to understand and target this new market segment.
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The document discusses several core concepts in marketing management including needs, wants and demands of consumers, marketing offers to satisfy consumer wants, the importance of customer value and satisfaction, and the difference between consumers and customers. It also defines marketing as a process of creating and exchanging value with others to satisfy human needs and wants. The goal of marketing is to attract new customers by promising superior value and retaining existing customers through satisfaction.
Ethics and societal marketing concept
Marketing ethics deals with the moral principles behind marketing operations and regulation. Societal marketing means satisfying customer needs in a way that enhances consumer and societal well-being, while achieving organizational objectives. Research shows that billions are spent annually marketing directly to children through TV, internet, and DVDs. Children influence over $600 billion in family purchases annually. Marketers view children as the future market and direct campaigns at them to build brand loyalty from a young age. Unethical practices include deceptive advertising, lack of pricing clarity, and targeting especially vulnerable groups like children and the elderly. The effects of marketing to children can include unhealthy consumerism, depression, anxiety, and low self-esteem.
Buyer behaviour
The document discusses the concept of buyer behavior and the factors that influence it, including cultural factors like culture and subculture, social factors like reference groups and family, and personal factors like age, occupation, and lifestyle. It also examines psychological factors affecting buyer behavior such as perception, motivation, beliefs, and attitudes. Understanding these influences on buyer behavior is important for marketers to better target customers and develop effective marketing strategies.
CONSUMER BEHAVIOUR
The document discusses models of consumer behavior that are used to understand how consumers make purchasing decisions. It defines consumer behavior models as frameworks that explain how consumers interact with the marketplace and respond to marketing activities. The summary also lists some key factors that influence consumer behavior, including cultural, social, personal, and psychological characteristics. Finally, it provides strategies for marketing to different types of consumers based on understanding their behaviors.
Consumer behaviour
This document provides an overview of key concepts related to consumer buying behavior. It discusses the stages of the consumer buying process, types of consumer buying behavior, and categories that affect consumer decisions. Specifically, it outlines the six stages of the buying process, describes four types of buying behavior based on involvement level, and explains how personal, psychological, and social factors influence what and how consumers purchase. These include demographic, motivational, attitudinal, and cultural influences. The document aims to help marketers better understand consumer decision making.
Consumer Behavior ....... Reserach 2009
The document discusses when and why marketers may consider using negative statements about their own products in advertising. It analyzes the psychological perspective behind negative marketing and how it can be a feasible strategy. Two case studies are presented: Nestle used negative marketing in a Yorkie chocolate bar campaign, and a Kodak printer ad also used ambiguous negative messaging. The impact of these campaigns and how negative statements can achieve marketing objectives like raising awareness are explored. Examples must illustrate the strategy's use and effects on brand consumption and image.
advertising tv
The document discusses the impact of TV advertisements on youth purchase decisions. It reviews literature that has examined the relationship between TV ads, celebrity endorsements, and consumer behavior. Several studies found that TV ads positively influence brand awareness and youth purchasing behaviors. Celebrities in ads can increase brand recall for youth. The literature review concludes that TV advertisements have a positive impact on youth trial and purchase of advertised products.
Ethical Concern in Advertising in Children
This document discusses ethical concerns regarding advertising to children. It notes that marketers spend billions targeting kids, who watch significant amounts of TV containing commercials. This can influence unhealthy behaviors like obesity from junk food ads. Issues include ads using psychology to manipulate kids, lack of understanding ads' true intent, and misleading/deceptive practices. Conflicts of interest may homogenize children into market segments against their real interests. Stricter rules are needed to reduce these impacts of advertising on children.
Consumer Behavior Guide
Cultural, social, personal, and psychological factors influence consumer behavior. There are four types of buying behaviors - complex, dissonance-reducing, habitual, and variety-seeking. The buyer decision process involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase decision. Understanding consumer behavior helps marketers improve strategies by learning how consumers think and are influenced.
Similar to Ppt of seminar 9(gp 4) (20)
Family Shopping- How are Choices Impacted by the Decision Making Processes of...
Family Shopping- How are Choices Impacted by the Decision Making Processes of...
Impact of Advertisement on Behaviour Of Children As Consumers
Impact of Advertisement on Behaviour Of Children As Consumers
3 module Marketing Management university of Mysore
3 module Marketing Management university of Mysore
(109) consumer buying behaviour analysis ah authors
(109) consumer buying behaviour analysis ah authors
A comparative study on consumer behaviour about colgate and pepsodent ...
A comparative study on consumer behaviour about colgate and pepsodent ...
Ppt of seminar 9(gp 4)
- 1. Role of children in family purchasing decision
- 15. Queries Please ….