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Matakuliah :G0492/ English for Advertising

Tahun : 2005/2006

The Consumer Audience

Consumer Behavior Cultural and Social Influences on consumers Psychological Influence on Consumers The Decision Process

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Consumer Behavior

• The Consumer Audience

• The Target Market

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Defining Consumer

People who by or use products to satisfy

needs and wants.

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Scanning:Figure 4.1. The Relationship Between Effective Advertising and Consumer Behavior. Pg. 97

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Cultural and Social Influences on Consumers

• Culture

• Social Class

• Reference Groups

• Family

• Demographics

• Geography

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Scanning

• Figure 4.2. The Consumer Decision Process of the Target Market. Pg. 98

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Psychological Influences on Consumers

• Perception

• Learning

• Motivation and Needs

• Attitudes

• Lifestyle

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Scanning: Maslow’s Hierarchy of Needs

• Figure 4.7. pg. 112

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The Decision Process

• Need recognition

• Information search

• Evaluation of alternatives

• Purchase decision

• Post-purchase evaluation

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LOW INVOLVEMENT

Need Recognition

Evaluation of Alternatives

Purchase Decision

Post-purchase Evaluation

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HIGH INVOLVEMENT

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-purchase Evaluation