advertising and consumer behaviour. advertising: according to wheeler, “advertising is any form of...
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Advertising and
Consumer behaviour
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Advertising:According to Wheeler,
“Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducing people to buy.”
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Elements of advertisingTrialContinuityBrand switchSwitching back
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consumer
behaviour
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Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.
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Elements of consumer behaviour :
Who BuysWhen do consumers buy
How consumers buyFrom where do consumers buy
Why do consumers buy
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Factors Affecting Consumer behaviour
Economic factors1. Personal
income2. Family
income3. Expected
income4. Discretionary
income5. Liquid assets
with consumer
6. Disposable income
7. Consumer credit
Socio-cultural factors1. Family2. Social class
and caste3. Reference
groups4. Culture5. religion
Psychological factors
1. Individual needs2. Image3. Attitude4. Learning5. Personality and
life style
Personal factors
1. Age2. Education3. Occupation4. sex
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Impact of advertising on consumer behaviour:
Advertising persuades the audience of usefulness of the product and makes them feel the need to have the product . effective advertisement creates demand and makes the person go to shop and buy the product.
It promotes new uses of the product and helps in understanding the methods of using it.
Attracts customers with special offers like festival discounts, stock clearance sales etc.
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Comparative advertising creates brand preference.
It reminds the consumer about the product and thereby induces them to repurchase order
It provides information about availability of products , method of using product etc.
It overcomes the dissonance of customers.
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Importance of study of consumer behaviour in advertising
Helps in selecting message contentHelps in selecting message source person
Helps in selecting media and media mix
Helps in deciding media schedulingHelps in understanding buying motives
Effective advertising campaign
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Buying process:
NEED AROUS
AL
SEARCH FOR
INFORMATION
EVALUATION OF VARIOUS ALTERNATIVES
PURCHASE
DECISION
POST PURCHASE BEHAVIOU
RBUYING
PROCESS