consumer behaviour study

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CB PRESENTATION

PREPARED BY – HARSHAL DOLAS – (35) MANAVJIT SINGH – (32)

MD. UMAR FAROOQUE – (47) PRAGYAN THAKURIA – (25)

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HIGHLY DOGMATIC CONSUMERS

• The advertisement is full of testimonials.

• The statement India’s no. 1 selling car has also been used as a testimonial.

• The ad. Is for dogmatic customers.

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CONTD.

The advertisement has 2 main features –

• The use of celebrity or authority figure in ths ad.

• The presence of nokia brand on the cover of the brand trust report.

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Consumers with high stimulation levels

• In this the consumers with high stimulation levels are willing to take risks to try new products.

• This new product ad. from KFC is directed towards the youth .

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CONTD.

• Consumers who are highly stimulated, tech savvy and have high purchasing power will find this ad. appealing.

• Even they don’t buy the product, they are willing to find more information.

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INNER DIRECT CONSUMERS WITH HIGH OSL

• These are more directed towards their inner values or standards in new products.

• They are likely to be innovators.

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CONTD.

• All parents want to raise their kids in a safe and secure environment but they cannot be there 24x7.

• This ad. capitalizes on this fact. The guidelines provided in the ad. assures parents about serendipity and security.

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CONSUMERS WITH HIGH NEED FOR COGNITION

• More interested in ads. , rich in product related info, their comparisons and descriptions.

• The ad of horlicks describes that horlicks drink to young ones to grow taller, stronger and sharper.

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CONTD.

• In this ad. Verizon wireless compares itself with AT&T and shows that it provides more 3G coverage. Thus making a cognitive consumer to change his network.

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Visualizers and Verbalizers• Consumers who prefer

visual information and products that shows the visual.

• Consumers who prefer verbal or written information and products.

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• Verbalizers are relatively simple ads. to convey a message to a very specific audience.

This flashy ad. uses

various effects to capture the attention of the audience.

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NEW AD. FOR DOGMATIC CONSUMER

• It makes use of two renowned celebrities. i.e. Hema Malini and Abhishekh Bacchan.

• Telling how to wash holi colours stain from clothes using surf-exel.

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NEW ADD FOR INNER DIRECTED CONSUMER WITH HIGH OSL

• Scarcity of time and the need to maintain a clean environment are the two problems that are advertised and indirectly rectified in this ad.

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NEW ADD FOR CONSUMER WITH HIGH STIMULATION LEVEL

• This ad. appeals to the high stimulation level customer. In most of the cases ad. Pertaining to foodstuff lead to impulse buying by the customer.

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NEW ADD FOR VISUALIZERS

• The liberal use of pictures and the scarcity of words, to promote the places and culture of india fortifies that this ad is a visualization.

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NEW AD FOR HIGH COGNITIVE CONSUMERS

• In ths ad. the deodrant compares itself to other brands by stating that it is eco- friendly, contains no alcohol and has less fumes.

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THANK YOU