ADVANCED ADVERTISING
Consumer Behavior
Consumer Behavior
The study of how people buy, what they buy, why they buy and when they buy.
It attempts to understand the buyer decision making process, both individually and in groups.
Consumer Audience
The people who buy or use products to satisfy needs or wants.
Types of consumers Those who buy the product Those who use the product
Target Audience Those individuals who will receive the
advertising message
Factors affecting consumer behavior
Cultural and social influences Culture Social Class Reference groups Family Demograhics Geography
Psychological influences Perception Learning Motives Attitudes Lifestyles
Cultural and social influences Culture
Based on norms and values Norms – boundaries a culture establishes for
behavior Values - broad preferences concerning
appropriate courses of action or outcomes
Directly influences buying behavior
Cultural and social influences Social Class
Determined by factors like income , wealth, education, occupation, family prestige, value of home, and neighborhood
It is assumed that people in one class buy different products than any other class for different reasons.
E.g Walls icecream vs Movenpick icecream
Cultural and social influences Reference Groups
Collection of people used as a guide for behavior in specific situations.
Reference groups have three functions They provide information They serve as comparison They offer guidance
Cultural and social influences Family
Family consists of two or more people who are related by blood, marriage or adoption and live in the same household.
Family helps develop a lifestyle (how you spend time and money and the kinds of activities you value)
Cultural and social influences Demographics
Are statistical, personal, social and economic characteristics of a population including Age Gender Education Income Occupation Race/ ethnicity
Cultural and social influences Geographic location
Difference in buying behavior exists between different regions
Buying behavior also differs urban areas and rural areas.
Psychological Influences
Perception The process by which we receive
information through our five senses and assign meaning to it. 3 sets of influences shape perception
The physical characteristics of the stimuli The relationship of the stimuli to the surroundings The person’s state of mind.
Some stimuli are selected over others Selective perception
Screening out some information that does not interest us and retaining that information that interests us.
Psychological Influences
Selective exposure Seeking information that is in line with our beliefs,
values, experiences, biases, attitudes.
Selective distortion Changing the meaning of information that is
conflicting with our beliefs
Selective retention The process we go through to retain information
Psychological Influences
A little exercise
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Activity - Perception
Write down the ads which you remember.
Write the reason for remembering every ad.
Discuss in class.
Psychological Influences
Learning Perceptions lead to learning We learn something that we perceive and
attach meaning to it. Cognitive learning
Perception -> Problem solving -> Insight Behavioral conditioning
Classic conditioning Pairing one stimulus with another that already is
associated with a response e.g. associating sound of bell with end of school day
Operant conditioning Voluntary occurrences of behavior that are then
rewarded , ignored or punished.
omore.flvknorr.flv
When you use a mobile while you drive, your head is somewhere else
Psychological Influences
Motivation and Needs Motive
An internal force that forces you to behave in a particular way.
Advertisers study buying motives.
Need Basic forces that motivate us to do something Primary needs: requirements to maintain life Secondary: Acquired needs in response to our
culture and environment. Needs change over time.
When did you last buy and why?
Psychological Influences
Attitudes A learned feeling you hold towards an object, a
person or an idea that leads to a particular behavior.
Attitudes are resistant to change.
Attitudes are learned, hence can be changed or replaced.
Attitudes may be positive or negative, weak or strong.
Psychological Influence
Lifestyle
The way a person spends his time and money and the activities he likes to perform.
Buyer decision process
Steps of decision making
Need Recognition Information Search Evaluation of alternatives Purchase Decision Post Purchase Evaluation