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

Psychological influences

Culture Social Class Reference groups Family Demograhics Geography

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 persons 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.

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