2. 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.
3. 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
4. Factors affecting consumer
behavior
Cultural and social Psychological
influences influences
Culture Perception
Social Class Learning
Reference groups Motives
Family Attitudes
Demograhics Lifestyles
Geography
5. 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
6. Cultural and social influences
Social Class
Determined by factors like income , wealth,
education, occupation, family prestige, value of
home, and neighborhood
Itis assumed that people in one class buy
different products than any other class for
different reasons.
E.g Walls icecream vs Movenpick icecream
7. 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
8. 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.
Familyhelps develop a lifestyle (how you spend
time and money and the kinds of activities you
value)
9. Cultural and social influences
Demographics
Arestatistical, personal, social and economic
characteristics of a population including
Age
Gender
Education
Income
Occupation
Race/ ethnicity
10. Cultural and social influences
Geographic location
Difference in buying behavior exists between
different regions
Buying behavior also differs urban areas and rural
areas.
11. Psychological Influences
Perception
Theprocess 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.
12. 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
35. Activity - Perception
Write down the ads which you remember.
Write the reason for remembering every ad.
Discuss in class.
36. 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.
37.
38.
39. When you use a mobile while you drive, your head is somewhere else
40. 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.
42. 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.
43.
44. Psychological Influence
Lifestyle
The way a person spends his time and money
and the activities he likes to perform.
45. Buyer decision process
Steps of decision making
Need Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Post Purchase Evaluation