1. advertiser makes
Presented by: Nishna Sathyan, K.M

4. 1. Consumer as decision maker
2. Consumer as social being

5. Four basic stages of consumer decision making
1. Need recognition
2. Information search and alternative evaluation
3. Purchase
4. Post purchase use and evaluation

6. • Need states arises when ones desired state of affaires differs from one’s
actual state
• When a current product isn’t performing properly
• When the consumer is running out of a product
• When another product seems superior to the one currently used

7. • Extensive information search and careful evaluation of
alternatives prior to purchase

8. • Internal search
• External search

9. Total set awareness set consideration set choice set decision
Head&shoulders Head&shoulders Head&shoulders ?
Clear Clear Clear Head&shoulders
Dove Dove Dove Clear
Himalaya Pantene Pantene Dove
Pantene Sunsilk
Sunsilk Loreal
Loreal Garnier
Garnier Himalaya
Nizoral
Asda
Elvive
…….

12. Psychological discomfort caused by inconsistencies among a
person’s beliefs, attitudes, and actions
Varies in intensity based on importance of issue and degree of
inconsistency

14. Culture is what people do, or “the total life ways of a people,
the social legacy the individual acquires from his group”

15. • Defining expression of culture

16. Often-repeated formalized behaviors involving symbols
Rituals are the core element of culture

17. Persons relative standing in a social system produced by
systematic inequalities in thing such as income, wealth,
education, power and status

19. • Social expression of sexual biology

21. ‘Don’t simply waste money, first know your consumer and
make advertisements which touches their soul…’

22. • Thomson, C(2007) ‘Advertising & Integrated Brand
Promotion’, Akash Press, New Delhi.
• http://wikipedia.org/