Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Advanced advertising consumer behavior

Advanced Advertising

  • Identifiez-vous pour voir les commentaires

Advanced advertising consumer behavior

  1. 1. ADVANCEDADVERTISINGConsumer Behavior
  2. 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. 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. 4. Factors affecting consumerbehavior Cultural and social  Psychological influences influences  Culture  Perception  Social Class  Learning  Reference groups  Motives  Family  Attitudes  Demograhics  Lifestyles  Geography
  5. 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. 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. 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. 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. 9. Cultural and social influences Demographics  Arestatistical, personal, social and economic characteristics of a population including  Age  Gender  Education  Income  Occupation  Race/ ethnicity
  10. 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. 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. 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
  13. 13. Psychological Influences A little exercise
  14. 14. Activity - Perception
  15. 15. Activity - Perception
  16. 16. Activity - Perception
  17. 17. Activity - Perception
  18. 18. Activity - Perception
  19. 19. Activity - Perception
  20. 20. Activity - Perception
  21. 21. Activity - Perception
  22. 22. Activity - Perception
  23. 23. Activity - Perception
  24. 24. Activity - Perception
  25. 25. Activity - Perception
  26. 26. Activity - Perception
  27. 27. Activity - Perception
  28. 28. Activity - Perception
  29. 29. Activity - Perception
  30. 30. Activity - Perception
  31. 31. Activity - Perception
  32. 32. Activity - Perception
  33. 33. Activity - Perception
  34. 34. Activity - Perception
  35. 35. Activity - Perception Write down the ads which you remember. Write the reason for remembering every ad. Discuss in class.
  36. 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. 37. When you use a mobile while you drive, your head is somewhere else
  38. 38. 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.
  39. 39. When did you last buy andwhy?
  40. 40. 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.
  41. 41. Psychological Influence Lifestyle  The way a person spends his time and money and the activities he likes to perform.
  42. 42. Buyer decision process Steps of decision making  Need Recognition  Information Search  Evaluation of alternatives  Purchase Decision  Post Purchase Evaluation

×