, the ones who are regular consumers of expensive brands of ice cream.
This segment comprises of people whose primary focusis on an international brand of high quality standards.
Factors affecting consumer purchasing:
Advertisements (Television, newspaper, magazines, billboardsetc.)
Public relationTo summarize the effects on consumer purchasing process, these are thefour main factors that affect the buying behavior of the buyer.
, oneof the most common and effective way to influence the purchaser of aparticular product is through advertisements. These may includeadvertising on television, radio, billboards, newspapers, magazines etc....Each type is effective in its own way but since our main focus is segment‘A’, hence we will concentrate more on television and magazines.Advertising on television is a good idea as the upper class spends a lot of time watching television as well as reading ‘INs’ and ‘OUTs’ in the leadingmagazines.
, important factor is the influence of family and friends(peer pressure), as it plays a major role in the decision making process of the purchaser.
also play a key role as it persuades theconsumer to go for that particular product as the product might bepresented in a way that makes the consumers believe that the product isan essential part of their life style.