Advertising and consumer behaviour

Meaning of consumer behaviour

Consumer behaviour is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services Before preparing an advertising plan the advertiser must be aware of pattern of consumer behaviour

Elements of consumer behaviour

Who buys When consumers buy How consumers buy From where do consumers buy Why do consumers buy

Factors affecting consumer behaviour

Economic factors Socio cultural factors Psychological factors Personal factors

Economic factors
Personal income Family income Expected income Discretionary income Liquid assets with consumers Disposable income Consumer credit Govt Policy

Socio cultural factors

Family Social class Reference groups Culture Religion

Physiological factors
Individual needs Image Attitude Learning Personality and lifestyle

Personal factors
Age Education Occupation Gender

Importance of study of consumer behaviour in Advertising

Helps in selecting message content Helps in selecting message source person Helps in selecting media and media mix Helps in deciding media scheduling Helps in understanding buying motives Effective advertising campaign

Buying process
Need arousal Search for information Evaluation of various alternatives Purchase decision Post purchase behaviour

Buying motive and advertising

Convience and comfort Physiological motives Social motives Esteem motives Curiosity Economy Fashion Love and affection

Health Durability Credit motives After sales service motive Sex and romance

Features of Organizational buying behaviour

It is more rational than individual buying behaviour It is featured by large scale buying Many persons are involved in organizational buying process Many persons are involved It is time consuming affair There is more extensive contact between seller representative and organizational buyer

 Organizational buying behaviour is more complex The buying process is also different

Consideration while advertising

Advertising for organisational buyers is usually done through industrial ad agencies The ad message may include technical words, signs, symbols Rational appeal should b given in the advertisement The message source should be expert, technician rather than glamorous model Ads should be given in trade/ professional journals

Difficulties in study of buying behaviour

Dynamic and not static Multiple factors Difficulties with sampling method of studying buying behaviour Number of selected consumers may be insufficient Selected samples may not be representative of whole buyer group

Wrong sampling method Wrong response given by buyer Lack of experience Costly