Consumer Communication

Process
D.ASHOK
VITBS
 Elements of Communication Process

• Communication Process is the method of

deliberation of message from Marketers to
customers
• The purpose of communication process is to
improve : Awareness, business process
improvement, and customer feedback.
• Communication Process may be of two types:
Direct or Indirect.
 Elements of Communication Process

• Direct methods: Face to Face to

communication, Personal selling approach and
Call Canters & Front office.
• Indirect Methods : Media communication, and
feed back mechanism.
• COMMUNICATION PROCESS INVOLVES:
SENDER, ENCODE, MESSAGE, MEDIA, DECODE
AND FEEDBACK.
 Elements of the Communications Process
• Elements of the Communications Process
• The Message Initiator (the Source)
• The Sender
• The Receiver
• The Medium
• The Message
• The Target Audience (the Receivers)
• Feedback – the Receiver’s Response
• Medium can be:
• Impersonal (mass media)
• Interpersonal (with salesperson or a friend)
• Interactive (direct feedback possibility exists)
 Diffusion Process
Diffusion is the process by which a new idea or new product is accepted by the market.
The rate of diffusion is the speed with which the new idea spreads from one consumer to
the next.
Adoption Process