Consumer Behavior and

Marketing Communication
SAI KRUPA THOTA
III BBA
 What is consumer
Behavior???
How is it important for an organization???
Consumer Behavior
• Social psychology
• The behavior that consumers
display in while searching for, • Anthropology

purchasing, using, evaluating

• Economics
and disposing of products and
services that they expect will • Sociology

satisfy their needs • Psychology

Business-Consumer Communication
process
• Sender (Source)
• Encoding
• Receiver
• Decoding
• Feedback
Marketing Communication!!
What is it?
Benefits of Marketing Communication
• Building and maintaining relationships
• Facilitates innovation when marketing
• Enhancing transparency
• Overcoming marketing obstacles
• Establishing professionalism while marketing
 How marketing
communication is linked to
Consumer Behavior?
Hierarchy of stages that a consumer goes through
during marketing communication
Lack of awareness

Creating awareness

Knowledge

Liking

Preference

Conviction

Purchase
 Unique ways of
communicating with
consumers
Stats of 2020 research
• 67% - Felt ads are very repetitive

• 44% of those 67%, wants not to use the brand cuz ads annoy a lot

• 68% felt that some brands were creative, but are irrelevant to the
needs

• 60% of people want to see innovative ads even if they of no use.

 Integrated Marketing
Communication (IMC)
And what is Traditional Marketing???
Traditional marketing
IMC

• IMC is something that to involve various channels, and have to align

the core marketing message and communicate effectively with the
customers. The various channels usually involve SEOs, E-mail
marketing, Traditional marketing approaches, etc.
How is IMC with CB??
Survey on consumer Trust on comm. media
SOCIAL NETWORKING SITES

26%
Trust
38% Don't trust much
Never trust

36%
Survey on consumer Trust on comm. media
Online news papers & magazines

30%
Trust Don't trust much

47%

Never trust

23%
Survey on consumer Trust on comm. media
Printed news papers & managizes

18% Trust

Don't trust much

19%
63% Never trust
Survey on consumer Trust on comm. media
TV & Radio

16%
Trust

14%
Don't trust much

70% Never trust

Significance of Marketing
Communication on CB
 STDC Model
See – Think – Do –Care
(To know how a consumer behaves while buy something on online)
STDC Model
• The stage of SEE, ensures presenting the product to a potential
customer on online.
• The stage of THINK supports the consumer thinking about the
product, e.g., looking for information on the product, comparing
prices, etc.
• The stage DO, will convince the consumer to buy a product, to which
online forms of marketing communication will mostly happen.
• The final stage CARE is about contacting the existing customers and
knowing their feedback, presenting them with options of various
other products, etc.
How has pandemic affected Consumer
Behavior?
• Reinforcing positive new beliefs

• Shaping emerging habits with new products

• Sustain new habits, using contextual cues

• Align Messages to Consumer mindsets

• Analyse consumer beliefs and behaviour at granular level

Thank you
Sai Ram!!