CONSUMER BEHAVIOUR

1. Communication and its influence
in Consumer Behaviour
Presented By:
Deepika Broca (10-MBA-13)
Dinesh Bargotra (12-MBA-13)
Mehak Gupta (22-MBA-13)
Surbhi Safaya (51-MBA-13)

2. • The transmission of a message from a sender to
a receiver via a medium of transmission. Communication :
• refers to the buying behavior of final consumers
(individuals & households) who buy goods and
services for personal consumption.
Consumer
Behaviour:

3. Elements of the Communication Process
• The Message Initiator (the Source)
• The Sender
• The Receiver
• The Medium
• The Message
• The Target Audience (the Receivers)
• Feedback - the Receiver’s Response

4. Basic Communication Model
■ The Communication Process
Source Encoding Message Medium Decoding Receiver
Feedback

5. Factors Affecting Communication Process
• Characteristics of the source
• Message characteristics
• Characteristics of the receiver
• Characteristics of the medium

6. Characteristics of the source
• Credibility of Informal Sources
• Includes word of mouth
• These sources also called opinion leaders
• Informal sources may not always be credible
• Credibility of Formal Sources
• Neutral sources have the greatest credibility
• Source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers,
social responsibility
• Institutional advertising used to promote favorable company image
• Source Credibility
• Reputation of the retailer
• Consumer’s previous experience with product
• Reputation of the medium

7. Credibility of Spokespersons and Endorsers
• Effectiveness related to:
• The message
• Synergy between endorser and type of product
• Demographic characteristics of endorser
• Corporate credibility
• Endorsement wording
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8. Characteristics of the Medium - Newspaper
• Access to large audiences
• Effective for local reach
• Flexible
• Fast
• Feedback possible through coupon
redemption, etc.
• Not selective
• Short message life
• Clutter
• Cost varies based on ad size and
vehicle circulation

9. Characteristics of the Medium - Magazines
• Highly selective
• Selective binding possible
• High quality production
• High credibility
• Long message life
• High pass along rate
• High clutter
• Delayed and indirect feedback
• Rates vary based on circulation and
selectivity

10. Characteristics of the Medium - Television
• Large audiences possible
• Appeals to many senses
• Emotion and attention possible
• Demonstration possible
• Very high costs overall
• Long lead time
• High clutter
• Short message life
• Viewers can avoid exposure with
zapping
• Day-after recall tests for feedback

11. Characteristics of the Medium - Radio
• High geographic and demographic
selectivity
• Audio only
• Relatively inexpensive
• Good local coverage
• Short exposure time
• High clutter
• Zapping possible
• Delayed feedback through day-after
recall tests

12. Characteristics of the Medium - Internet
• Potential for audience selectivity
• Customized tracking possible and
other feedback tools possible
• Useful for branding and
reinforcement of messages
• Demographic skew to audience
• Very high clutter
• Zapping possible
• Great variation in pricing
• Privacy concerns

13. Characteristics of the Medium –
Direct Mail
• High audience selectivity
• Personalization possible
• Novel, interesting stimuli possible
• Low clutter
• Perception of junk mail
• Feedback possible through
response

14. Characteristics of the Medium – Direct Marketing
• Development of databases
• High audience selectivity
• Relatively free of clutter
• Privacy concerns
• Measurable responses
• Cost per inquiry, cost per sale,
revenue per ad can be calculated

15. Characteristics of the Target Market
• Personal characteristics and comprehension
• Involvement and congruency(the quality of agreeing)
• Mood
• Barriers to communication
• Selective exposure to messages
• Psychological noise

16. Sleeper Effect
• The idea that both positive and negative credibility
effects tend to disappear after a period of time.
Sleeper
Effect

17. Communication and Marketing Strategy
• Establish communication objectives
• Select target audience
• Choose the best media
• Develop suitable message strategies
• Match message with audience characteristics
• Develop suitable message structure, presentation
• Develop suitable message appeals
• Reduce barriers to effective communication
• Measure effectiveness of marketing communications
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18. Designing Persuasive Communications
• Message Presentation
• Resonance
• Message Framing
• Comparative advertising
• One-sided Versus Two-sided Messages
• Order Effects

19. Designing Persuasive Communications
• Message Presentation
• Resonance
• Message Framing
• Comparative advertising
• One-sided Versus Two-sided Messages
• Order Effects

20. Designing Persuasive Communications
Message Structure and Presentation
• Resonance
• Message framing
• Comparative advertising
• Order effects
• Wordplay
• Used to create a double
meaning when used with
a relevant picture

21. Message Structure and Presentation
• Resonance
• Message framing
• Comparative advertising
• Order effects
• Positive framing
• Negative framing
• One-sided vs. two-sided

22. Positive Framing in Fair & Lovely Ad

23. Message Structure and Presentation
• Resonance
• Message framing
• Comparative advertising
• Order effects
• Marketer claims product
superiority over another
brand
• Useful for positioning

24. Comparative
ad scenario
between
•Jet Airways
•GoAir and
•KingFisher
Airlines

25. Dove in a comparative ad against Pantene

26. Advertising Appeals
• Fear
• Humor
• Abrasive advertising
• Sex in advertising
• Audience participation

27. Fear Appeal
BMW

28. Impact of Humor on Advertising
• Humor attracts attention.
• Humor does not harm comprehension.
• Humor is not more effective at increasing persuasion.
• Humor does not enhance source credibility.
• Humor enhances liking.
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29. • Humor that is relevant to the product is superior to humor that is unrelated to the
product.
• Audience demographic factors affect the response to humorous advertising
appeals.
• The nature of the product affects the appropriateness of a humorous treatment.
• Humor is more effective with existing products than with new products.
• Humor is more appropriate for low-involvement products and feeling-oriented
products than for high-involvement products.
8-29

30. THANK YOU
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