This slides presents the overview of consumer regarding advertisement. it tells which factors forced the consumer towards advertisement for buying anything.it makes the picture clear about information search & purchasing behaviour
2. Perspective on Consumer Behaviors:
An average American :
136,692,500 ad in various form
2 million TV commercial
Consumer Behavior:
It is a process & activities people engage in when
searching for selecting, purchasing, evaluating &
disposing the product & services to satisfy their
needs
4. .
. Need Recognition
Information Search
Cultural, Social,
Individual and Evaluation
Psychological of Alternatives
Factors
affect
Purchase
all steps
Postpurchase
Behavior
4
5. Stages in the consumer decision making process &
relevant psychological processes:
consumer decision---------- Psychological Process
⢠Problem Recognition ::::::::::: Motivation
⢠Information Search:::::::::::::::Perception
⢠Alternative Evaluation:::::::::: Attitude Formation
⢠Purchase Decision:::::::::::::::: Integration
⢠Post purchase Evaluation::::::Learning
7. Problem Recognition:
There are following source
⢠Out of Stock
⢠Dissatisfaction
⢠New Needs & Wants
⢠Related product Purchase
⢠Market Induced recognition
⢠New Product
12. The Selective Perception Process
⢠Selective Exposure
⢠Selective Attention
⢠Selection Comprehension
⢠Selection Retention
13.
14. Alternate Evaluation
All available brands
Brand A Brand B Brand C Brand D Brand E
Brand F Brand G Brand H Brand I Brand J
Brand K Brand L Brand M Brand N Brand O
Evoked Set of Brands
Brand E
Brand F
15. Attitude Formation:
It can be judge by following process
⢠Individual
⢠Ads
⢠Media
⢠Retailers
⢠Organization
⢠Product Brand
⢠Company
17. Purchase Decision:
After having deep thinking finally consumer
decide to purchase the goods of his choice.
The final decision may varies due to following
reason
⢠Brand
⢠Price
⢠Satisfaction
18.
19. Post Purchase Evaluation:
Now it is the time to reevaluate the things.
Consumer deeply thinks about product or
services after using it & finally reach to
following option
⢠Satisfaction
⢠Dissatisfaction
⢠Cognitive Dissonance
20. External Influences in Consumer Behavior:
Following factor may influence
⢠Culture
⢠Subculture
⢠Social Class
⢠Reference Group
⢠Situational Determinants