Importance Of Consumer Behaviour In Advertising

Importance Of Consumer Behaviour In Advertising – Consumer behavior is the study of consumer behavior as they search for, purchase, use, evaluate, and dispose of products and services that may meet their needs. It helps marketers understand the consumer decision-making process.

Consumer behavior is defined and explained in detail as “the actions people take when purchasing, consuming, and disposing of products and services.”

Importance Of Consumer Behaviour In Advertising

Definition of Consumer Behavior Consumer behavior is the process by which individuals decide what, when, where, how, and from whom to purchase goods and services. walter and paul

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Consumer behavior is “the dynamic interplay of cognition, behavior, and environmental events as people conduct the exchange aspects of their lives.” American Marketing Association (AMA)

Consumer behavior refers to the behavior and decision-making process of people who purchase goods and services for personal consumption. Peter D. Bennett (ed.) Marketing Terminology Dictionary 2nd edition 1995

Consumer behavior refers to “the mental and emotional processes and observable behaviors of consumers after searching for, purchasing, and consuming products and services.” James F. Engel, Roger D. Blackwell, Paul W. Miniard, Consumer Behavior (1990)

“Consumer” broadly refers to any person who engages in the activities used in the definition of consumer behavior (evaluating, acquiring, using, or disposing of goods and services).

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Consumer behavior is the decision-making process and physical activity by which individuals evaluate, purchase, use, or dispose of goods and services.

There are two main factors in the selection process, and there is considerable variation depending on level.

Customer involvement in purchasing activities is high and customers cannot find significant differences between substitute products.

Consumers are very curious and don’t know the difference between alternative brands. Consumers are very curious and don’t know the difference between alternative brands.

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In this case, the buyer develops beliefs about the product or service, then forms a set of attitudes toward the product, and finally makes an informed choice. This is true if the product is expensive, rare, risky, or assertive.

This type of behavior is seen when consumers have low engagement behaviors, but there are significant differences between brands.

This type of behavior is seen when consumers have low engagement behavior but no or little brand differentiation.

In the consumer purchase process, a buyer typically goes through five distinct stages: recognition of a need or problem, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

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Need recognition is most likely to occur when consumers are faced with a “problem.” The purchasing process begins when consumers realize that there is a significant discrepancy between their current satisfaction state and their consumption expectations.

Inevitably, consumer behavior is based on the information available from different sources (personal, public, commercial, experiential sources) about different stimuli, i.e. products and services in this case, for further processing and decision making. This leads to the collection of information.

Finally, the consumer makes a purchasing decision. The purchase decision he makes will be one of three. Don’t buy, buy later, buy now.

There is no purchase that takes the consumer to the problem recognition stage. Postponing a purchase may be due to decreased motivation or changes in personal and financial circumstances. If a positive attitude is formed towards the decided alternative, the consumer will make a purchase.

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Post-purchase behavior refers to consumer behavior after committing to using a product.

Therefore, post-purchase behavior leads to three situations. In other words, customers are satisfied. Customers are happy, customers are dissatisfied.

Consumer behavior is influenced not only by the consumer’s personality and motivations, but also by the various actors in the purchasing process. Consumer decision-making is a complex process.

To understand how consumers actually make purchasing decisions, it is important for marketers to identify who made the decisions and who gave their opinions. Various parties are involved in the purchasing process and their roles are explained as follows:

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An initiator is someone who realizes a need or want is not being met and initiates a purchase. An initiator is someone who first identifies an existing problem or need that can be solved by a purchase.

For example, in a family, the initiator may be a housewife. As she is a housewife, she knows what is needed in a household.

An influencer is someone who influences the purchase decision, actual purchase, or use of a product or service. Influencers can be technical experts, consultants, or people who contribute to purchasing decisions. For example, a salesperson can influence you to buy a product.

A gatekeeper is someone who influences information processing. Gatekeepers may have more experience in obtaining and evaluating information.

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Decision makers may not have formal authority to make purchasing decisions, but they do have sufficient input into the decision-making process to purchase a product or service. Decisions are made by those who check what to buy, how to buy, when to buy, and where to buy.

For example, in a family, it is usually the head of the family who agrees to the purchase.

A buyer is a person who engages in the physical activity of purchasing and makes the final transaction or exchange. Buyers can agree to the price at the time of purchase.

For example, a housewife might be the shopper who actually buys all the food, provisions, and household goods for her family.

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They are the ones who benefit from the resulting product/service. For example, a family member who uses or consumes a particular product or service.

Frameworks are being developed to solve various problems related to consumer behavior and to understand consumer behavior. This framework is commonly known as the 7 O framework and is used to understand consumer behavior.

Consumer decision-making process describes the internal processes and behavior of individuals when making decisions about products and services.

Culture: The set of basic values, beliefs, aspirations, and behaviors that members of a society have learned from their families and other important institutions.

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Consumers live in a complex social and cultural environment. The types of products and services they purchase can be influenced by the overall cultural background in which they grow up and become individuals.

Social factors, on the other hand, reflect a continuous and dynamic influx of individuals learning different meanings of consumption. Below are some important social factors.

A person’s consumption behavior is shaped by his or her personal characteristics. Important personal factors include:

Psychological factors also influenced consumers. Internal psychological factors also drive the decision-making process. These factors influence the reason or “why” of the purchase.

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It is important for marketers to study consumer behavior. It helps marketers study and understand consumer behavior.

Consumer behavior research helps identify unmet consumer needs and desires. This requires assessing general market trends, consumer lifestyles, income levels, and emerging influences.

A review of market opportunities can help identify distinct consumer segments, often with very different wants and needs. By identifying these groups and knowing how they behave and make purchasing decisions, marketers can develop and market products/services specifically tailored to consumers’ wants and needs. You will be able to do it.

For example, an FMCG company conducted a consumer behavior survey and found that more existing and potential shampoo users preferred a small bottle of hair shampoo, which contains enough for one or two washes, to a larger bottle of hair shampoo. I found that I prefer to buy packages for the price. Based on this research, the company introduced shampoo packs to strengthen its market position.

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Organizations focus not only on customer acquisition but also on customer retention. Customer retention is the process of retaining existing customers by meeting their needs and even exceeding their expectations. Consumer behavior research helps turn casual customers into loyal customers.

Consumer behavior emphasizes the dynamic nature of the market. This helps managers act dynamically and proactively to satisfy consumers ahead of competitors. If an organization cannot keep up with current market trends, it will be difficult to survive in the industry.

Once unmet needs and desires are identified, organizations must evaluate the appropriate combination of product, price, distribution, and promotion. In this context, the study of consumer behavior is of great importance for solving many complex problems.

The study of consumer behavior helps managers make organizational efforts consumer-oriented. Optimal use of resources for maximum efficiency.

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With the onset of globalization, customers have a wider range of choices than in the pre-1991 era. Therefore, in order to satisfy the various desires of customers, it is helpful for marketers to study customer behavior.

For example, in the current scenario, customers can choose from various car manufacturers such as Hyundai, Honda, Mercedes, and BMW. Each car manufacturer uses specific customer segments.

Consumers choose a variety of products that reflect their specific needs, personalities, and lifestyles. By studying consumer behavior, organizations can meet specific needs.

For example, when Onida 21 was first introduced, it was advertised on television for an “elite” audience. Similarly, Maggie introduced tomato sauce and emphasized, “It’s different.”

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Consumer behavior research helps identify consumer behavior

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