Consumer Behaviour and Marketing Communication

CONSUMER BEHAVIOUR AND

MARKETING COMMUNICATION

ANTIM PRAHAR

The Most Important Questions

By
Dr. Anand Vyas
1 Interrupts in buying process & their effects,
Customer involvement,
Stage 1 − Needs / Requirements
Stage 2 − Information Search
Stage 3 − Evaluation of Alternatives
Stage 4 − Purchase Decision
Stage 5 − Post-Purchase Behavior
2 Reference Groups
• Every consumer prefers to evaluate his opinion based on the comparison of
opinions of others. Moreover, consumers are influenced by people that
they come in contact with or what they observe.
• Consumer reference groups are groups that serve as frames of reference
for individuals in their purchase decisions.
• (1) Friendship groups
• (2) Shopping groups
• (3) Work groups
• (4) Virtual groups or communities; and
• (5) Consumer action groups.
3 Consumer Perception
Consumer Perception is a marketing concept that tells us what
Consumer think about a brand or a company or its offerings. It can be
positive or negative feelings, perceptions, inhibitions, predispositions,
expectations or experiences that a customer has.
A marketing concept that encompasses a customer’s impression,

awareness and/or consciousness about a company or its offerings.
Customer perception is typically affected by advertising, reviews, public
relations, social media, personal experiences and other channels.
4 The Role of Marketing Communication
• The Marketing Communication refers to the means adopted by the companies to convey
messages about the products and the brands they sell, either directly or indirectly to the
customers with the intention to persuade them to purchase.
• In other words, the different medium that company adopts to exchange the information
about their goods and services to the customers is termed as Marketing Communication
• (i) To Increase Awareness

• (ii) To Change Attitudes
• (iii) To Influence Purchase Intent
• (iv) To stimulate Trial Purchase
• (v) To Drive Brand Switching
5 Explain Communication Mix & Managing the IMC Process (
Process of Integrated Marketing Communication (IMC))
• Integrated marketing communications (IMC) is an approach used by
organizations to brand and coordinate their communication efforts.
• Get organizational buy-in
• Do a SWOT analysis of your brand
• Choose the Best Communication Tools
• Test and Execute
• Measure Results and Track Progress
6 Developing the Advertising Campaign:
Message Strategies,
• Advertising campaigns are the groups of advertising messages which
are similar in nature. They share same messages and themes placed
in different types of medias at some fixed times. The time frames of
advertising campaigns are fixed and specifically defined.
• Inform people about your product

• Convince them to buy the product
• Make your product available to the customers
7 Steps involved in media planning
1. Know Your Target Audience
2. Define Your Goals
3. Use Smart Tools for Media Planning
4. Determine the Perfect Media Mix
5. Execute Your Media Plan
8 Buzz Marketing and Viral Marketing
• Marketing buzz or simply buzz a term used in viral marketing is the
interaction of consumers and users of a product or service which
amplifies or alters the original marketing message. This emotion, energy,
excitement, or anticipation about a product or service can be positive or
negative. Buzz can be generated by intentional marketing activities by the
brand owner or it can be the result of an independent event that enters
public awareness through social or traditional media such as newspapers.
• Viral Marketing is any marketing technique that induces websites or
users to pass on a marketing message to other sites or users, creating a
potentially exponential growth in the message’s visibility and effect.
9 Ethical Advertisement
• Truth in Advertising
• Advertising to Children
• Advertising Harmful Products
• Effect on Our Value System
10 Marketing Communication Budget.
(Advertisement budget)
• An advertising budget is an estimate of a company’s promotional
expenditures over a certain time period. More importantly, it is the money a
company is willing to set aside to accomplish its marketing objectives. When
creating an advertising budget, a company must weigh the value of spending
an advertising dollar against the value of that dollar as recognized revenue.
• An advertising budget is part of a company’s overall sales or marketing

budget that can be viewed as an investment in a company’s growth. The best
advertising budgets—and campaigns—focus on customers’ needs and solving
their problems, not company problems such as an overstock reduction.
11 Consumer and Trade oriented sales
promotion differences
• Consumer-oriented sales promotion consists of sales tools used to
support a company's advertising and personal selling directed to ultimate
consumers. Trade-oriented sales promotions are sales tools used to
support a company's advertising and personal selling directed to
wholesalers, distributors, or retailers.
• Consumer and trade promotions are short-term marketing strategies.
Consumer promotions are used by retailers to induce customers to buy
products or services. Trade promotions are used by manufacturers and
wholesalers to get their business buyers to purchase products for resale.

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CONSUMER BEHAVIOUR AND

The Most Important Questions

A marketing concept that encompasses a customer’s impression,

• (i) To Increase Awareness

• Inform people about your product

• An advertising budget is part of a company’s overall sales or marketing

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