C H A PTE R CONSUMER BEHAVIOUR AND TARGET AUDIENCE DECISIONS 3 Chapter Objectives • To understand the consumer decision-making process and how it varies for different types of purchases. • To understand various internal psychological processes‚ their influence on consumer decision making‚ and implications for advertising and promotion. • To understand the similarities and differences of target market and target audience. • To understand the various options for making a target audience decision
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Who is a Consumer ? Any individual who purchases goods and services from the market for his/her end-use is called a consumer. In simpler words a consumer is one who consumes goods and services available in the market. Example - Tom might purchase a tricycle for his son or Mike might buy a shirt for himself. In the above examples‚ both Tom and Mike are consumers. What is the difference between a consumer and a customer? Generally‚ a consumer refers to individuals who buy for themselves or their family
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QUESTION 2 How would you classify the Starbucks product using the marketing consideration for a consumer product? What individual product decision has Starbucks made? A product represents "the heart of an organization ’s marketing program". Without a product‚ there were no price‚ design‚ target market‚ marketing mix‚ promotion strategy etc. simply‚ there were no business. Starbucks products can be defined as "Convenience Products" because there are "relatively inexpensive" and "limited shopping
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1. Explain a person’s attitude towards visiting Disneyland in Hong Kong in terms of the tri-component model. The Tri-Component Model is made up of three potential parts including cognitive‚ affective and conative.Disneyland in Hong Konghas a uniqueattract customers.The first part of this model refers to cognition that is a consumer’s knowledge perceptions acquired via direct experience with attitude with the attitude object plus information from various source. Disneylandisan interesting placewhereyou
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Content 1. Task 1 - Consumer Behaviour in the Consumer Electronics Market 1.1. Task 1a): Recommended Marketing Actions for Influencing Individual Consumer Behaviour……………………………………………………….2 1.2. Task 1b): Multimedia Strategy……………………………………….15 2. Task 2 - Individual Critical Reflection on Learning Outcomes………………16 3. Literature……………………………………………………………………...18 1. Task 1 - Consumer Behaviour in the Consumer Electronics Market 1.1. Task 1a): Recommended Marketing Actions for Influencing
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Visual perception and visual sensation are both interactive processes‚ although there is a significant difference between the two processes. Sensation is defined as the stimulation of sense organs Visual sensation is a physiological process which means that it is the same for everyone. We absorb energy such as electro magnetic energy (light) or sound waves by sensory organs such as eyes. This energy is then transduced into electro chemical energy by the cones and rods (receptor cells) in the retina
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Introduction to Consumer Behavior What is Consumer behavior? – pg 6-8 Consumer Behavior The study of individuals‚ groups‚ or organizations and the processes they use to select‚ secure‚ use‚ and dispose of products‚ services‚ experiences‚ or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Application of consumer behavior – pg 9-11 1) Marketing Strategy 2) Regulatory Policy Social Marketing The application of marketing strategies and tactics
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produce 80% of campaigns results. Understanding this‚ marketers will be able to eliminate costs associated with less productive techniques=> improves marketing efficiency & returns. Product mix: 80% of company’s revenue is derived from 20% of its products or services. Marketers =>can emphasize the value of core products in a better way to target customers & expand business by targeting new customer groups. Profits: most useful applications of 80/20 rule in marketing relaters to profits. A company
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Perception & Impression Management Perception: Meaning and Definition Perception is the process of receiving information about and making sense of the world around us. It involves deciding which information to notice‚ how to categorize this information‚ and how to interpret it within the framework of our existing knowledge and experience. Perception includes all those processes by which an individual receives information about the environment-seeing‚ hearing‚ feeling‚ tasting and smelling
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for your chosen product/company Successful businesses and products are built on a thorough definition of their markets. Who are the customers as well as the potential customers who will expand the business of the company? What are their unmet needs and aspirations? Where are they going and how can you reach them? The marketing communications strategy for CDM evolved over the years. From the mid-nineties‚ the company decided to target the Indian adult through Cadbury’s Dairy Milk. The CIL
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