MARKETING COMMUNICATIONS （MAN2094）教学：Week3CB_brandingSV.pptxVIP

Welcome to Marketing Communications MAN2094Perspectives onConsumer BehaviorConsumer BehaviorA challenge faced by all marketers ishow to influence the purchase behaviourof consumers in favour of the product orservice they offer.Think .....how many times you have made impulse purchase and how many times were extensive search..select..purchaseThe process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and servicesDecision-MakingPsychological ProcessProblem recognitionMotivationInformation searchPerceptionAlternative evaluationAttitude formationPurchase decisionIntegrationPostpurchase evaluationLearningConsumer Decision MakingOut of StockDissatisfactionNew Needsor WantsRelated Products, PurchasesMarket-InducedRecognitionNewProductsSources of Problem RecognitionAds help Consumers Recognize ProblemsFinancial ChangesEmployment StatusLifestyleKnowledgeCulturePersonalityWhat Prompts New Needs/Wants?Self-actualization needs (self-development, realization)Esteem(self-esteem, recognition, status)Social (sense of belonging, love)Safety (security, protection)Physiological(hunger, thirst)Maslow’s Hierarchy of NeedsHuggies Appeals to Need for LovePersonal sourcesMarket sourcesPublic sourcesPersonal experienceInformation SearchFactors influence information search:importance of the purchase decisionthe effort needed to acquire informationthe amount of past experience relevantthe degree of perceived risk associated with the purchasetime availablePerception Perception — the process of selecting, organizing and interpreting information inputs to produce meaning to the consumer/buyer Selecting- Selective exposure Organising- Selective distortion/retention Interpreting- ClosureMarketing implicationMarketers use selective exposure to advertise fast food commercials near meal timeMarketers use promotional campaign before changing product package and designChapter 6Perceptions influences advertisingMarketers want to know