Kapil shaliyaM.B.A.

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CUSTOMER BEHAVIOUR & ADVERTISING

The term “customer behavior”

“CONSUMER BEHAVIOUR is the study of how, why & what people do when they buy products or avail of some services. It attempts to understand the buyer decision making process ,both individually & in groups.”

Importance of advertising By 4P’s model

PRODUCT PLACE

PRICEPROMOTIO

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Advertisement are the life line of companies. It persuades customers to buy their products , everyone can use advertisement that can influence consumer’s attitude to buy a product.

How much this companies spend for advertising…

Microsoft – more than 20 percent of their annual revenue or $11.5 billion

Coca-Cola – more than $2.5 billion Yahoo – more than 20 percent of their

annual revenue or $1.3 billion eBay – 14 percent to 15 percent of its

revenue – which was $871 million, much of that to advertise on Google

Google – In the millions rather than billions of dollars – with $188 million

Starbucks – $95 million

How companies works ..

The companies collets all the relevant data from various sources

They make the profiles of buyers to find the common group for communication

after that they target there market in which they want to go.

Example of “bournvita”

Bournvita has employed a brilliants advertising & branding strategies to influence consumer behavior in order to continue to enjoy and maintain market leadership in the energy drink market.

Cadbury concentrated on the relationship of mother and child,

Advertising of bournvita

Bourn vita for poor class..

Importance of consumer behaviour

Recognizes the drive Developed scientific advertising Deals with human behavior Understanding personalities of target

consumers

Segmentation

Cadbury’s new advertisement campaign is doing the rounds over the television. “Meetha hai khana,aaj pehli tareek hai” is the tagline that the chocolate-giant has come out with. It tries to bring forth the excitement, which lies in the minds of the general public as they wait for the first date of each month on the calendar. The monthly salary stashed in their hands enables them to celebrate and rejoice by spending it on Cadbury’s Dairy Milk.

The 2 nd one.

Cadbury strategies went through a considerable change. It now catered from children to adults and from chocolate to mithai. As the tagline goes “Khane walon ko kahne ka bahana chahiye”.

The 3rd one

Later came the campaigns of “Pappu paas ho gaya” acknowledged the market potential for college-going youth. The treats for passing exams were now a Cadbury instead of a mithai.

A good gift.

With Kuch Meetha Ho Jaye, we knew Cadbury’s was now a desert craving as well as a popular gift-item for festivals such as Raksha Bandhan and Diwali.

Motivational analysis

In the analysis of consumer behaviour there are two types of information are collected for study,

1. Quantitative information(age,sex,eduaction & income)

2. Qualitative information(why,when,from where)

meaning

Motivational analysis means the collection of qualitative information regarding the behavior of consumer. It include the study of feelings & attitude of consumers.

Motivational analysis is a form of market research that attempts to discover the deepest reasons why people buy

Techniques used

Use of experience & knowledge of marketing executives

Questionnaire techniques Interview techniques Projective or situational techniques

Value proposition

A business lingo for the way that we describe the value of our goods ,

services or companyTo someone else.

In simple terms value propositions are aimed at potential buyers to convince them to choose our

company or product from the vast ocean of consumer choices.

Three elements

Target segments Focal customers benefits Resources to deliver the benefits

package in a superior manner to competitors.

Any questions

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Thank you all…