Download Consumer behavior and Audience

Consumer behavior and Audience
How Does Consumer Behavior Work?
Consumer behavior
–Describes how individuals or groups select, purchase, use, or dispose
of products – as well as describing the needs that motivate these behaviors
Consumer audience
–People who buy or use products to satisfy their needs and wants
Customers
–People who buy a particular brand or patronize a specific store
Cultural and Social Influences
Culture
… Define a group of people or a way of life
Social Class
The position a person and his/her family hold with in society
Reference Groups
A group of people who are used as a guide for behavior in specific
situations
Family
Two or more people who are related by blood, marriage, or adoption and
live in the same household
Demographics
The statistical, personal, social, and economic characteristics that
describe a population
Characteristics
•Age
•Sexual orientation
•Race and ethnicity
•Occupation
•Income
•Geography
Psychological Influences
Perception/State of Mind
Affects how people perceive information as well as determines the
particular pattern of consumer behavior
Motivations
Internal forces that stimulate people to behave in a particular manner
Produced by the tension caused by an unfulfilled need
Attitudes and Values
Attitudes impact motivations
Influence how consumers evaluate products, institutions, retail stores,
and advertising
Personality
Distinctive characteristics that make people or brands individual
Brand personalities make them distinctive from their competitors
Psychographic Influences
Lifestyle and psychological characteristics that have a bearing on how
people make decisions
Psychographics
•Lifestyles
–Looks at the ways people allocate time, energy, and money
•The VALS system
–Lifestyle profiles that collectively reflect a whole culture
•Trends
The Consumer Decision Process
Need recognition
The consumer recognizes the need for a product
Advertising should activate or stimulate this need
Information search
Can be casual or formal
Advertising helps the search process by providing information and making
it easy to find, as well as remember
Evaluation of alternatives
Consumers compare various products and reduce the list of options
Advertising helps sort out products on the basis of tangible and
intangible features
Purchase decision
Often a two-part decision
–Select the brand
–Select the outlet from which to purchase
In-store promotions affect these choices
Post-purchase evaluation
The customer reconsiders and justifies the purchase
Determines whether the customer will keep the product, return it, or
refuse to buy the product again
Segmenting and Targeting
Segmenting
– Dividing the market into groups of people who have similar
characteristics in certain key product-related areas
Targeting
– Identifying the group that might be the most profitable audience
Market aggregation strategy
–When planners purposefully use one marketing strategy that will appeal
to as many audiences as possible
Market segmentation
– Assumes that the best way to sell is to recognize differences within
the broad market and adjust strategies and messages accordingly
Types of segmentation
–Demographic segmentation
–Geographic segmentation
–Psychographic segmentation
–Behavioral segmentation
–Benefits segmentation
Socio-demographic segments
Niche markets
–Defined by some distinctive trait
Targeting the right audience
–The target is described using the variables that separate this
prospective consumer group from others who are not in the market
Profiling the target audience
– Describing the target audience as if they are people you know
–Used in developing media and message decisions
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