Relationship Between Consumer Behavior & Target Markets | artsocial.info
This has effect on current and future sales of firms as consumers . Finding the relationship between advertising and buying behaviour empirically, Ekelund and . Marketers need to understand the buying behaviour of consumers while designing their Through advertisements, the company actually tries to win over the used, including link(s) to artsocial.info and the content page url. otherwise. The present study focuses on identifying the influence of advertisements on the consumer behavior and attitude with special reference to consumer durables. Keywords: association with consumers, or for the purpose of recall of their product in observes messages for two different firm's products, one product's.
Through advertisements, the company actually tries to win over the confidence of consumers who would not mind spending on their product.
Role of Consumer Behaviour in Advertising
A Tag Heuer, Omega, Mercedes, I phone advertisement ought to be classy for people to recognize these products as status symbols. Use expensive props, unique concepts and well known faces for all premium and exclusive brands.
Advertisements meant for younger people college goers, young professionals ought to be colourful and trendy for them to be able to relate themselves with the product. Serious advertisements do not go very well with the youngsters.
It is essential to understand the mindsets, attitudes and preferences of target audience. Advertisements for insurance plans, medical benefits, hospitals ought to be sensible as they convey much serious information and target a mature segment of individuals altogether.
The time slot of commercials also needs to be taken care of. Advertisements for products meant for children should ideally be aired during afternoon or early evening hours as this is the time when they watch maximum television.
Understand the lifestyle of your target audience. Prime time commercials are the ones which are viewed by maximum people.
Geographic and demographic influences help to identify market segments by quantitative, observable factors such as location, age, family income, gender, education attainment, occupation and ethnicity. These observable influences provide insight into "who is" your target market and can help make inferences about cultural, social and lifestyle influences that drive consumer behavior.
Qualitative Market Segmentation Psychographic and behavioral influences are qualitative, emotional factors that help explain "why" your target market behaves as it does. Psychographic influences include beliefs, attitudes, personality, values, opinions, interests and self image.
Behavioral influences relate to relationships that consumers have with brands in terms of knowledge, experience, usage and perceptions. These include brand attributes, perceived brand benefits, brand loyalty, usage rates and usage occasions.
Effect of Advertising & Promotion on Consumer Behavior
They are relevant in terms of assessing levels of cognitive versus intuitive involvement in buying deliberations. Establish Brand Confidence Think about major corporations.
These companies have their brand everywhere. State Farm is behind professional baseball home plates across the country. Coors has its own baseball stadium, whereas Staples has a sports arena and an event hall. People become comfortable with the brands that they feel are here to stay such as State Farm.
Relationship Between Consumer Behavior & Target Markets
Consumers start to associate Coors as a top brand, and Staples comes to mind when you need a few office supplies. Consistent and constant advertising, sponsorship and promotion helps a company stay top of mind. Of course, a small business probably doesn't have the resources to buy the space behind home plate at Dodger Stadium, but it probably has the budget resources for a local Little League team or bus benches in the community.
This is broad brand advertising that lets people know that you are in the community and are there to help.