CONSUMER AND ADVERTISING by Asst Prof. Jonlen DeSa

CONSUMER AND ADVERTISINGCONSUMER AND ADVERTISING

ASST PROF. JONLEN DESA

CONSUMERCONSUMER

A consumer is a person or group of people that are the final users of products or services.

They are the persons who consume the product. Consumers are the target markets of advertisers. Advertisers spend a lot of money to remind, inform &

persuade consumers to buy the product. Consumers have different buying behavior and buying

motives. There are different types of consumers.

CONSUMERCONSUMER

A consumer purchases products for which he pays a price. The purchaser of the product, need not be the user. Buying behavior and buying motives of consumers are

never uniform. They differ from person to person. Consumer psychology deals with consumer behavior. Consumers have a budget to make purchases. Consumers may be individual and organizational. Thus, consumers are people who buy and use products

and services to satisfy their personal needs and wants.

TYPES OF CONSUMERS

Classification of Consumers on the basis of:

Age Gender Region Religion

TYPES OF CONSUMERS- Basis of BEHAVIOUR Argumentative consumers Impulsive consumers Handicapped consumers Snobbish consumers Silent consumers Women consumers Friendly consumers Shy or timid consumers Impatient consumers Suspicious consumers

TYPES OF CONSUMERS- Basis of BEHAVIOUR Talkative consumers Decided consumers Undecided consumers Bargain-hunters Deliberate consumers Nervous consumers Rude or Arrogant consumers. Expert buyers. Vain consumers. Youth consumers.

BUYING MOTIVESBUYING MOTIVES

Motive is an impulse that induces a person to do a thing or to act in a particular way.

It is an intention that a person has. A buying motive is an intention or purpose behind

purchase of products. Buying motives induces a person to buy. There is a purpose behind every purchase. Customers have various motives for making purchases.

TYPES OF BUYING MOTIVESTYPES OF BUYING MOTIVES

SELLING POINTSSELLING POINTS

Selling points are the features of a product or service. They are the advantages of the product. The include the shape, size, colour, strength, uses,

appearance and benefits of the product. Selling points also include the discounts offered,

guarantee and after sales services. A salesman uses these selling points to convince the

customer that, they will satisfy his needs. In short, any feature or benefit of a product is termed as

selling point.

SELLING POINTSSELLING POINTS

Selling points differ from product to product. They are the main talking points of the salesmen. A salesmen should have good knowledge about the

selling points of a product to make a quick sale. Selling points of the product also include durability,

design, speed, discount, free installation, after sales services, guarantees, qualities etc.

EXAMPLES OF SELLING POINTSEXAMPLES OF SELLING POINTS

Sports shoes- Comfort, Speed Sports equipment- Injury free Vehicle- High mileage Washing powder- Whitener Waterproof watches- Go out in the rain Soft Drink- Quenches thirst, Affordable Cooking Range- Saves money & energy Books- Improve your knowledge Air Conditioners- Beat the heat

ADVERTISING APPEALSADVERTISING APPEALS

An appeal is a statement designed to motivate a person to action.

Advertising appeal is the approach used by the advertiser to attract attention or interest of consumers and influence their feelings towards the product.

Advertisers use different kinds of appeals to communicate to customers and attract them to purchase and consume the advertised product.

Advertising appeals are a match between consumer’s buying motives and product's selling points.

An appeal should be catchy & attractive.

TYPES OF ADVERTISING APPEALSTYPES OF ADVERTISING APPEALS

Rational Appeals Emotional Appeals Positive Emotional Appeals Negative Emotional Appeals Intellectual Appeals Human Instinct Appeals Fear Appeals Competitor's Appeals Moral Appeals

TYPES OF ADVERTISING APPEALSTYPES OF ADVERTISING APPEALS

Humour Appeals Informational Appeals Adventure Appeals Sex Appeals Scarcity Appeals Investor Appeals Music Appeals Pity Appeals Statistics Appeals Bandwagon Appeals