How Does Media Affect Consumer Behaviour

1940 Words8 Pages

Every businessman will set up the business to achieve some objectives. Among the objectives profit maximization is very important. In some cases sales maximization may also be important. To achieve these objectives a businessman has to satisfy the consumer. The consumers can be satisfied by way of supplying quality goods and services at a reasonable price. In order to satisfy them the business enterprise has to conduct several operations. They include buying of raw material, converting them into finished goods and finally to sell them to consumer. Buying of raw material and sale of finished goods are the activities of marketing. Thus, marketing
…show more content…
Role of media in influencing the consumer behaviour: Media is a key factor to influence the consumer behaviour. As the study is mainly related to media and its impact on consumer behaviour, there is a need to have depth assessment of its impact on marketing process, in general, and consumer behaviour in particular.
Media means any communication through which news, entertainment, education, data, or promotional messages are disseminated. It includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet etc. It is the plural of medium and can take a plural or singular verb, depending on the sense intended. It can be defined as the channel of transforming information to public. It is mass way of communication. It is communication channel through which data, promotional massages, information can be shared with one another.

TYPES OF MEDIA: Media is used in several occasions for different means based on the communicational factor. There are various forms of media available for effective interaction and are majorly divided into three groups. They are Traditional Media, Broadcast Media and Modern
…show more content…
Earlier many researchers and research scholars have conducted various studies regarding media, consumer behaviour and allied aspects. But it can be identified that these studies have not given much emphasis on impact of media on pre purchase, purchase, and post purchase consumer behaviour. To fill up this gap we have taken up the study “Impact of Media on Consumer Behaviour”.

Consumer behaviour is very important to a marketer to understand the internal and external influences that impel individuals to act in certain consumption related ways. The study of consumer behaviour enables a marketer to analyze the consumer 's consumption decisions and makes him aware of subtle influence that persuade the consumers to make the product choices they do. Media, on the other hand, plays an important role in influencing the consumer behaviour. It is the main connecting line between the manufacturers and the consumers. Its impact on consumer behaviour is very
Open Document