This psychological involvement is due to the consumer’s perception of the product and the existence of the self-concept. This helps to clarify and predict different sides of consumer behaviour, as it indirectly influences satisfaction levels of the consumer. Self-image congruence can be both positive and negative in the eyes of a brand. This all depends on the consumer’s perception. It can affect a consumer negatively by; the impossible/desired self – when the actual differs from the ideal and therefore creating disillusion and dissatisfaction in the mind of the consumer.
LO1 Explain the role of marketing and how it interrelates with other functional units of an organization P1. Explain the key roles and responsibilities of the marketing function. Marketing is the process by which individuals and groups obtain what they need and want through exchange the values with others. Marketing is an important part of business which is more than selling and advertising. According to Gary Amstrong and Phillip Kotler, the marketer have to understand the marketplace and customer needs so that they can develop their products and services then gain profit from the customer.
Various factors, be it cultural, social, personal or psychological influence the buying decision of individuals. Marketers need to understand the buying behavior of consumers for their products to do well. It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops him from buying. To cope up with these differences and to bridge this gap it becomes
How well these expectations are met determines whether the consumer is satisfied or dissatisfied with purchase. Price often influences the level of expectations for a product or service. For marketers, an important element of any post purchase evaluation is reducing any doubts that the decision was sound. When purchasers recognize inconsistency between their values or opinions and their behaviour, they tend to feel an inner tension called cognitive dissonance. Consumers try to reduce dissonance by justifying their decision.
All these three types of knowledge’s are create some affect on consumers’ behaviour. The model of the product awareness is depending on a behaviour of a consumer and it is represents the relationship as well as in between the knowledge and awareness of a consumer. For the reason of different kind
Marketing is a business with the specific product or service in terms of the customer’s needs and their satisfaction. In order to extend the cognitive of the product in consumers’ mind, brand name and logo both are the main elements of a product and enterprise identity as they play a significant role in the communication between the product and consumer; however, name and logo are the first impression given by the product to consumers’ mind, therefore is one of the main reason why they both are a main component of a product. The article of rebranding mergers has stated how attitudes influence consumers’ choices, and this report aims to point out few interest and considerable topics, which basic about the influence of consumers’ buying attitude
Consumer culture theory is organized around a core set of theoretical questions related to the relationships among consumers’ personal and collective identities; the cultures created and embodied in the lived worlds of consumers; underlying experiences, processes and structures; and the nature and dynamics of the sociological categories through and across which these consumer culture dynamics are enacted and inflected (Arnould & Thompson, 2003). Consumer culture theory emphasizes the sociological and psychological impacts of buying and spending behavior to the consumers, what they used to buy and what are important for them to buy always. Large and small businesses can capitalize by means of focusing their marketing on this particular culture. This way, marketers often capitalize on consumer culture by emphasizing the benefits of their products particularly in lifestyle and by encouraging customers to view their products as key into achieving happiness, fulfillment and more meaningful lives. Proponents say that people are happier and more productive when their wants and needs are met, and that buying and owning things is a means to that end; while the opposing viewpoint is that consumerism is wasteful and greedy and
The variables used for segmentation by demographics will help find segment the population into a specific customer segment. Psychographic segmentation Psychological segmentation is the use of people's way of life, activities, interests, Values, Attitudes, Lifestyles and opinions for define a market segment. Psychological segmentation is similar to divide behavioral segmentation , But psychological segmentation also uses the psychological nature of consumer buying behavior. These psychologies may be the lifestyle of consumers in their social status and his AIO(Activities interests opinions). AIO or Activities Interests Opinions is one of the methods of conducting psychological segmentation.
INTRODUCTION: With the developments in the world of ever-changing technology, the environment of business has become highly dynamic and so is the consumer behaviour and buying patterns. Understanding Consumer behaviours and decision making and the impact of promotional activities on them is an important area of research. Kotler explains consumer behaviour as, a process involves all aspects that are related to the selection of a product or service, buying and then consumption of the goods or services (Kotler, 2003).1 Consumer Behaviour is influenced by advertising and is believed to be impacted by Self-concept. Kotler and Armstrong (2007) defines advertising as any paid form of non-personal presentation and promotion of ideas, goods and services
CHAPTER 2 LITERATURE REVIEW Advertising is to create understanding, liking and selection of products or services. The most influencing theory in marketing and advertising research is attitude towards the advertisement. yet the attitude that formed towards the ad help in influencing the consumer’s attitudes and perception towards the brand until their purchase intent(Goldsmith & Lafferty,2002). 1. Shiffman and Kanuk(2004) explains the meaning of “Consumer Behavior” as the behavior that consumer behave in the form of acquiring, buying, using, evaluating, or consuming product, service and idea to fulfill own need, and be the study of the decision making of consumer in spending resources, both money, time and power for consuming products and services that included (1) What to buy, (2) Why to buy, (3)