consumer behivaour

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CONSUMER BEHAVIOUR

Q1. What are the types of Consumer Behavior?

Ans.-TYPES OF CONSUMER BEHAVIOUR

Consumer decision making varies with the type of buying decision. There are great differences

between buying toothpaste, a tennis racket, a personal computer and a new car. The more

complex and expensive decisions are likely to involve more buyer deliberation and more buying

participants. Assael distinguished four types of consumer buying behaviour based on the degree

of buyer involvement in the purchase and the degree of differences among brands. The four types

are named in the Table and described below:

1. Complex Buying Behaviour

Consumers go through complex buying behaviour when they are highly involved in a purchase

and aware of significant differences existing among brands. Consumes are highly involved in a

purchase when it is expensive, bought infrequently, risky and highly expressive. Typically, the

consumer does not know much about the product category and has much to learn. For example, a

person buying a personal computer may not even know what attributes to look for.

Consumer Behaviour Table 1 : Four Types of Buying Behaviour

This buyer will pass through a cognitive learning process. It is characterized by first developing

beliefs about the product, then moving toward attitudes, toward the product, and finally making a

deliberate purchase choice. The marketer of a high-involvement product has to understand theinformation-gathering and evaluation behaviour of high-involvement consumers. He needs to

develop strategies to assist the buyer in learning about the attributes of the product class, their

relative importance, and the high standing of his brand on the more important attributes. He

needs to differentiate the features of his brand, use mainly print media and long copy to describe

the brands benefits, and enlist sales personnel and the buyers friends to influence the final

brand choice.

2. Buying Behaviour Reducing Dissonance

Sometimes the consumer who is highly involved in a purchase sees little differences in thebrands. His high involvement is based on the fact that the purchase is expensive, infrequent and

risky. The buyer will shop around to learn what is available but he will buy fairly quickly

because brand differences are not pronounced. He may respond primarily to a good price or the

convenience of purchasing at that time or place. For example, Carpet buying is an involving

decision because it is expensive and relates to self- identification, yet the buyer is likely to

consider most carpeting in a given price range to be the same.


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The consumer might experience post purchase dissonance due to noticing certain disquieting

features of the carpet or hearing favorable things about other carpets. He starts learning more

things and seeks to justify his or her decision to reduce to dissonance. He first passes through a

slate of behaviour, acquires some new beliefs, and ends up by evaluating his choice favorably. In

this situation pricing, good location, and effective sales personnel are important influences of

brand choice. The major role of marketing communications is to supply beliefs and evaluations

that help the consumer feel good about his or her choice after the purchase.

3. Buying Behaviour Based on Habits

Many products are purchased under conditions of low consumer Behavior our that features

reasons for trying something new.

Q2. Define Consumer research Process?

Consumer research process has following six steps

1. Defining the objective of research

2. Collecting and evaluating the secondary data

3. Designing a primary research study

4. Collecting primary research data

5. Analyzing the data

6. Preparing a report on finding

1. Defining or Developing research Objective-The first and most difficult step in the consumer

research is to carefully define the objectives of the research. It is important for the marketing

manager and the research manager to agree at the study to ensure that the research design is

appropriate. A carefully thought out statement of objectives helps to define the type and level of

information needed.

2. Collecting and evaluating the Secondary data-The collection of secondary data is base on the

statement of objective. Secondary information is any data originally generated for some purpose

other than the present research objective. It may be internal or external.

Internal Secondary data consist of such information as data generated in house for earlier studies

as well as analysis of customer files, such as part customer transaction, order list, lectures of

customer, sales call report, data by warranty card etc. Company use secondary data (Internal


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secondary) data to compute customer lifetime value profiles for various customer segments.

These profiles include customer acquisition cost or resources needed for establish a relationship

with customer the profit generated from individual sales.

Observational Research is an important method of consumer research because marketer

recognize that best way to gain an in depth understanding of the relationship between people and

product by watching them in the process of buying and using of product. Many large

corporation and advertising agencies use trained researchers/observers to watch, hole, and

sometime videotape, consumers in stores malls or their own home. For this purpose they use

Mechanical observation in this they use mechanical or electronic device to record customer

behavior or response to a particular marketing stimuhis and Physiological observation in this

they use physiological observation device that monitor respondents patterns of information

processing.

Experimentation It is possible to test, the relative sales appeal I many types of variable. Such as

package designed to identify cause and effect. In this experiment (Causal research) only some

variables or manipulated (independent) while all other elements are kept constant.

A controlled experiment of this type ensures that any difference in the outcome (dependent

variable) is due to each customer, the cost of handling customer and their order and the expected

duration of the relationship.

External secondary data-Consist of any data collected by an outside organization. The major

source of these data is a government notice which publisher information collected by scores of

government agencies about the economy business and demographics of the counter other source

of external data are new papers, magazine marketing news, Journal of marketing, Journal of

consumer research. Etc.

Secondary data is also provided by companies that routinely monitor a particular consumption

related behavior.

3. Designing Primary research:-The research study design is based on the purpose of the study.

For description information the quantitative study designs use if research purpose is to getting a

new idea then a qualitative study is use.

(A) Quantitative research designs-The basic research designs use in quantitative research is-

Observation Research

Experimentation Research

Survey Research


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Due to different treatments of the variable under study do not to extraneous factors. -

A major application of causal research is test marketing. In this research, before to launching a

new product, elements such as package price and promotion are manipulated in a controlled

setting order to predict sales.

Surveys-In this method researcher know about consumer purchase preference and consumption

experiences by mail telephone or online. The main ways of survey are-

Personal Interview surrey normally taken place is the home or retail shopping areas.

Telephone Surveys are also use to collect consumer data. Telephone survey conduct at

evening or at weekends.

Mail Survey are conducted by sending questionnaires directly to individuals at their home.

On line Survey-are conduct on the internet. Respondent are directed to the marketers web site

by computer ads and home page.

(B) Qualitative Research Design The researcher select a appropriate research format for

qualitative study and take into consideration the purpose of the study and the type of data needs.

The research method used may be differing in composite. They all have roots in psychoanalytic

and climbable aspect of psychology and they stress open ended and free response type of

question to simulate respondent to revel their inner most though and beliefs.

(4) Collecting the primary research data-Data collection instrument are develop as part of astudies total research design to systematize the collection of data and to ensure that all

respondent are asked the same question in the same order data collection method arc

Quantitative research data collection instrument;

(a) Questionnaires is primary data collection instrument of quantitative research which can be

sent through the mail to selected respondent for self administration or cab be administrated by

field interviewers in person or by telephone. In order to motivate respondent to take the time to

respond to surveys researcher have found that questionnaires include both substantive questions

that are relevant to the purpose of the study and pertinent demographic questions.

(b) Attitude Scales: Researchers present respondents with a last of product or product attribute

for which they .re asked to indicate their relative fealty or evaluation. The instruments most

frequently used to capture this evaluative data are called Attitude Scale. Research use

following attitude Scales.

(1) Likert Scale-is the most popular attitude scale. It is easy for research to prepare and interpret

and simple for consumers to answer. They write the number correspondent with each of a


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series of statement that describes the attitude objective under investigation. Research adds all

agree and disagree not and find some result of attitude.

(ii) Behavior intention scale The Scale consist of a series of bipolar adjective (such as

good/bad, hot/cold, like/dislike, expensive/on expensive) anchored at the end of an add number

(five or seven) continuum. Respondent given his /her response on these adjective and researchfind some result.

(iii) Behavior intention scale measure the like that consumer will act in a certain way in the

future. These scales are easy to construct and consumer are asked to make subjective judgments

regarding their future behavior.

(iv) Rank order Scale,-In this research consumer given some rank to the product in order to their

preference in term of some criterion, such as overall quality or value for the money. The provide

some important competitive information and identify need areas of improvement in product

design and product posit only.

Qualitative research data collection-Qualitative research data collection techniques are following

(i) Depth Interview : A depth interview is a lengthy and non structured interview between a

respondent and a highly trained interviewer, who minimize his/her own participation in the

discussion after establishing the general subject to be discussed respondent are encouraged to

talk freely about their activities, attitude and interest some time in depth interview researcher

show respondents photos, videos and audiotapes to their own shop pity behavior ask them to

comment on their consumption action.

(ii) Focus Groups-Focus Group consist of 8 to 10 respondent who meet with moderator analystfor a group discussion focused on a particular product or product category of subject to

researcher interest, Respondent are encouraged to discuss their interest, attitudes, reaction,

motives, lifestyle feelings about the product or product category, use experience and so forth.

(5) Analyzing the data-In quantitative research the researcher .supervises the analysis and

convert term into numerical score. In qualitative research the moderator or test administrator

analyzes the responses received.

In both qualitative and quantitative research the researcher report includes a brief executive

summer of the findings. The body of the report may or may not be include recommendation for

marketing action. In also may or may not a full description of the methodology use and for

quantitative research it also includes table and graphic to support the findings.

(6) Preparing a report on findings -Researcher present a report of his finding from research, to

the marketing manager. The report is descriptive and it include all suggestion in this report. The

report include, all important topic and point related to the research and findings.


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Q3.Define the Criteria for Market Segmentation?

Ans-

There may be several criteria or bases for market segmentation. The bases may differ from

product to product because the sensitivity of customers differ. For example, consumer goods

market can be segmented on the basis of age, sex, education, culture, social status, income,

geographical factors, religion or caste, etc. Different authors have mentioned different criteria for

the segmentation of markets which may be grouped as under

(A) Demographic Factors. (B) Geographical Factors. (C) Psychological or Personality Factors.

(D) Consumer Behaviour Factors. (E) Socio Cultural Factors.

1. Demographic Factors

It is the most common way of segmenting the markets on the basis of demographic

characteristics (measurable statistics of population) of the consumers dispersed over a

geographical segment. Such factors are

(a) Age

Age is one of the most important factor for segmenting the market. The producer should know

for what age group his product would be most suited so that he can plan his, pricing policy,

advertisement policy, marketing policy, and strategy accordingly. For example, some breakfast

products are aimed to suit the tastes of children while some others are attractive to consumers

within a broader range of ages. Similarly, cloth market may be segmented on this basis.

(b)Sex

Markets may also be divided on the basis of sex, i.e., ladies and gents. Some products are

exclusively produced for women while Consumer Behaviour some others are for men. For

example, lipstick is meant for women and or. the other hand, shaving cream is only for men. As

because the attitude, needs, mental and physical attributes and motivational factors are different

in men and women, therefore, advertisement strategy may differ for both types of products.

Manly desires, personality, sense of family security, and social prestige are some of the factors

which are given top priority in an advertisement for a product meant exclusively for men. On theother hand, beauty and purchasing ability are some factors for advertising a product meant for

women.

(c) Income

The producer should also bear in mind while preparing his marketing policy, the income of the

prospective buyers of his product. This factor also affects the advertising and distribution policy,


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i.e., media of advertisement, and pricing policy. Consumers needs, behaviour, habits,

preferences, persuasion, etc. differ in different income groups. For example, people in high

income group prefer quality of goods, design, fashion-oriented products, etc. Hence, they can be

motivated on these factors. People in low income group attract towards low price. Different

models of television sets are introduced to meet the needs of buyers of different income groups.

Similarly, certain items like refrigerators, video cassettes records (VCR) are produced only for

high income group people.

(d) Educational Level

The consumers can be divided on the basis of educational levels such as educated, semi-educated

and uneducated and the marketing activities and strategies are ascertained accordingly. For

example, a book market may be segmented on this basis in Primary, Junior High School, High

School, Intermediate, and Degree books markets. Advertising polity may be chosen accordingly.

Products used by uneducated or low-educated people may be advertised through Radio and

Television, Cinema whereas the advertisement for educated people may be given in newspapers,journals and magazines, etc.

(e) Occupational Status

The market can also be segmented on the basis of occupation such as white collar workers and

blue collar workers. Working hours and size of the family and income differ for these two

categories of workers. These variables seem to reflect different values, attitudes, tastes, or

lifestyles. For example, beer is more likely to be marketed to less educated blue collar workers;

scotch and fine wine, on the other hand, are generally targeted at white collar workers or

professionals.

(I) Size of Family

Market may also be segmented on the basis of size of family.

Refrigerators and cookers are produced in different sizes to suit the needs of families of different

sizes. Toothpaste is also- available in Market different sizes depending upon the size of the

family.

2. Geographical Factors

The next most popular criteria for segmenting the market may be the geographical segmentationof the whole operational area. The markets are divided on the basis of geographical locations

such as area, climate and the density of population. According to area states may be taken the

basis for segmentation. Each state may be recognized a separate market. The area may further be

segmented 1 in rural, town and urban areas or here market is international the division may be

national or international market. On the basis/ of climate, markets may be hill- areas and plain

areas. Such type of segmentation is best where the customers are stretched over a vast area and


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the production is done on large scale. -The producer may design his marketing strategies taking

the characteristics of the individual markets into consideration.

3. Psychological or Personality Factors

Psychological characteristic refer to the intrinsic value of individual consumers. Markets caneasily be segmented on the basis of certain psychological characteristics. Such factors are

(i) Personality or Psychographics

Psychological studies revealed a relationship between personality characteristics and product

choice. Personality or psychological thinking, etc. are not the same in all the consumers. They

are divided into different groups on the basis of social class, lifestyle and/or personality. People

within the same demographic group co-exhibit very different psychographic profiles. Some

customers are very crazy for novel design or products of new fashion that may increase their

prestige in the society. The motto of several other customers is simple living and high thinking

and they never aspire for showy items. For example, Congress workers wear Khadi irrespective

of their income level and/or social status.

There are three psychographic factors on which market can be segmentedgenerally referred to

as AIDs (i.e., activities, interests and opinions). Activities mean how consumers spend their time

(e.g., mode of living, working, vacationing, liking, etc.). Interests refer preferences and priorities

the consumers have, e.g., home fashion, food, habits. Opinions or where consumers stand on

social issues, products, a wide variety of events or issues, etc. Social researchers are conducted

asking consumers and express their agreements and disagreements with statements covering

activities, interests and opinions. Consumers with similar responses are grouped together by

using certain statistical techniques. Consumer Behaviour

(11) Benefit Sought

Segmentation can also be made on the basis of benefit sought by different groups. For example,

in toothpaste market, segmentation - can be made on the basis of benefit sought by different

categories of consumers. Children look for flavor or product appearance, teens or young look for

brightness, large families for decay prevention qualities and men for a good deal on prices.

Benefit segmentation can be used not only to find a niche for a new product but also in

repositioning existing brands.

4. User (Consumer) Behaviour Factors

Consumer Behaviour may also form the basis of market segmentation. Consumer behaviour

divides the market on three basis(i) Usage rate, (ii) Buyers motives, and (iii) Brand loyalty.

Rate of usage refers to the volume of purchases consumer makes of a particular product and


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generally differentiates between light users, medium users or heavy users and non-users. Buyers

motives incfude factors like economy, quality of goods, reliability and prestige in the society.

Several groups may be formed on these bases and market may be segmented accordingly.

Sometimes, brand loyalty may be a useful basis for segmenting the market. Marketeers often

identify the characteristics of their brand loyal consumers so that they can direct their

promotional efforts to people with similar characteristics in the larger population. Marketeers

may also decide to go after consumers who show no loyalty to any particular brand because such

people may represent greater market potential than those who are loyal to any particular brand.

5. Socio-Cultural Segmentation

Socio-cultural variables include social (i.e., group) and cultural (anthropological) variables

which provide further bases for market segmentation. Consumer markets can be sub-divided on

the basis of culture, sub-culture, social class and stage in the family life- cycle.

(I) Culture

Some marketers find it useful to segment their domestic and international markets on the basis of

cultural heritage because they feel that members of the same society share the same values,

beliefs and customs. This type of segmentation is particularly successful in international context.

A product may be altered or restructured in order to make it suitable for a particular culture. For

example, Nestle sells coffee worldwide, but Italian segment of its coffee market prefers a strong,

black brew coffee, would not buy the same blend that is sold in other markets. Culturally distinct

segments may have distinct promotional approach.

(Ii) Sub-Cultures

Within a particular culture, there are sometimes different groups or sub-cultures that have

different values, beliefs and customs. Such sub-cultures may also provide a basis for the

segmentation of the market. Sub-cultures may be identified on the basis of religion, race, caste,

etc. In India, several sub-cultures have developed on the basis of religion such as Hindu culture,

Muslim culture, etc. Such cultures also differ from State to State or from region to region in the

same state.

(iii) Social Class

Sometimes social class is used as the basis of market segmentation. It is sometimes measured by

income variable such as rich, middle class or lower class. In lower class 1so, segmentation can

be done on the basis of poverty standardabove poverty line and below poverty line. Sometimes

they are grouped on index composed of several demographic variables like income, education,

and occupation. It implies that people are lower or higher on the social status scale. Different

social groups differ in terms of values, beliefs, product preferences and buying habits. Marketers


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know the social class differences to appeal to specific social classes. Commercial banks, for

example, offer different types of services for people from different social classes.

(iv) Family Life-Cycle

Another frequently used sociological basis for segmentation is the stage in family life-cycle.Family life-cycle is based on the premise that a family passes through several phases in their

formation, growth and final dissolution. At each phase, family needs are different and they need

different products and product styles. Young marrieds, for example, need basic furniture to start

a home whereas older or well-established families require more elaborate furnishings. Each of

the family life-cycle categories may be a distinct segment for a particular marketeer.

6. Other factors

(i) Usage Situation segmentation Marketers recognize that the occasion or situation often

determines what consumers will purchase or consume. For this reason sometime they focus on

the usage situation as. a segmentation factors.

Many products are promoted for special usages occasions. The greeting cords industry. They

produced stresses special card for a variety of occasion that seem to be increasing almost daily.

(ii)Benefit Segmentation markedly and advertising executing constantly attempt to identify the

one most important benefit of their product or service that will be most meaningful to the

consumer. For example that are commonly use benefits cleaner teeth (oral-B), soft skin (Olay)

Protection of data (Norton Antivirus) and peace of mind (L.LC.) for Benefit segmentation

marketer identified the following give strategic brand benefits.

(1) Functional or quality benefits value I the money social benefit positive emotional benefits,

Negative emotional benefits. Benefit. segmentation cab be used to position various brands

within the same product category.

Q4. Describe the theory of personality?

Theory is divide in to following

Freudian Theory of Personality

Sigmund Freud is considered to be the father of psychoanalytical theory. His theory, known as

Freudian Theory of Personality, is built on the premise that unconscious needs or drives,

especially biological and sexual drives, are the main motivational factors and determine the

personality.


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Freud proposed that every individual personality to the product of a struggle among three

interacting forcesthe id, the super ego and the ego. The id is the source of strong unborn drives

and urges, e.g., basic physiological needs such as hunger, thirst, sex, etc. which need immediate

satisfaction without concern for the specific means of satisfaction.

The id operates on what is called pleasure principle, that is, it acts to avoid tension and seeksimmediate pleasure. However, it tends to operate at a very subjective and unconscious level. For

example, when an individual feels hot and thirsty, his id would urge him to grab something cold

to drink. No mention how he acquires it or whether it belongs to him or not. Thus, many of its

impulses are not acceptable to a civilized society. When an individual is hungry, he may forcibly

acquire the bread or may be aggressive when he sees bread.

In contrast the super ego is conceptualized as the individuals internal expression of societys

moral and ethical codes of conduct. The id does not consider whether the individual satisfies his

needs or urges in a socially accepted mode whereas super egos role is to see that the individual

satisfies his needs only in a socially acceptable fashion. It (super ego) represents the ideal bydefining what is right and what is wrong or what should be or should not be and it influences the

individual to strive for perfection. Thus, the super ego is a kind of brake that restrains or inhibits

impulsive forces of the id.

Finally, the third force is the ego. The ego is the conscious control of the individual. The ego

comes into being because of the limitations of the id in dealing with the real world. Through

learning and experience the ego develops the individuals capabilities of realistic thinking and

ability to deal with his environment. It operates on reality principle that is what really should

be. The ego is capable of postponing the release of tension until that time it will be effectively

directed at coping with the external environment.

Motivational researchers have applied Freuds psycho-analytic theory to the study of consumers

behaviour. They tend to stress the idea that human drives are largely unconscious and consumers

are not consciously aware of their true motives. Thus, their main motive to stress is to discover

the underlying motivation for specific consumer behaviour. In order to discover consumers

basic motives, researchers use a variety of clinical or qualitative measurement techniques such as

observation and inference, focus group discussions, projective techniques, etc. The same tests are

used to study motivations and personality as unified or complementary psychological constructs.

Freud sees the person as repressing many urges in the process of growing up and accepting socialrules. These urges are never eliminated or perfectly controlled; they emerge in dreams, in slips of

tongue, in neurotic behaviour.

The researchers when applying this theory tends to focus on the consumers purchases, treating

them as a reflection and an extension of consumers own personality. For example, an

automobile advertisement made the point that you are what you drive. The researcher tries to


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determine the product image and then go back to determine the type of personality of the

consumer for whom it is useful.

Marketers have sometimes used this theory as the basis for attempts at influencing consumers.

One such application is an appeal to fantasy, which plays an important role in the operation of

the pleasure principle of id. Fantasy has been used in promoting various products such asperfume, mens cologne and Jeans, etc. of a particular brand.

Neo-Freudian Theory of Personality

Freudian theory was rejected by several of his friends and colleagues. Their contention was that

personality was not primarily instinctual and sexual in nature is posturized by Freud but they

believed that social relationships are fundamental to the formation and development of

personality. They believe that individual develops a personality through numerous attempts to

deal with others in a social setting. These social theorists, collectively called the New Freudian

school, viewed individual as striving to overcome feelings of inferiority and searching for waysto obtain love, security and brotherhood. They stressed that the feeling of insecurity and

inferiority in childhood motivate individuals to perfect themselves overcoming the feelings of

inferiority and insecurity by developing a number of methods.

Harry Stack Sullivan stressed that people continuously attempt to establish significant and

rewarding relationship with others in the society and thus reducing tension such as anxiety. Like

Sullivan, Karen Homey made study using new-Freudian approach and identified ten major needs

which are acquired as a consequence of individual attempting to find solution to their problems ir

developing a personality and dealing with others in a social environment. These ten needs are

then classified into three major orientatio1ns describing three general strategies for relating toothers. These are three personality groups. These groups are known as C.A.D. (compliant,

aggressive and detached).

Complaint

Individuals are those who move towards others and stress the need for love, approval and

affection. They want to be loved, wanted and appreciated. These people are unselfish and show

empathy and humility.

Aggressive

Individuals are those who move against others. They stress the need for power, strength and

ability to manipulate others. They desire to excel and win admiration.

Detached


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Individuals are those, who move away from others. They stress the need for independence, self-

reliance, freedom in their dealings with others. An important consideration is that no strong

relations develop between themselves and others.

Application of New-Freudian Theory to Consumer Behaviour Neo-Freudian Theories of

personality has received surprisingly little attention from consumer researchers despite theiremphasis on the importance of their socio-cultural environment as a determinant of personality.

Several researchers have applied Harneys approach to study the consumer behaviour. The

research study showed some tentative relationship between consumers and product brand usage

patterns. Results indicated that compliant types prefer known brands such as Bayer aspirin

aggressive types prefer Old Spice after-shave lotion and Heusen Shirts because of their

masculine appeal; and detached types appear to have least awareness of brands. They proved to

be heavy tea drinkers (possibly reflecting the desire not to conform to any particular brand).

More recent studies employing the same personality test have found Harneys scheme useful in

exploring selective aspects of consumer behaviour. Although, such findings are interesting,

social personality theories have found little attention and application in the consumer behavior

area. However, marketers have applied some of these theories intuitively. For example,

marketers who position their products as product of quality or craftsmanship, seem to be guided

by Adlers theory that individuals constantly strive for quality and superiority.

For example, ad-campaign of ONIDA T.V. depicts those owners of other

T.V.s are envious of owners of ONIDA T.V.Neighbors envy-owners pride.

Trait Theory

The most popular personality concepts used to explain the consumer behaviour are trait and

factor theories. Trait and factor theory constitutes a major departure from the earlier theories of

personality (Freudian and Neo-Freudian Theories). Earlier theories are basically qualitative

theories whereas the trait theory is a quantitative theory. The trait theory focuses on the

measurement of personality in terms of specific psychological characteristics of the individual

called trait.

J.P. Guilford has defined the trait as ...any distinguishing, relatively enduring way in which one

individual differs from another. Accordingly trait theorists are concerned with the construction

of personality tests that pinpoint individual differences in terms of specific traits. The concept of

trait is based upon three assumptions

(i) Individuals possess relatively stable behavioral tendencies. (ii) People differ in degree to

which they possess these tendencies, and (iii) when identified and measured, these relative

differences in individuals are helpful in characterizing their personalities. Thus, we -see that

traits are general and are relatively stable personality characteristics which influence the

behaviour tendencies. Viewing personality as a set of enduring and stable traits has a natural


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appeal because it conforms to many commonly held beliefs. For example, when a person

distinguishes his friends as reserved or outgoing, it means he is intuitively evaluating or

labeling them in terms of traits.

Q5. What are the Steps in Designing Persuasive Communication?

Ans- The Steps in Designing Persuasive Communication are

1. EstablishIng Objective

In order to create persuasive communication, the sponsor (who may be an individual, a for-profit

company, or a not-for-profit organisation)

must first establish to objectives of the communication.

2. Selection of Audience

Now select the appropriate audience for the message.

3. Selection of Media

Now select the appropriate media through which to reach them.

4. Designing the Message

Now design or encode the message in a manner that is appropriate to the medium and to the

audience.

5. A Prior Control Plan

The communications strategy should also include an a priori control plan which provides for

prompt feedback. It will enable the sponsor to make modifications and adjustments to the media

and the message if an Ad is needed.

1. Establishing Objectives

In developing its communications strategy, the sponsor must establish the primary

communications objective in a commercial organization as sponsor. These might consist ofcreating awareness of a service, promoting sales of a product, encouraging or discouraging

certain practices, attracting retail patronage, reducing post purchase dissonance, creating

goodwill, a favorable image, or any combination of these and other communications objectives.

The same principles apply to designing persuasive not-for-profit and informal communications.

2. Selection of Audience


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An essential component of a communications strategy is selecting the appropriate audience. All

audience is made up of individuals and in many cases, great numbers of individuals. As each

individual has his or her own traits, characteristics, interests, needs, experience and knowledge,

the sponsor should segment the audience into homogeneous groups in terms of some relevant

characteristic. This will enable the marketer to create specific messages for each target group. It

will help him to run them in specific media that are seen or heard by each target group. A

marketer cannot develop a single message that would appeal simultaneously to a total audience.

Efforts to use universal appeals phrased in simple language that all can understand invariably

result in unsuccessful advertisements to which few people relate.

(I) Market Segmentation

Market segmentation enables marketers to tailor marketing communications to the specific needs

of like groups of people. It overcomes some of the problems inherent in trying to communicate

with mass audiences. There are times when it makes sense to advertise to hostile audiences even

though people tend to avoid viewpoints opposite to their own n ad can prevent others from beinginfected with the same degree of hostility, though it may not change the beliefs of those fully

persuaded. Directed at hostile audiences a study of a 1986 Chevron campaign indicated that the

companys promotional efforts resulted in more positive attitudes as well as increased sales of

the firms gasoline. Its greatest impact in terms of attitude change and increased purchase

behaviour was observed among a market segment described as inner directedthose consumers

who think for themselves.

(ii) Umbrella Communication

Companies that have many diverse audiences find it useful to develop a communications strategythat consists of an overall umbrella communications message to all their audiences. From it they

spin off a series of related message targeted directly at the specific interests of each individual

segment.

(iii) Public Relation

Most large organizations employ public relations counselors, or establish their own public

relations departments, to provide favorable information about the company and to suppress

unfavorable information. In order to facilitate editorial placement of desired messages a good

public relations person will develop a close working relationship with editors and program

directors of all the relevant media. Publicity campaigns designed to promote the image of the

company are becoming increasingly popular. The marketers have developed methods to monitor

and increase their effectiveness.

3. Selection of Media


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Accessibility to the audience is one of the criteria for successful market segmentation. An

essential component of a communications plan Media Strategy calls for the placement of ads in

the specific media read, viewed, or heard by selected target markets. Advertisers develop,

through research, a consumer profile of their target customers that includes the specific media

they read or watch. In order to develop descriptive audience profiles. Media also research their

own audiences. A cost-effective media choice closely matches the advertisers consumers profile

to a mediums audience profile.

The communicator must select efficient media to convey the message; Media selection is depend

on personal and non personal communication. For personal communication, Advocate channel

media expert channel media and social channel media are used.

For nonpesonal communication media. Company use print media, such as newspaper,

magazines, direct mail, Broadcast media such as radio, television, Network media such as

telephone electronics media such as audiotape, videotape etc and display media such as

billboards, sign poster are used.

4. Designing the Message

All marketer should want to design such message which gain attention, hold interest, arouse

desire and elect action of consumer, Messages should aware consumer about the product and

show consumer intention toward the product. Message design involve message content include

appeals it should be rational, emotional, and moral. It should also theme, idea, or unique selling

proposition.

Message structure effectiveness of any message is also depend on its structure should be

effective and attractive. Message, designed desire also involve message formal such as head line,

copy, color, words, voice etc. and message source.

5. A prior control plan

Marketer has also a control plan to corrective action if required and some alternative for remove

the problems.

consumer behivaour

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