Advertisement & Consumer Buying Behavior

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Advertisement has today become one of the most important aspects of all business and to imagine life without it is almost impossible. Advertising is all over all places, on TV and radio, in newspapers and magazines, on billboards and even plastered across the side of the buses. If an advertisement can really persuade us to buy a product, surely it can be just as effective in persuading us to think in a certain way. Advertising has a great influence on our daily lives whether we are aware or oblivious of it.

Consumer is someone who buys and makes use of a product. Therefore, consumer maintain the production cycle moving in addition to play a crucial position in the economic position of any country, as a result, any country will face crisis if consumers don’t have the effective call for items produced. Consumers call for special commodities is primarily based totally on their taste and choice for them. Consciousness of good affects consumer purchase of that good. Other elements that have an effect on one’s taste and choice for a good are psychological and environmental. Taste and choice for a product change overtime. Thus, advertisements play a role in influencing taste and choice of consumers choice.

Consumer behavior includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it and how they dispose of it. In other words, consumer behavior is a behavior of individuals in regard to acquiring, using, and disposing of products, services, ideas or experiences.

Advertising has big stimulating impact on shopping behavior of the consumers. Mostly, marketing and marketing is greater powerful on merchandise which have intrinsic features. Qualities aren’t acknowledged on the time of buy and it takes one to find out the features upon the use of the product. And, whilst there may be a full-size danger of differentiating a product, it pleasant fits to put it on the market on that product.

Types Of Consumer Buying Behavior

There are four types of consumers buying behaviour namely, dissonance reducing, habitual, variety seeking and complex buying behaviour.

Dissonance reducing behaviour occurs when the customer finds it difficult to differentiate among the brands. So, consumers may respond primarily to a relatively better price. After the purchase, consumer might experience post purchase dissonance. This is the consumer behaviour displayed mostly by uninformed consumers.

Habitual buying behaviour is a consumer purchase decision whereby the consumers level of involvement is low. So, consumers don’t search much information among the available brands, and they don’t find important differences among the brands and buy the product without a high level of involvement. If the consumer keeps buying the same brand repeatedly, it becomes their habit.

In case of variety seeking buying behaviour the level of consumer involvement is low, but consumer perceive significant differences among the brands. In variety seeking buying behaviour, consumers very often switch from one brand to another. This type of decision is common among consumers who want to stay ahead of the latest fashion trends.

Complex buying behavior can be defined when consumers are highly involved in making a purchase decision. It calls for a high level of involvement on the part of the consumer. In the case of high involvement, consumers distinguish salient differences among the competing brands. Consumers are involved in case of expensive and highly self-expressive products.

Categories: Business

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