Downloaded 22 times
Consumer behaviour unit 1
The document discusses consumer behavior, including its definition, importance, and the various internal and external factors influencing it, such as personality, perception, culture, and social class. It emphasizes the need for advertisers to understand and persuade consumers effectively, using insights into consumer motivation and behavior. The role of advertising is presented not just as conveying information, but as a means to influence consumer decisions through persuasive communication.
More Related Content
Similar to Consumer behaviour unit 1
More from Deviprasad Goenka Management College of Media Studies
Consumer behaviour unit 1
- 1.
- 2. Unit I Introductionto consumer Behavior Concept of Consumer Behavior Need to study Consumer Behaviour External & internal Variables influencing Consumer Behaviour
- 3. CONSUMER BEHAVIOUR Meaning,Importance. Consumer Behaviour – Understanding Behavior is based on below mentioned characteristic Consumer’s Personality Perception Attitude Thinking Pattern Motivation
- 4. CONSUMER BEHAVIOUR Meaning,Importance. Consumer Behaviour – Understanding Behavior is based on below mentioned factors Culture Social Class Family Core Value
- 5. Need to study Consumer Behavior Advertising is not only information It is to understand consumer Persuade consumer to buy product Persuasion is possible only when advertiser knows his consumer segment
- 6. PERSUASIVE COMMUNICATION changethe behavior of consumer motivate consumer Learning change perception of consumers
- 7. External & internalVariables influencing Consumer Behavior External Variables Product Promotion Price Channels of distribution Socio Cultural Environment Family Informal Sources Social Class Culture Sub Culture
- 8. INTERNAL VARIABLES Motivation Perception Learning Personality Attitudes
- 9.
- 10.