1.
) CONSUMER DECISION MAKING PROCESS:
PROBLEM RECOGNITION STAGE:
Occurs when the consumer perceives a need and becomes motivated to solve the problem.
It is caused by a difference between the consumer’s ideal state and actual state.
In the advertising of Torex’s No Scars,
For their facewash they are creating a need by a catchy headline which says ‘don’t
bother for scars anymore.’ Further the ad says that it helps to reduce and remove,
scars and marks.
For their other product beauty soap, they are showing how its product can help
making the skin look soft and radiant.
The company is targeting women by their ads as women are largely concerned with
their looks and beauty.
In the ad of Girnar Kesari Tea, it is creating a social need by showing a young girl
with her grandmother having tea together. The line in the ad says, ‘Nani ke sath
gupshup wali chai’ with which they are trying to create a need for affection and a
sense of love.
In the ad of OnePlus, the first line in bold says, ‘Be college ready with OnePlus’
which tells us that the marketers are creating a need for the targeted customers i.e the
college students. The ad also mentions EMI payment which makes the product easily
affordable for students especiall.
INFORMATION SEARCH:
Once consumers perceives a problem or need that can be satisfied by the purchase of a
product or service, they begin to search for info needed to make a purchase decision. It can be
internal or external search.
In ads of automobiles like Toyata Glanza, Jeep Compas etc. various information is
given regarding their price, warranty, after purchase service, features which are new.
These are marketer controlled sources which falls under external search.
In an ad of Manipal University, they have given information such as the courses
offered, number of students and faculties and the awards and approval they have got
till date for their campus in Jaipur.
Another way of information search are public sources like articles in magazines. In
an article on Honda Jazz which tries to promote it by mentioning positives like
smooth driving experience, amazing features and stylish looks. The article reads about
how a campaign was a hit using a cat as a protagonist.
Amul ads in newspapers are always targeted to set them apart from others. They
always uses a trending topic such as Chandrayan 2 launch with a message which is to
bring a patriotic feeling amongst the consumers and attract their attention. This is
selective attention.
ALTERNATIVE EVALUATION:
In this stage the consumer compares the various brands or products or services he or she has
identified as being capable of solving the consumption problems and satisfying the needs or
motives that initiated the decision process. The consumer creates a subset known as the
evoked set of all brands of which they are aware. Marketers use advertising to create top of
mind awareness among consumers so that their brands are part of the evoked set of their
target audiences.
In an ad of Jockey showing an astronaut on the moon, they are trying to remind the
consumers their 50 years of success to maintain high awareness levels and increase
the likelihood they will be considered by consumers in the market for the product.
The tagline says, ‘Engineered to support the first manned moon mission’. What they
are trying to convey is that the brand is trusted for many years now due to their
unmatched comfort in extreme conditions.
In a creative ad of Tupperware, the marketers are majorly concentrating on eco
friendliness attributes of their product by using the terms like reusable green earth
less waste non toxic etc. They are trying give a positive feeling to the customers with
this advertisement and with the same, telling them to choose their product over others
to contribute towards a greener environment.
PURCHASE DECISION:
Marketers try to develop and maintain brand loyalty among customers. They use reminder
advertising to keep their brand names in front of consumers.
In an ad of Bosch appliances they have mentioned ‘No.1 brand in Europe’, which is
an effective way of showing the consumers why they should select their brand over
others.
In the ad of Apple Mac, the advertisers are targeting businesses to choose their
products for their employees by mentioning that 3 out of 4 employees would chose
Apple for use at work.
POST PURCHASE EVALUATION:
After using the product the consumer compares the level of performance with expectations
and is either satisfied or dissatisfied. Marketers have come to realize that postpurchase
communication is important.
In the ad of Tata Harrier, the advertisers have shown the testimonials of some of their
existing customers with all having different areas of field from a wildlife
photographer to a business development head. All are giving a positive review to the
choice they made. This ad is trying to create a sense of satisfaction amongst the
customers.
2.) SOURCE FACTORS AND CELEBRITY ENDORSEMENTS
SOURCE CREDEBILITY:
In an ad of Sensodyne, they have mentioned that 9 out 10 dentists recommend the
brand. This type ad adds credibility to the brand and the source over here is someone
with expertise.
In an ad of Boost, cricket stars Dhoni and Kohli is seen. The source over is
trustworthy as they are athletes and highly credible communicators.
SOURCE ATTRACTIVENESS:
In an ad of Honda, a couple is seen with their newly bought motorcycle. In this the
marketer recognized that people will be more likely to be influenced by a message
coming from someone with whom they feel a sense of similarity.
The MG Hector ad is showing a british actor Benedict Cumerbatch as the brand is
based out of Britain. They are trying to attract the consumers with the help of this
world famous actor which everyone admires. And as the company is new in India,
people will be able to recognize it with the help of this actor.
In an another ad Tiger Shroff is seen with the new Kia Seltos with the heading
‘Badass by design’. The advertiser is trying to show the products stylish look in a
creative way i.e by showing a celebrity who is famous for his action movies.
In an ad of Raymond, a stylish model is seen wearing the suit who is not famous. The
advertiser over here is trying to draw attention to their ads by featuring a physically
attractive person who serves as a decorative model rather than as an active
communicator.
SOURCE POWER
Amitabh Bachchan is endorsing for this brand since the last 5 years. Jewellery adds
ecstasy to occasions which are celebrated in our country. The brand believes that
Bachchan’s stardom and popularity at the global level will help them to play
aggressively in the consumer space.