1. Advertising and Consumer behaviour

2. Advertising:
According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducing people to buy.”

3. Elements of advertising
Trial
Continuity
Brand switch
Switching back

4. consumer
behaviour

5. Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.

6. Elements of consumer behaviour :
Who Buys
When do consumers buy
How consumers buy
From where do consumers buy
Why do consumers buy

7. Factors Affecting Consumer behaviour
Economic factors
Personal income
Family income
Expected income
Discretionary income
Liquid assets with consumer
Disposable income
Consumer credit
Psychological factors
Individual needs
Image
Attitude
Learning
Personality and life style
Socio-cultural factors
Family
Social class and caste
Reference groups
Culture
religion
Personal factors
Age
Education
Occupation
sex

8. Impact of advertising on consumer behaviour:
Advertising persuades the audience of usefulness of the product and makes them feel the need to have the product . effective advertisement creates demand and makes the person go to shop and buy the product.
It promotes new uses of the product and helps in understanding the methods of using it.
Attracts customers with special offers like festival discounts, stock clearance sales etc.

9. Comparative advertising creates brand preference.
It reminds the consumer about the product and thereby induces them to repurchase order
It provides information about availability of products , method of using product etc.
It overcomes the dissonance of customers.

10. Importance of study of consumer behaviour in advertising
Helps in selecting message content
Helps in selecting message source person
Helps in selecting media and media mix
Helps in deciding media scheduling
Helps in understanding buying motives
Effective advertising campaign

11. SEARCH FOR INFORMATION POST PURCHASE BEHAVIOUR
Buying process:
NEED AROUSAL
SEARCH FOR INFORMATION
POST PURCHASE BEHAVIOUR
BUYING PROCESS
EVALUATION OF VARIOUS ALTERNATIVES
PURCHASE DECISION