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    Consumer Behavior and Marketing Communication

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    Nitish Kumar Kattamuri
    Consumer behavior is influenced by marketing communication and involves various disciplines like psychology, sociology, economics, and anthropology. Marketing communication benefits organizations by building relationships, facilitating innovation, and overcoming obstacles. It is linked to consumer behavior through a hierarchy of awareness, knowledge, liking, preference, conviction, and purchase. Unique communication methods and integrated marketing communication align marketing messages across channels to effectively communicate with consumers. The COVID-19 pandemic has affected consumer behavior by reinforcing new beliefs, shaping habits with new products, and sustaining habits using contextual cues.

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    Consumer Behavior and Marketing Communication

    Uploaded by

    Nitish Kumar Kattamuri
    36 views31 pages
    Consumer behavior is influenced by marketing communication and involves various disciplines like psychology, sociology, economics, and anthropology. Marketing communication benefits organizations by building relationships, facilitating innovation, and overcoming obstacles. It is linked to consumer behavior through a hierarchy of awareness, knowledge, liking, preference, conviction, and purchase. Unique communication methods and integrated marketing communication align marketing messages across channels to effectively communicate with consumers. The COVID-19 pandemic has affected consumer behavior by reinforcing new beliefs, shaping habits with new products, and sustaining habits using contextual cues.

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    How is it important for an organization?

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    Consumer behavior is influenced by marketing communication and involves various disciplines like psychology, sociology, economics, and anthropology. Marketing communication benefits organizations by building relationships, facilitating innovation, and overcoming obstacles. It is linked to consumer behavior through a hierarchy of awareness, knowledge, liking, preference, conviction, and purchase. Unique communication methods and integrated marketing communication align marketing messages across channels to effectively communicate with consumers. The COVID-19 pandemic has affected consumer behavior by reinforcing new beliefs, shaping habits with new products, and sustaining habits using contextual cues.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    36 views31 pages

    Consumer Behavior and Marketing Communication

    Uploaded by

    Nitish Kumar Kattamuri
    Consumer behavior is influenced by marketing communication and involves various disciplines like psychology, sociology, economics, and anthropology. Marketing communication benefits organizations by building relationships, facilitating innovation, and overcoming obstacles. It is linked to consumer behavior through a hierarchy of awareness, knowledge, liking, preference, conviction, and purchase. Unique communication methods and integrated marketing communication align marketing messages across channels to effectively communicate with consumers. The COVID-19 pandemic has affected consumer behavior by reinforcing new beliefs, shaping habits with new products, and sustaining habits using contextual cues.

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    © All Rights Reserved
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    of 31

    Consumer Behavior and

    Marketing Communication
    SAI KRUPA THOTA
    III BBA
    What is consumer
    Behavior???
    How is it important for an organization???
    Consumer Behavior
    • Social psychology
    • The behavior that consumers
    display in while searching for, • Anthropology

    purchasing, using, evaluating


    • Economics
    and disposing of products and
    services that they expect will • Sociology

    satisfy their needs • Psychology


    Business-Consumer Communication
    process
    • Sender (Source)
    • Encoding
    • Receiver
    • Decoding
    • Feedback
    Marketing Communication!!
    What is it?
    Benefits of Marketing Communication
    • Building and maintaining relationships
    • Facilitates innovation when marketing
    • Enhancing transparency
    • Overcoming marketing obstacles
    • Establishing professionalism while marketing
    How marketing
    communication is linked to
    Consumer Behavior?
    Hierarchy of stages that a consumer goes through
    during marketing communication
    Lack of awareness

    Creating awareness

    Knowledge

    Liking

    Preference

    Conviction

    Purchase
    Unique ways of
    communicating with
    consumers
    Stats of 2020 research
    • 67% - Felt ads are very repetitive

    • 44% of those 67%, wants not to use the brand cuz ads annoy a lot

    • 68% felt that some brands were creative, but are irrelevant to the
    needs

    • 60% of people want to see innovative ads even if they of no use.


    Integrated Marketing
    Communication (IMC)
    And what is Traditional Marketing???
    Traditional marketing
    IMC

    • IMC is something that to involve various channels, and have to align


    the core marketing message and communicate effectively with the
    customers. The various channels usually involve SEOs, E-mail
    marketing, Traditional marketing approaches, etc.
    How is IMC with CB??
    Survey on consumer Trust on comm. media
    SOCIAL NETWORKING SITES

    26%
    Trust
    38% Don't trust much
    Never trust

    36%
    Survey on consumer Trust on comm. media
    Online news papers & magazines

    30%
    Trust Don't trust much

    47%

    Never trust

    23%
    Survey on consumer Trust on comm. media
    Printed news papers & managizes

    18% Trust

    Don't trust much


    19%
    63% Never trust
    Survey on consumer Trust on comm. media
    TV & Radio

    16%
    Trust

    14%
    Don't trust much

    70% Never trust


    Significance of Marketing
    Communication on CB
    STDC Model
    See – Think – Do –Care
    (To know how a consumer behaves while buy something on online)
    STDC Model
    • The stage of SEE, ensures presenting the product to a potential
    customer on online.
    • The stage of THINK supports the consumer thinking about the
    product, e.g., looking for information on the product, comparing
    prices, etc.
    • The stage DO, will convince the consumer to buy a product, to which
    online forms of marketing communication will mostly happen.
    • The final stage CARE is about contacting the existing customers and
    knowing their feedback, presenting them with options of various
    other products, etc.
    How has pandemic affected Consumer
    Behavior?
    • Reinforcing positive new beliefs

    • Shaping emerging habits with new products

    • Sustain new habits, using contextual cues

    • Align Messages to Consumer mindsets

    • Analyse consumer beliefs and behaviour at granular level


    Thank you
    Sai Ram!!

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