COURSE THREE:
THE CONSUMER
AUDIENCE
FIRST QUESTION
WHY IS CONSUMER
BEHAVIOR IMPORTANT TO
ADVERTISERS?
CONSUMER BEHAVIOR
THE WAY CONSUMERS
SELECT, PURCHASE,
USE, OR DISPOSE OF
PRODUCTS, AND THE
NEEDS AND WANTS
THAT MOTIVATE
BEHAVIORS
BUYERS ARE NOT USERS…
AND USERS ARE NOT BUYERS
CONSUMERS= people that
buy the product, but are not
necessarily regular users of
it
CUSTOMERS = people who
are loyal to certain brands of
products
PROSPECTS =people that
might buy the product (new
clients)
WHAT INFLUENCES
CONSUMERS?
• Psychological Influences
• Social/Cultural Influences
• Behavioral Influences
GOING BACK TO MASLOW´S
PYRAMID…
• Psychologically speaking, the consumer´s decision is
influenced by his/her wants and needs.
• We have innate needs (the basic ones - water, food,
shelter) and secondary needs (e.g. prestige, beauty,
learning, affection, etc.)
• Wants = things we desire
MASLOW´S PYRAMID.
A LITTLE REVIEW.
OTHER PSYCHOLOGICAL
INFLUENCES:
- PERCEPTION
AND STATE OF
MIND
- MOTIVATIONS
- ATTITUDES
PSYCHOGRAPHICS
- LIFESTYLES
INTRODUCING
THE VALS SYSTEM
VALUES AND LIFESTYLES
VALS SYSTEM
• Thinkers and Believers— motivated by ideals;
abstract criteria such as tradition, quality, and
integrity.
• Achievers and Strivers— motivated by
achievement, seeking approval from a values
social group.
• Experiencers and Makers— motivated by selfexpression and the need to stand out from the
crowd or make an impact on the physical world.
SOCIAL INFLUENCES:
• social class
• family (household, lifestyle)
• demographics (age, gender, education, race, religion,
sexual orientation, income, occupation, geography,
family status and size)
• ! Your income is a key demographic factor because
you are meaningful to a marketer only if you have the
resources needed to buy the product advertised.
CULTURAL
INFLUENCES
• Norms and Values
– Norms: a culture’s boundaries
for “proper” behavior
– Values: the source of norms,
which represent underlying
belief systems
• Subcultures
– Smaller groups of cultures
defined by geography, age,
values, language, traditions,
or ethnic background
• Corporate Culture
– How various companies
operate (formal vs. informal)
BEHAVIORAL INFLUENCES
• Usage Behavior
– Usage rate: quantity of purchase—light, medium, heavy.
– Brand relationship: past, present or future use of product
— nonusers, ex-users, regulars, first-timers, switchers.
– Innovation and adoption: how willing people are to try
something new.
– Perceived risk: what you have to gain or lose by trying
something new.
• Experiences
– The experience of buying vs. acquiring the product itself.
– Our decisions are based on our experience with the
brand.
CONSUMER
DECISION
PROCESS
• Traditional View
– Need recognition
– Information search
– Evaluation of alternatives
– Purchase decision
– Postpurchase evaluation
• Low-involvement or highinvolvement
– In low involvement,
there’s little or no
information search
SEGMENTING AND TARGETING
• Segmenting
–Dividing the market into groups of people who have
similar characteristics in certain key product-related
areas.
• Targeting
–Identifying the group that might be the most
profitable audience and the most likely to respond
to marketing communications messages.
…
• Niche market = Subsegment of a more general market
defined by some distinctive traits
• Profile = a description of the target audience that reads
like a description of someone you know.
• Narrowing the market = Each time you add a variable
to a target audience definition, you narrow the size of
the target audience. (e.g. Facebook Ads)