Changes in Advertising to Influence Consumer Buying Behavior, Term Paper Example

Introduction

This paper is based on the consumer buying behaviors and the three products I have selected are Domino’s Pizza, Diet Coke and Clothing from Target. The first product is a food product which is Pizza. The second product is a Beverage Item i.e. Coke and the last product is a clothing item. After selecting these three products I will select one method of the major Psychological process involved in the Consumer buying behavior. There are many psychological processes involved in the consumer behaviors (Solomon, Russell & Previte, 2012)These processes are linked with finding ways of solving the needs of the consumer, identifying the needs, purchasing decision making (i.e. not to purchase a product or whether purchase it, which brand to choose and where to choose etc.) The psychological processes also involves making plans, interpreting the information and implementing these plans. For example to purchase a product actually by engaging in shopping comparison (Mukherjee, 2011). Other psychological processes or factors involves like learned behavior, peer pressure, subliminal messages, general advertising, convenience, image and price etc. (Solomon, Russell & Previte, 2012)In this essay, I will use one of these major psychological process or factor to identify the consumer behavior on the three chosen products.

Major Psychological process in Consumer Behavior

In order to convince the customers what the company is selling the main factor influence the decision is the psychological process. It is the job of a marketer or an advertiser to influence the purchasing process of the consumer. The plans of marketing like the tactics and strategies; implementation of advertising helps to convey the message. In order to implement the successful positioning of brand, the right solution to the needs or problems of the consumer needs to be portrayed (Mukherjee, 2011). The company can take advantage of these psychological factors to predict or explain what the consumer will buy. There are four major factors that impacts the decision making of the consumer (Solomon, Russell & Previte, 2012)

Motivation and Need

When the consumer is motivated to buy the product he needs this influence the buying behavior. Another motivation factor is the physical factor, for example when you are hungry you would be motivated to eat something. When you are going out to an adventurous place you will feel the need to wear a protective gear. Some customers are motivated to look stylish and that’s why they prefer branded clothing. The psychologist pinnacle of Maslow which is the hierarchy of needs is the best way to judge the needs to the consumers. When the need is more basis, there is a greater chance that the consumer will go one step ahead to buy the product. It means that motivation rives the psychology of the consumer and influence in buying behavior.  If the marketer can convince the customer that their service or product will fulfil their motivation drives, they we can convince the consumer to buy the product. The need fulfillment is linked with the process of advertising.

Perception, Distortion, Attention and Retention

In the human mind there are selective ways of viewing the world in which we live. The information reaching the consumers can differ on the perception basis. To seek the attention, the company can use tactics, humor, shock, surprise or any other device which make them listen and watch. Once the attention of the consumers is caught, the company may induce them to remember the message without the use of ‘distortion’ filtering field of their mindsets and outlooks. In order to stick the information to the consumer, repetition also helps. The most basic concept that helps to explains mostly to see the same advertisement and many times it repeats in the TV. The main idea is to convey the important part of the message like the number to get a direct response from call (Solomon, Russell & Previte, 2012)

Conditioning and Learning

The decision making information is mostly gained from advertising to the consumer. This happens specially when there are categories of products that are beyond the experience of the consumer. If there is a message that is a commercial it persuades the consumers to experience the product by trying. This influence their experiences of post-purchases which were proved to be dissatisfying. So, this is why the customers learn to avoid using that product in which they were dissatisfied. So in order to negate the effect of this dissatisfaction the advertising plays a crucial role (Solomon, Russell & Previte, 2012). In relation to that the advertiser needs to teach the consumer other message regarding the product. One is that he needs to remove the prior conditioning effect which was negative and instills a new information in the mind of the consumer (Mukherjee, 2011). This can be done with the help of conditioning as it describes how the gifts with purchases, rewards and also the ‘there’s more’ or ‘but wait’ messages helps to change the bad learning experience of the customer to prefer that product.

Attitudes and Beliefs

The belief and attitude if the consumer can differ regarding the products, service or a seller. These belief can persists even when there is a change of situation which leads to these perceptions. To attract the business, the company may share your values. If a consumer prefers one product to be beneficial or harmful, the company can move to another one and avoid giving the customer the product that is not feasible for them. The most positive trait that position the products according to the belief and attitudes of the customer is advertising (Mukherjee, 2011).  It counterfeits the beliefs of the customers and interfere with the ability of the product to attract buyers.

For Domino’s Pizza product Consumer Buying Psychological Process

The consumer buying behavior in selecting the Domino’s Pizza is based on the perception and physical factors. It means that if a customer is hungry and he wants to eat something then he has different options available. The main psychological factor in buying the Pizza from Domino’s only is the perception of the customer i.e. he is brand conscious or he has a perception that the Pizza of Domino’s is tasty and they deliver fast (Mukherjee, 2011). Advertising plays an important role in changing the consumer buying behaviors so, most people see in the advertisement that Domino’s product are delivered in 20 minutes. This changes their psychology to try Dominos brand because of its fast delivery. Another factor that motivates the consumer to buy Domino’s Pizza is the hunger factor which is combined with the perception of a brand.

For Diet Coke product Consumer Buying Psychological Process

The psychological process involved in the purchase of a diet coke from Coca Cola is the physical factor. When the consumers who are involve in the behavior of buying products of low involvement like the purchasing of Soft drinks, then they make purchase decisions that are automatic. These decisions are based on an information that is limited and they have gathered already in the past. So, when buying a diet coke the consumer is engages in a response routine behavior (Mukherjee, 2011). When buying this drink, the consumer won’t think that much as it is cheap and he buys drink daily. When the product is a part of daily routine, for example lunch routine, then the customer simply do it. The main psychological factors here includes the health factors and the routine behavior. The marketing of soft drink involves presenting the fun images. Coke shares the merriment of a win. So, drinking a diet coke means that the consumers are involved vicariously through the happy screen actors. One of the aspects that is linked with the factor of diet soda is its impact on the people’s health. So, the marketer presents the diet sodas in an inconsequential and slimming way while the full calories of the soda are highlighting often. This helps to revitalize and energize the consumers (Mukherjee, 2011). So, the psychological factors used that affects the buying of consumers for diet Coke is based on perception and physical factors.

For Target’s Clothing product Consumer Buying Psychological Process

Those individuals that want to prefer premium brand or a merchandize that is unique tries the brand of ‘Target’ clothing. This is because the clothing of Target gives the customer a certain status symbol. They prefer to spend more on these premium brands and they want to enhance their self-esteem. So, the main psychological factor that influence this decision making of clothing only of Target Company is based on the peer pressure and social status. People who are brand conscious will pick those products that are exclusive. For example a person who wears the clothing of Target would never buy a local clothing because it is against his image. He want to maintain a high standard that’s why he would prefer to buy an expensive brand that supports his self-esteem and social standard. So, he is mostly cautious of his/her perception towards the other people. That is why he would go for Target or branded clothing because he believe that it is the best brand available and would be willing to pay a higher amount for his status and image. Those having same needs but will prefer different products because of their perception difference. They would go for Marks Spencer or Zara brand etc.

Summary of the Psychological Process selected

These psychological processes influence the buying decision of the consumer. These influences are based on the cultural factors and are significant. For example, in the culture of America, the American will not bargain with the owner of the store. But if we consider the culture of other countries across the globe we can see that this is a general practice to bargain with store owner. There are also physical factors that also affect the behavior of individuals. An example is that buying soft drink when we become thirsty (Khan & Afzal, 2015). The manufacturer of foods have found that there is a way of effective advertisement such as radio in the late afternoon when the individuals are feeling hungry. Another factor that influence the decision is the self-image of a person. For example, an executive wants to buy a car, he will go for an expensive and a flashy car because it portrays the image of his success. Other factors are linked socially and also influence the consumer’s decision. These are the factors of being brand conscious or someone they admire. This include both the mainstream of the social environment (example US citizens are more likely to have eggs, ham or corn flakes than to have rice for breakfast but Asian would prefer rice. When we talk about subculture we can see that the music category rap is appealed more to the population segment than differentiates itself from the mainstream population. Another example is of the manufacturers of sneakers as they are admired and worn by athletes. Finally, the process of consumer buying behavior is influenced by the factor of learning. For example if you want to try a hamburger and figure out that it tastes good and satisfies the need so next time you may consider to buy another hamburger.

Another factor before the consumer purchases the decision is the problem recognition method. This model of the decision of consumer comprises of different steps. One is the recognition of problem that is the customer needs to realize that something is not like as it should have to be. For instance, the car of the consumer is having trouble accelerating and to start properly (Khan & Afzal, 2015). The second part is the searching of information. Customer will go through various websites or ask his friends about the information to solve the problem. There are many alternatives available for the customer. One is that he needs to buy another used car, buy a new car, take the car to mechanical shop for repairs or take a ride to job. Third process involve is the alternatives evaluation. For example, if the customer wants to buy a used car it may also be unreliable and may falter quickly (Solomon, Russell & Previte, 2012). So, he would go for a new car instead of old one. Final stage is the stage of purchasing. Once the customer selects which products he need to buy he will make the purchase. In practical world, many individuals go forth and back between this purchasing decisions. The involvement of the consumer is also important as it tend to change dramatically relying on the product types. In general, the involvement of the consumer will be higher for the items that are more expensive like buying a car or home. These products have a more significance in the life of customers (Khan & Afzal, 2015).  It is crucial to consider the motivation of the buying products of consumer. To get to this goal, the Mean-End chain can be considered a logical progression of the products consequences. Thus, an instance will be that the consumer may see that a car has a fast acceleration, big engine, and feeling of power and performance which automatically leads to enhancing the self-esteem of the consumer. It is crucial in advertising that the company portrays the states of end desires. In short, the main consumer buying behavior is shaped in the three products selected is based on perception and pricing.

References

Khan, J. R., & Afzal, S. (2015). Impact of Online and Conventional Advertisement on Consumer Buying Behaviour of Branded Garments. Asian Journal of Management Sciences & Education Vol, 4, 1.

Mukerji, S. (2011). Changes in Advertising to Influence Consumer Buying Behaviour.

Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.