Consumer behaviour (personality segment market)
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The document discusses different types of consumers and how advertisements target each type. It describes highly dogmatic consumers who prefer established brands and low dogmatic consumers who prefer innovative products. It also discusses consumers with high stimulation levels who are willing to try new products, consumers with high need for cognition who prefer ads with detailed product information, and visualizers versus verbalizers in terms of ad preferences.
Consumer behaviour (personality segment market)
- 1. Consumer behaviour MADE BY MANUJ SINGH (MBA 1ST YEAR)
- 2. Highly Dogmatic Consumers Dogmatism is an extent to which a person reacts to relevant information on its own merits, carefree (regardless) by the irrelevant factors in the situation. The highly dogmatic consumer is more likely to choose an established product, rather than innovative, product alternatives, where as a low dogmatic consumer would prefer innovative products over established or traditional alternatives. In the subsequent advertisement King khan represent established brand with the tag worlds number 1 fairness cream. and Aaj tak claims to be the number 1 news cannel for consecutive years
- 4. HIGHLY DOGMATIC CONSUMERS Aaj tak sabse tez
- 5. Consumers with high stimulation levels In this the consumers with high stimulation levels are willing to take risks to try new products. This new product ad. from MC Donalds (maharaja burger ) is directed towards the youth Thoda aur time lagega .
- 6. Consumers who are highly stimulated, tech savvy and have high purchasing power will find this advertisement appealing. Even they dont buy the product, they are willing to find more information.
- 7. INNER DIRECT CONSUMERS WITH HIGH OSL These are more directed towards their inner values or standards in new products. They are likely to be innovators.
- 9. CONSUMERS WITH HIGH NEED FOR COGNITION More interested in ads. , rich in product related info, their comparisons and descriptions. The ad of Sona Chandi Chyawanprash describes that this is for all age group, immunative, and sharpens the mind. TAGLINE sona de surakshit tan chandi de tez dimaag
- 10. Airtel 4G LTE tested its downloaded speed Result - 138mb/s
- 11. Visualizers Consumers who prefer visual information and products that shows the visual.
- 13. Verbalizers Verbalizers are relatively simple ads. to convey a message to a very specific audience.