BY RAHUL Roll no: 39

Introduction

Information Search:The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands and their features. Information may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, trade fair etc. Marketers should find out the source of information and their relative degree of importance to the consumers. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, Marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest.

Brand preferences and advertisement :-

Customer learns about mobile phone from many sources, mainly from friends and families, through advertisement and from their own experience. Whether a promotion and advertising help a brand is underresearched. In the long-run, advertisement help brands by making consumer less price sensitive and more loyal. Exposure of an ad is crucial to be effective in changing consumer knowledge, attitude and behavior. Whether consumers like or dislike an ad does not necessarily lead to brand acceptance or rejection. So, even though consumers may like the ad that they see, it does not necessarily mean that they will go out and buy the brand advertised. Usually the consumer uses their attitude towards the ad in brand choice equaled that of attitude towards the brands. Advertisers must remember that advertising messages are interpreted differently between different genders. Women paid more intention about the details of the characters of an ad; when asked to analyze advertising messages. They said that this may be explained by the fact that females have a greater tendency than men to consider external information and information related to others. Women are comprehensive processors who try to gather all available information about the product.

In building brand preferences, there are six strategies:

Need association- the product/brand linked to need through repeated messages. Mood associations- brands should be associated with good feelings through slogans. Subconscious motivation-use of symbol to excite consumers subconscious motives. Behavior modification-consumers are conditioned to buy the brand by controlling cues and rewards favorable attitudes towards the brand/product. Model emulation- portraying idealized lifestyles for consumers to imitate

Consumer Buying Behavior

The main aim of marketing is meet and satisfy target customers need and wants buyer behaviour refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market.

Stage one Initial search

The first search stage in most cases starts with a major search engine (Google, Live, and Yahoo) in its non-local version. Before clicking on a first satisfactory search result, customers were inquired about the nature of their search, for example, how they searched through results, what they were looking for and what grabbed their attention in the result they were about to click on.

Stage two Finding the product

While finding the product online consumers are willing to drill down to the third page of the results. Majority however would only look at the first page of the results (seventy-three percent) while many will only look at the top half of the page. Below figure illustrates the behavior of consumer. (next slide) A common assumption is that young adults tend to be more technologically minded than the rest of the population. Extensive problem-solving behavior

Stage three
The third stage in the product research involves product information collection, pricing and feature/benefit evaluation. Search engines at this stage do not necessarily represent the main resource any more. Survey participants were at this stage just as likely to visit product reviews or news websites, seeking human advice and consumer reviews. Due to rapid growth in technology, information collection and organizing is has become a rather feasible activity and more consumers are turning towards their own research pulling the information than information being pushed to them as that would be the case in most forms of non-interactive media.

Search behavior and response to online advertising

Summary of Findings

Consumers use search engines on both global and local level Result pages are scanned for context corresponding to a supplied search term Pace of search decreases in proportion to the depth of the research Intrusive advertising campaigns can create negative image Place of purchase and product information: Amount of information online directly affects consumer search behavior Online consumers value integrated timesaving features Information breakdown is required to prevent information overload Consumers value human reviews more than automated recommendations

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