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Competition is growing, with newer products being introduced in the market, and new suppliers are consistently being added to the current stream. The consumer behavior is also changing with the passage of time owing to change in needs.
Advertising is considered as the main tool to create product awareness and to tap the psychic conditions of the potential consumers influencing their decisions. This has eventually led to development of gigantic new specialties of Promotion, Consumer behavior and Market research.
The decision making of consumers are studied under many factorial studies
- Personal factors: Demographics such as age, culture, religion, occupation, and moral contextual play major roles in defining consumers.
- Psychological factors: The perceptions and attitudes greatly affect the decision of a person towards any conveyed message. These indicate the social background of the individuals and needs.
- Social factors: A person’s social groups affect their choices, their education, income, and social class all combined have an integral influence on their buying decisions.
- Accessibility to media: The internet and mobile have virtually outclassed all the modes of advertisement. With increasing number of social apps like Facebook, twitter and Instagram and many other, are considered as prime choice.
How Advertisements effect
- Association: Usually the advertisements relate a particular product to celebrities as the brand ambassadors, thus influencing their mystical associations with Hero’s.
- Time & Location: Majority of advertisements are linked to specific programs and at specific timing to reach majority of people.
- Reactions: The advertisements are designed to create consumers to react to them.
- Word conception: Using metaphors and word associations is one of the popular ways to attract people. Short jingles, specific words, and phrases are the most common used mediums.
- Emotions: including Nostalgia and fear can also motivate and influence the decisions.
- Colors and music: Recently numerous studies have been conducted about the use of specific colors and tunes to attract the viewers and listeners.
Photo by Jose Francisco Fernandez Saura from Pexels