opinion building and consumer behaviour

CONSUMER OPINION

BY….. RAGHAV JHA M.B.A / M.COM

CONSUMER OPINION

• An opinion is a judgment, viewpoint, or statement that is not conclusive.

• It is a subjective matters• There is no conclusive finding• Differ people to people• An opinion can be change

SHAPING / CHANGING CONSUMER OPINION

• Shaping consumer views for the product or service at initial stage of life cycle.

• Changing consumer opinion refers to the change the current opinion of the consumer.

TYPES OF OPINION CHANGE

• According to KELMAN there are 3 types of opinion change:-1. COMPLIANCE2. IDENTIFICATION3. INTERNALISATION

COMPLIANCE

• People feel there is no need to challenge the request.

• Alternative to compliance would be greater discomfort.

IDENTIFICATION

• When a consumer accept the opinion of social leader rater than learning through practice.

INTERNALISATION

• Internalization means an individual's acceptance of a set of norms and values (established by others) through socialization.

• Advertisement from childhood to young age is refers to internalization.

PRODUCT ROLE IN SHAPING CONSUMER OPINION

• PRODUCT QWALITY :- Ability to satisfy the consumar needs.

• PRODUCT FEATURES:- A differentiating tool.

• PRODUCT STYLE & DESIGN :- Apperance of the product.

ADVERTISING ROLE IN SHAPING CONSUMER OPINION

• Advertisment paly 3 vital role in shaping consumer opinion shaping:

1.Advertising appeal1. Emotional appeal2. Rational appeal

2.Advertising executional element3.Product indorsment.

ADVERTISING APPEAL

• advertisment appeal refers to the attract the attantation of consumer to change their opinion towards product/ service / brand.– EMOTIONAL APPEAL:- relates to the consumer

social or psychological need for purchasing the goods and services.

– RATIONAL APPEAL:- focous on consumer actual need utilitarian need.

ADVERTISING APPEAL

ADVERTISING EXECUTIONAL ELEMENT

• Execution refers to the manner in which appeal is carried out.

1. STRAIGHT SELL :- straightforward presentation of information about product or services.

SCIENTIFIC EVIDANCE

DEMONSTRATION

COMPARISION

TESTIMONIALS

SLICE OFLIFE

ANIMATION

PERSONALITYSYMBOL

FANTACY (IMAGINARY)

DRAMATISATION

COMBINATIONS