opinion building and consumer behaviour
TRANSCRIPT
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