MKTG 4100 Lecture Notes - Lecture 3: Psychographic
15 Jul 2019
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Lecture 3 chapter 3 mktg 4p23. New product ad needs to make it clear why the consumer needs the product. To do this, marketers need to understand what motivates consumers. Help identify what needs their products/services satisfy. How they attend to various sources of information. Perception is influenced by internal factors such as personal experience and beliefs. Perception is influenced by external factors such as the ad size, colour, intensity, and context. We choose whether to make ourselves available to the information or not. We focus on some ad details but not others. The way in which you interpret the ad. This depends on attitude, beliefs, and personal experiences. Not all information given to consumers are remembered. Helps consumer"s learning and memory of the product. Evoked set where you want your brand to be. Characteristics can be seen by anyone, not just the observer. The time taken from purchase decision to actual purchase will vary.
