Consumer Behavior

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Consumer Behavior
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1: Social Class Influence
a): since consumers of middle class have more disposable income compared to lower class
consumer and because there is trend middle class consumers to look out for brands which are
more upmarket, consumers of middle class will more enticed to spend on niche designs and
branded products, thus the product lines and styles for middle class must be unique, modern,
extremely style with an arty quality (Lumen, 2019).
Lower Class consumers are steadier in their brand loyalty because cannot have enough
money to take risk of moving to an unknown brand, thus the consumers of lower class will be
satisfied with standard traditional designs, that are robust, comfortable and cheap (James,
2018).
Products are usually used to measure social class and living room of a family shows how a
family wants to be perceived, thus the furniture is specifically sensitive to influence social
classes. Hence, social class of consumers is impacted by the furniture and home decoration
(James, 2018). The product line for middle class consumers must emphasize more on luxury,
comfort, quality, trendy design, convenience, and visual appeal. Lowe class consumer’s
product line needs to be long lasting, study, and worth for money.
b): consumers of middle class consider their homes achievement and status symbol and
reputation. They put figurative worth on furnishing; the advertisements intended for them
must focus a complete home environment as ways for self expression (Kashyap, 2020).
Consumers of lower class look for consistency and respectability to norms. Advertisements
intended for them must stress on the utilitarian as well as practical factors of furniture
(Kashyap, 2020). Social classes differ in regarding the ways they convey and get
communications. Therefore, consumers of lower class depict their world in real and personal
terms. Consumers of middle class commonly portray their familiarity from various
viewpoints (Shavitt, Jiang, & Cho, 2016).
c): as consumers of lower class might not have the complete amount needed to a buy, the
store must propose plans for installment payment and deposit lay away. The stores have to
understand that lower class consumers aim to utilize their credit cards for installment
payments, whereas the middle class members pay their full bills through credit cards
monthly. Therefore, a payment policy of ‘pay later and buy now’ is probably to attract
consumers of lower class into purchasing (TP, 2017). For middle class consumers, an in-store
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offer of low price for cash payment or personal check instead of credit is a successful
payment policy (Lumen, 2019).
2: Promotional Message
a) Highly Dogmatic Consumers

Dogmatic consumers react best to promotional messages which focus on making
customer’s happy, safe, or making them jealous of other customers. For instance, in
advertisements for Gucci bag, Rolls Royce, or Mercedes Benz which focus on status,
wealth, and luxury will certainly make a dogmatic consumer happy, whereas make
others jealous of him/her (Graves & Matz, 2018).
b) Inner-directed Consumers
Consumers in this personality market segments react best to those advertisements
which focus on personal benefits and features of products which facilitate them to
utilize their own standards and values in assessing products. Thus, the promotional
messages intended for them must show personal accomplishment and satisfaction
gain. For example ICICI bank, Lexus, Fevicol are best promotional messages for
inner-directed consumers (Bano, 2015).
c) Consumers with high optimum stimulation level
These consumers respond best to promotional messages which promote new category
or good which is innovative. They are able to shift to new goods, ideas, or practices
even at a high price. For example these consumers might be more lured to products of
Apple because these goods offer innovative products and ideas which satisfy needs of
consumers to try something new (Hausman, 2016).
d) Consumers with high need for recognition
These consumers are more probable to react to promotional messages which provide
good reasons as well as arguments for buying goods. The cognition definition can
assist defining such category of consumers as inherent innovation to involve in
activities for solving problems. Usually the consumers who have high need for
recognition favor ads that have more information about product. For example, ads
which provide clear cut information and no distractions for buying their goods such as
alarm security for houses or insurance companies which grasp their attention as it
provides genuine information and facts regarding the product benefits (Graves &
Matz, 2018).
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e) Consumers who are visualizers versus consumers who are verbalizers

Visualizers are those consumers who chose visual products and information which
focus on the illustration for example videotape club membership, whereas the
verbalizers are those who chose the written information about products for example
book club membership. Therefore, the promotional message for visualizers must the
ads showing solid visual elements for example Pontiac ad of general motors
corporation. Promotional message for verbalizers must be to lift a query to consumers
and gives written answer or aspect which has thorough explanation to attract the
verbalizer consumers. An example for this is Rosetta Stone – a firm that teaches
language shows the detailed technique to learn a language with a complete assurance
including all the learning methods, writing, speaking, and reading skills (Hausman,
2016).
3) Advertising Agency
The reference groups impact choice of consumer so before employing a superstar female
singer to promote our product, the following factors must be raised:
Normative Influence: when reference groups impacts attitudes and behaviors by consistency,
then this factor is called as normative influence. Studies in marketing have shown that
consistency pressure influence purchasing decision and it is true if the product is noticeable in
use and buy and social acceptance of group is a solid motivator (Kashyap, 2019).
Informational Influence: a customer will acknowledge information from a group if he/she

deems the group a reliable source of expertise and information and if they think the
information will improve the knowledge regarding choice of product.
Comparative Influence: it implies contrasting oneself to other group members and judging
whether groups will be helpful as well. Consumers always compare their attitudes with those
important members of group. They attempt to relate themselves with groups with which they
have the same opinion (Kashyap, 2019).
Commonly, consumers evaluate the reliability of celebrity endorsement in terms of perceived

expertise of celebrity in a particular category of product and her usual credibility. Before
hiring the celebrity, advertising agency and the company should assess he image and off-
stage behavior, and the influence it’s going to have on the name of company. It is specifically
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essential as a celebrity who is involved in controversy such as highly publicize divorce, being
charged for sexually nonstandard behavior, or arrested for drugs, etc. is going to have a
negative influence on the company’ name which employs the celebrity to promote its
products (Kashyap, 2019).
4) Subliminal Message
Subliminal messages are auditory or visual stimuli which the wakeful mind can’t identify,
generally put into other media for example songs or television commercials. This type of
message can be utilized to fortifying or intensifying the articulacy of ads or to deliver an in
total diverse message completely (Shewan, 2017).
Examples
1. Pepsi was the first to uncover the advertisement by playing up the shock of getting a
Coke when in actual you wanted a Pepsi. The reaction of Coke was perchance even
superior, taking advantage of caped Coke as a genuine hero in the story. It worked
well as the both common rivals both control to make customers perceive product in a
positive way, whereas throwing an obvious shadow on the rivalry (Lincoln, 2020).
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2. The logo of Tostitos is something majority of us know, however if you have taken
some time to actually examine it, you most likely missed the concealed picture in the
middle. The two T’s make two friends who are sharing salsa and chips. It worked well
as it is not your face, and it endorses brand’s benefits. The message is so delicate; you
probably have never deliberately seen the message before. Have a delicious snack
with your loved ones (Lincoln, 2020).
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Bibliography
Bano, P. (2015, October 8). Promotional messages for different kinds of personality.
Retrieved April 19, 2021, from Slide Share: https://www.slideshare.net/pbano/personality-
and-cb-40011748
Graves, C., & Matz, S. (2018, May 2). What Marketers Should Know About Personality-
Based Marketing. Retrieved April 19, 2021, from Harvard Business Review:
https://hbr.org/2018/05/what-marketers-should-know-about-personality-based-marketing
Hausman, A. (2016, September 6). Consumer Personality Segmentation in Digital

Marketing. Retrieved April 19, 2021, from Market Maven:
https://www.hausmanmarketingletter.com/consumer-personality-digital-marketing/#.YH0Q5-
gzbIU
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ADVERTISING (AND 5 THAT AREN’T). Retrieved April 19, 2021, from Ignitive Visibility.
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1

1: Social Class Influence

a) Highly Dogmatic Consumers

e) Consumers who are visualizers versus consumers who are verbalizers

Informational Influence: a customer will acknowledge information from a group if he/she

Commonly, consumers evaluate the reliability of celebrity endorsement in terms of perceived

Hausman, A. (2016, September 6). Consumer Personality Segmentation in Digital

Kashyap, D. (2020). Influence of Social and Economic Classes on Consumer Behaviour.

Kashyap, D. (2019). Reference Groups: Meaning, Types, Factors and Application |

Lincoln, J. E. (2020, March 11). 11 EXAMPLES OF EFFECTIVE SUBLIMINAL

Shewan, D. (2017, October 24). 6 Examples of Subliminal Advertising, from Spooky to

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