Assignment#01

Consumer Behavior
Submitted by: Shamsher Ali
Reg ID: 110161
BBA-7
Submitted to: Mr. Qazi Ahmed

Date of submission: Oct 3rd, 2014

Q) Explain the factors that affect the consumer perception towards advertising in
Pakistan?
Advertising is the paid, non-personal communication of information about products
or ideas by an identified sponsor through the mass media in an effort to persuade or
influence behavior.
Advertising and consumer perception: Advertising and consumer perception
has a very positive relationship. Consumers have mind set about products offer by
different companies. Consumers form opinion about different brands by their five
senses and they start making their own point of view. So Marketers are actually very
smart; they apply consumer perception theory to determine how their customers
perceive them. They also use consumer perception theory to develop marketing and
advertising strategies intended to retain current customers and attract new ones.
Marketers in Pakistan should know the significance of advertisements and to know
what is it in an ad that would affect consumers mindset the most and how to make
an ad more interesting or attractive so that it remains in minds of consumers for
longer period of time and convince buyers to choose their brand over others.
In Pakistan, Brands are coming up with advertisements on daily basis in response to
each others ad campaigns. When one brand launches an ad with offering special
packages, the other brands find a similar or different way of re-bounding by offering
more benefits than that brand. E.g. we can take the example of cellular companies.
Consumers are bombarded with advertisements on daily basis.
AIDA Model
AIDA stands for attention, interest, desire and action. This model is used for
effective communication with customers in a way that better respond to their needs
and wants.it is basically how customer view an advertisements. In Pakistan this
model is used for attracting customers and sells their products by creating needs
and give benefits to consumers.

The "A" represents attention or awareness, and the ability to attract the
attention of the consumers.
The "I" is interest and points to the ability to raise the interest of consumers
by focusing on and demonstrating advantages and benefits (instead of
focusing on features, as in traditional advertising).
The "D" represents desire. The advertisement convinces consumers that they
want and desire the product or service because it will satisfy their needs.
The "A" is action, which leads consumers toward taking action by purchasing
the product or service.

This model basically helps different companies how to attract customers. The first
and important stage is attention if customers give attention to some ads it means
that they are interested in buying that product. This model actually tries to explain
how a consumer attracts towards advertisement. Firstly brands need attention of
customers after attention, consumers try to find interest and advantages they will
get form the product. After that desire comes, the ads shows that it will satisfy the
needs and wants of consumers then the final stage action which leads consumers to
buy that product.

Psychological
Pakistan

Factors

affecting

Consumer

Behavior

(perception)

in

There are three different processes which lead to difference in perception.

Selective Attention: it refers to the process where individuals pay attention

to information that is use to the, or their immediate family members.
Consumers in a single day are exposed to thousands of messages through
advertisements.so consumers will attract to those which would benefit them
in any way otherwise he will ignore those ads which will be of no use to
him/her.

Selective Distortion: Consumers give attention to those ads or information

which relates their thoughts and beliefs.

Selective Retention: Consumers keep those things in mind which would

benefit them and useful for them, rest all they forget with time. e.g. if
someone wants to buy a watch and he remembered advertisement of RADO
which he had seen several days ago.it will definitely comes to his mind on the
very first time and he will buy that watch.

Its up to the advertiser company how to grab customer attention and create
benefits and satisfaction for them. If they want to achieve good results they need to
work hard by making their advertisements interesting.
There are some other factors which influence buying behavior of consumers.

Cultural factors
Social factors
Personal factors

Cultural factors
Culture is an important factor when it comes to individual study.an individual will
influence by his friends, family etc.so marketers and advertisements needs to focus
on this factor that it should be according to the culture of particular region. If
companies want that consumers adapt their products they need to make ads
according to their values, culture etc. e.g. a country like Pakistan which is a Muslim
country cant sell alcoholic products through advertisements.
Social factor
People from different social classes tend to have different desires and consumption
patterns. They usually do not always buy the same products, do not choose the
same kind of vacation, do not always watch the same TV shows, do not always read
the same magazines, do not have the same hobbies and do not always go in the
same types of retailers and stores. e.g. consumers from the middle class and upper
class generally consume more balanced and healthy food products than those from
the lower class.
Individual can also be influenced by a group to which he doesnt belong yet but
wishes to be part of. This is called an aspirational group. This group will have a
direct influence on the consumer who, wishing to belong to this group and look like
its members, will try to buy the same products. e.g. if any celebrity use a product
them his followers will also try to buy that products and attract towards those
advertisements in which their favorite celebrity in ads.
Personal factors:
Personal factors include many things like age and way of life, lifestyles and
personality types.
The age is an important factor. Person having an age of 70 has totally a different
mindset than that of 20.so marketers needs to make different ads for both of them
because their way of thinking and way of life is totally different firm each other.in
addition to it, personality is also an important factor. If person belongs to a group of
elite class and rich category then he wouldnt waste time by seeing ads which is for
middle class people. Some other example can be if a consumer is sports oriented
and he likes sports then he will definitely show interest in ads of Nike etc. otherwise
it will be of no use to him if he is not interested in sports.
Some other factors:

 Humor advertising: In Pakistan this type of advertisements has positive

impact on consumer perception. They are attracted more towards these kinds
of advertisements. Consumers find it very interesting and they watch these
ads till end .e.g. Ufone has used entertainment humor ads in order to build
consumer perception of their brand though advertising which increased their
sales by manifolds due to which attention, desire, interest and action was
created.

Celebrity endorsement: Advertisements that have glamorous celebrities in

it would also attract consumers and affect their buying behavior. This is
because people are usually inspired and influenced by famous personalities
and they look up to them. Therefore, they would believe them more and
would probably buy a brand only because of their favorite celebrities.
Consumers watch ads very interestingly when those ads have their favorite
celebrity. E.g. Shahid Afridi ads of head & shoulder shampoo. Sonam kapoor
in Q mobile phones ads. Ali zafar in Telenor talkshawk. These companies
spent a lot of money on these ads just to create attention and then action of
buying that product.

Nagging factor: marketers in Pakistan also target kids consumers very

smartly. They make the favorite characters of kids shown in cartoons and
movies etc. in products.so whenever kids go to market they want that
product. They need bag, lunch box, clothes etc. which has their favorite TV
characters pictures on it.so marketers use that need of kids and target them
because kids market is also a huge market to serve. If parents dont buy
them that products children force their parent to buy that product for them so
that factor is called nagging factor.it comes through advertising. Kids play
games online. They need to login if they want to play games and marketers
collect their personal data through online games and then they target them.
If there are 5 kids playing games online from 5 different geographic areas
they will see 5 different advertisements on their homepage.

Credibility: Product credibility is an important factor.in these kinds of ads

product safety is assured .e.g. banking transactions. Easy paisa, Mobicash
zaban ka pakka.the credibility is an important factor because in cultural
dimension Pakistan is very high in uncertainty avoidance so credibility and
product/services safety is very important factor.

Irritation: consumers also got annoyed when there is repetition of ads and
when there is unwanted music dance etc.it makes people annoyed and
offended because they fell that it doesnt have any link with the product.
Negative opinions formed when these kinds of ads seen by consumers. E.g.
ptcl one land link ad, Des ka biscuit gala.so the companies should avoid these
kinds of TV ads.

Conclusion:
Advertisements in todays modern environment in Pakistan have become one of the
major sources of communication between the manufacturer and the user of
products. Any company cannot dream to be a well-known brand unless it invests in
promotional activities, which for consumer markets have been dominated by
advertisements. Use of any other source of promotion is normally not considered
feasible for such markets.