Impact of Advertising on Consumer Behaviour for Automobiles - Dissertation Example

Advertising is used to manipulate, encourage and persuade viewers which can be a specific group also, towards some action. Mostly the desired action is to drive consumer behavior towards some commercial products or services, sometimes ideological or political advertisements are also done. Industries often use advertisements to increase the consumption rate of their products and services by consumers. This became very easy by branding. For example, when a customer thinks about a smartphone the first company name that comes to their mind is Apple.

That is because of branding. Advertising can be mostly two types they are ATL and BTL.ATL (Above the line) is mainly the hoarding, banner types of OOH (out of home) advertising including the audio, visual advertisement in television or radio. Advertisement in print media is also another type of ATL.BTL (Below the line) advertisements are those when a company directly involves its sales force or chain members into advertisements of the product may be along with sales like giving more incentives to the sales representatives increasing commission according to the sale by salesman (Doraszelski and Markovich, 2007). Consumer behavior is the reflection of consumer attitude or reaction towards some products or advertisements or organizations.

Consumer behavior can be different according to some factors like geographic, psychographic, demographic, etc. Geographic consumer behaviors vary according to the geographic location of the consumer. Like people who live on mountains or high hills, their food habits or clothing are different from the people who live near the sea or ocean to some extend. People who live in cold climates have their living standards and people who live in tropical zones have living standards that are totally different.

Demographic consumer behavior varies according to some criteria like age, sex, education, income, marital status, no. of children, etc. to a certain product different age group people react differently. Kids are attracted to colorful and sweet products, teenagers and young people are attracted to cool and fashion trend products and mature people are attracted to products that give them long-term services and also bring extra value like a brand. According to the choice of the sexual difference of the product varies.

Girls like the color pink but most boys like blue. According to different educational background interest of the people varies. Like people who are from a technical background, they are generally tech-savvy. So when a new technology comes to the market they get attracted to it. People who come from arts and literature backgrounds are mostly attracted to artistic products like music, drawings, novels, etc. Choices of products of different income groups are different like medium income group like the products which bring them future use of it, but high-income groups most of the time buy a product according to present fashion and trends.

Married couples while purchasing a product they have to come to a common and mutual understanding where both the husband and wife can decide on a particular product (Bazerman, 2001). On other hand, single people do not think so much before buying because they are independent and they do not have to ask or need the permission of others to buy anything.