FACTORS AFFECTING THE

THOUGHT PROCESS OFA BUYER ……

TO WHAT EXTENT DOES reason and emotion AFFECT the buyer WHEN

BUYING A PRODUCT OR A SERVICE ?TO WHAT EXTENT DO the marketing

and advertising strategies of a business house affect A buyer’s

decision? AREAS OF

KNOWLEDGE

REASONEMOTION LANGUAGE

WAYS OFKNOWING

HISTORY

The presentation will deal with, the effect of the advertising and marketing strategies on the reasoning ability of the buyer and how they change the opinion of the buyer. The companies do this with the help of effective language, tone and symbols.

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Reasoning Process – It is believed that the consumers would assess the feasibility of the product before buying it.

Marketing and Advertising affects the reasoning ability and changes the opinion of the consumer.

Social Effect – It influences a few irrational people which help in moulding the rationality of other people in society.

Multiplier Effect – The existing users advertise the product/service in the society, just because they use the product/service.

REASON

The objective of each business is to mould the rationality of each prospective customer by its effective marketing and advertising strategies.

Reasoning Process – It is believed that the consumers would assess the feasibility of the product.

opinion

Marketing and Advertising affects the reasoning ability and changes the opinion of the consumer.

If the reasoning ability is killed, then the opinion would be based upon what the business has presented or what the other people have told the prospective buyer.

language

Language is the basis through which all businesses convey their message to the customer. The language of the business has to be highly effective in its marketing and promotional campaign, so that they are able to mould the opinion of the customer.To create a stronger impact, the business uses tones and symbols along with language.

HISTORY and brandingThe people form different opinions about the companies and their products/services based on their past experiences. This forms a brand image of which are impressions about a company’s total personality.Consumers usually rely good brands and tend to feel confident when using their product/service.

Social and multiplier effect