CONSUMER BEHAVIOUR

Q1. What are the types of Consumer Behavior? Ans.-TYPES OF CONSUMER BEHAVIOUR Consumer decision making varies with the type of buying decision. There are great differences between buying toothpaste, a tennis racket, a personal computer and a new car. The more complex and expensive decisions are likely to involve more buyer deliberation and more buying participants. Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement in the purchase and the degree of differences among brands. The four types are named in the Table and described below: 1. Complex Buying Behaviour Consumers go through complex buying behaviour when they are highly involved in a purchase and aware of significant differences existing among brands. Consumes are highly involved in a purchase when it is expensive, bought infrequently, risky and highly expressive. Typically, the consumer does not know much about the product category and has much to learn. For example, a person buying a personal computer may not even know what attributes to look for. Consumer Behaviour Table 1 : Four Types of Buying Behaviour This buyer will pass through a cognitive learning process. It is characterized by first developing beliefs about the product, then moving toward attitudes, toward the product, and finally making a deliberate purchase choice. The marketer of a high-involvement product has to understand the information-gathering and evaluation behaviour of high-involvement consumers. He needs to develop strategies to assist the buyer in learning about the attributes of the product class, their relative importance, and the high standing of his brand on the more important attributes. He needs to differentiate the features of his brand, use mainly print media and long copy to describe the brands benefits, and enlist sales personnel and the buyers friends to influence the final brand choice. 2. Buying Behaviour Reducing Dissonance Sometimes the consumer who is highly involved in a purchase sees little differences in the brands. His high involvement is based on the fact that the purchase is expensive, infrequent and risky. The buyer will shop around to learn what is available but he will buy fairly quickly because brand differences are not pronounced. He may respond primarily to a good price or the convenience of purchasing at that time or place. For example, Carpet buying is an involving decision because it is expensive and relates to self- identification, yet the buyer is likely to consider most carpeting in a given price range to be the same.

The consumer might experience post purchase dissonance due to noticing certain disquieting features of the carpet or hearing favorable things about other carpets. He starts learning more things and seeks to justify his or her decision to reduce to dissonance. He first passes through a slate of behaviour, acquires some new beliefs, and ends up by evaluating his choice favorably. In this situation pricing, good location, and effective sales personnel are important influences of brand choice. The major role of marketing communications is to supply beliefs and evaluations that help the consumer feel good about his or her choice after the purchase. 3. Buying Behaviour Based on Habits Many products are purchased under conditions of low consumer Behavior our that features reasons for trying something new.

Q2. Define Consumer research Process? Consumer research process has following six steps 1. Defining the objective of research 2. Collecting and evaluating the secondary data 3. Designing a primary research study 4. Collecting primary research data 5. Analyzing the data 6. Preparing a report on finding 1. Defining or Developing research Objective-The first and most difficult step in the consumer research is to carefully define the objectives of the research. It is important for the marketing manager and the research manager to agree at the study to ensure that the research design is appropriate. A carefully thought out statement of objectives helps to define the type and level of information needed. 2. Collecting and evaluating the Secondary data-The collection of secondary data is base on the statement of objective. Secondary information is any data originally generated for some purpose other than the present research objective. It may be internal or external. Internal Secondary data consist of such information as data generated in house for earlier studies as well as analysis of customer files, such as part customer transaction, order list, lectures of customer, sales call report, data by warranty card etc. Company use secondary data (Internal

secondary) data to compute customer lifetime value profiles for various customer segments. These profiles include customer acquisition cost or resources needed for establish a relationship with customer the profit generated from individual sales.

Observational Research is an important method of consumer research because marketer recognize that best way to gain an in depth understanding of the relationship between people and product by watching them in the process of buying and using of product. Many large corporation and advertising agencies use trained researchers/observers to watch, hole, and sometime videotape, consumers in stores malls or their own home. For this purpose they use Mechanical observation in this they use mechanical or electronic device to record customer behavior or response to a particular marketing stimuhis and Physiological observation in this they use physiological observation device that monitor respondents patterns of information processing. Experimentation It is possible to test, the relative sales appeal I many types of variable. Such as package designed to identify cause and effect. In this experiment (Causal research) only some variables or manipulated (independent) while all other elements are kept constant. A controlled experiment of this type ensures that any difference in the outcome (dependent variable) is due to each customer, the cost of handling customer and their order and the expected duration of the relationship. External secondary data-Consist of any data collected by an outside organization. The major source of these data is a government notice which publisher information collected by scores of government agencies about the economy business and demographics of the counter other source of external data are new papers, magazine marketing news, Journal of marketing, Journal of consumer research. Etc. Secondary data is also provided by companies that routinely monitor a particular consumption related behavior. 3. Designing Primary research:-The research study design is based on the purpose of the study. For description information the quantitative study designs use if research purpose is to getting a new idea then a qualitative study is use. (A) Quantitative research designs-The basic research designs use in quantitative research is Observation Research Experimentation Research Survey Research

Due to different treatments of the variable under study do not to extraneous factors. A major application of causal research is test marketing. In this research, before to launching a new product, elements such as package price and promotion are manipulated in a controlled setting order to predict sales. Surveys-In this method researcher know about consumer purchase preference and consumption experiences by mail telephone or online. The main ways of survey arePersonal Interview surrey normally taken place is the home or retail shopping areas. Telephone Surveys are also use to collect consumer data. Telephone survey conduct at evening or at weekends. Mail Survey are conducted by sending questionnaires directly to individuals at their home. On line Survey-are conduct on the internet. Respondent are directed to the marketers web site by computer ads and home page.

(B) Qualitative Research Design The researcher select a appropriate research format for qualitative study and take into consideration the purpose of the study and the type of data needs. The research method used may be differing in composite. They all have roots in psychoanalytic and climbable aspect of psychology and they stress open ended and free response type of question to simulate respondent to revel their inner most though and beliefs. (4) Collecting the primary research data-Data collection instrument are develop as part of a studies total research design to systematize the collection of data and to ensure that all respondent are asked the same question in the same order data collection method arc Quantitative research data collection instrument; (a) Questionnaires is primary data collection instrument of quantitative research which can be sent through the mail to selected respondent for self administration or cab be administrated by field interviewers in person or by telephone. In order to motivate respondent to take the time to respond to surveys researcher have found that questionnaires include both substantive questions that are relevant to the purpose of the study and pertinent demographic questions. (b) Attitude Scales: Researchers present respondents with a last of product or product attribute for which they .re asked to indicate their relative fealty or evaluation. The instruments most frequently used to capture this evaluative data are called Attitude Scale. Research use following attitude Scales. (1) Likert Scale-is the most popular attitude scale. It is easy for research to prepare and interpret and simple for consumers to answer. They write the number correspondent with each of a

series of statement that describes the attitude objective under investigation. Research adds all agree and disagree not and find some result of attitude. (ii) Behavior intention scale The Scale consist of a series of bipolar adjective (such as good/bad, hot/cold, like/dislike, expensive/on expensive) anchored at the end of an add number (five or seven) continuum. Respondent given his /her response on these adjective and research find some result. (iii) Behavior intention scale measure the like that consumer will act in a certain way in the future. These scales are easy to construct and consumer are asked to make subjective judgments regarding their future behavior. (iv) Rank order Scale,-In this research consumer given some rank to the product in order to their preference in term of some criterion, such as overall quality or value for the money. The provide some important competitive information and identify need areas of improvement in product design and product posit only. Qualitative research data collection-Qualitative research data collection techniques are following (i) Depth Interview : A depth interview is a lengthy and non structured interview between a respondent and a highly trained interviewer, who minimize his/her own participation in the discussion after establishing the general subject to be discussed respondent are encouraged to talk freely about their activities, attitude and interest some time in depth interview researcher show respondents photos, videos and audiotapes to their own shop pity behavior ask them to comment on their consumption action. (ii) Focus Groups-Focus Group consist of 8 to 10 respondent who meet with moderator analyst for a group discussion focused on a particular product or product category of subject to researcher interest, Respondent are encouraged to discuss their interest, attitudes, reaction, motives, lifestyle feelings about the product or product category, use experience and so forth. (5) Analyzing the data-In quantitative research the researcher .supervises the analysis and convert term into numerical score. In qualitative research the moderator or test administrator analyzes the responses received. In both qualitative and quantitative research the researcher report includes a brief executive summer of the findings. The body of the report may or may not be include recommendation for marketing action. In also may or may not a full description of the methodology use and for quantitative research it also includes table and graphic to support the findings. (6) Preparing a report on findings -Researcher present a report of his finding from research, to the marketing manager. The report is descriptive and it include all suggestion in this report. The report include, all important topic and point related to the research and findings.

Q3.Define the Criteria for Market Segmentation? AnsThere may be several criteria or bases for market segmentation. The bases may differ from product to product because the sensitivity of customers differ. For example, consumer goods market can be segmented on the basis of age, sex, education, culture, social status, income, geographical factors, religion or caste, etc. Different authors have mentioned different criteria for the segmentation of markets which may be grouped as under (A) Demographic Factors. (B) Geographical Factors. (C) Psychological or Personality Factors. (D) Consumer Behaviour Factors. (E) Socio Cultural Factors. 1. Demographic Factors It is the most common way of segmenting the markets on the basis of demographic characteristics (measurable statistics of population) of the consumers dispersed over a geographical segment. Such factors are (a) Age Age is one of the most important factor for segmenting the market. The producer should know for what age group his product would be most suited so that he can plan his, pricing policy, advertisement policy, marketing policy, and strategy accordingly. For example, some breakfast products are aimed to suit the tastes of children while some others are attractive to consumers within a broader range of ages. Similarly, cloth market may be segmented on this basis. (b)Sex Markets may also be divided on the basis of sex, i.e., ladies and gents. Some products are exclusively produced for women while Consumer Behaviour some others are for men. For example, lipstick is meant for women and or. the other hand, shaving cream is only for men. As because the attitude, needs, mental and physical attributes and motivational factors are different in men and women, therefore, advertisement strategy may differ for both types of products. Manly desires, personality, sense of family security, and social prestige are some of the factors which are given top priority in an advertisement for a product meant exclusively for men. On the other hand, beauty and purchasing ability are some factors for advertising a product meant for women. (c) Income The producer should also bear in mind while preparing his marketing policy, the income of the prospective buyers of his product. This factor also affects the advertising and distribution policy,

i.e., media of advertisement, and pricing policy. Consumers needs, behaviour, habits, preferences, persuasion, etc. differ in different income groups. For example, people in high income group prefer quality of goods, design, fashion-oriented products, etc. Hence, they can be motivated on these factors. People in low income group attract towards low price. Different models of television sets are introduced to meet the needs of buyers of different income groups. Similarly, certain items like refrigerators, video cassettes records (VCR) are produced only for high income group people. (d) Educational Level The consumers can be divided on the basis of educational levels such as educated, semi-educated and uneducated and the marketing activities and strategies are ascertained accordingly. For example, a book market may be segmented on this basis in Primary, Junior High School, High School, Intermediate, and Degree books markets. Advertising polity may be chosen accordingly. Products used by uneducated or low-educated people may be advertised through Radio and Television, Cinema whereas the advertisement for educated people may be given in newspapers, journals and magazines, etc. (e) Occupational Status The market can also be segmented on the basis of occupation such as white collar workers and blue collar workers. Working hours and size of the family and income differ for these two categories of workers. These variables seem to reflect different values, attitudes, tastes, or lifestyles. For example, beer is more likely to be marketed to less educated blue collar workers; scotch and fine wine, on the other hand, are generally targeted at white collar workers or professionals. (I) Size of Family Market may also be segmented on the basis of size of family. Refrigerators and cookers are produced in different sizes to suit the needs of families of different sizes. Toothpaste is also- available in Market different sizes depending upon the size of the family. 2. Geographical Factors The next most popular criteria for segmenting the market may be the geographical segmentation of the whole operational area. The markets are divided on the basis of geographical locations such as area, climate and the density of population. According to area states may be taken the basis for segmentation. Each state may be recognized a separate market. The area may further be segmented 1 in rural, town and urban areas or here market is international the division may be national or international market. On the basis/ of climate, markets may be hill- areas and plain areas. Such type of segmentation is best where the customers are stretched over a vast area and

the production is done on large scale. -The producer may design his marketing strategies taking the characteristics of the individual markets into consideration. 3. Psychological or Personality Factors Psychological characteristic refer to the intrinsic value of individual consumers. Markets can easily be segmented on the basis of certain psychological characteristics. Such factors are (i) Personality or Psychographics Psychological studies revealed a relationship between personality characteristics and product choice. Personality or psychological thinking, etc. are not the same in all the consumers. They are divided into different groups on the basis of social class, lifestyle and/or personality. People within the same demographic group co-exhibit very different psychographic profiles. Some customers are very crazy for novel design or products of new fashion that may increase their prestige in the society. The motto of several other customers is simple living and high thinking and they never aspire for showy items. For example, Congress workers wear Khadi irrespective of their income level and/or social status. There are three psychographic factors on which market can be segmentedgenerally referred to as AIDs (i.e., activities, interests and opinions). Activities mean how consumers spend their time (e.g., mode of living, working, vacationing, liking, etc.). Interests refer preferences and priorities the consumers have, e.g., home fashion, food, habits. Opinions or where consumers stand on social issues, products, a wide variety of events or issues, etc. Social researchers are conducted asking consumers and express their agreements and disagreements with statements covering activities, interests and opinions. Consumers with similar responses are grouped together by using certain statistical techniques. Consumer Behaviour (11) Benefit Sought Segmentation can also be made on the basis of benefit sought by different groups. For example, in toothpaste market, segmentation - can be made on the basis of benefit sought by different categories of consumers. Children look for flavor or product appearance, teens or young look for brightness, large families for decay prevention qualities and men for a good deal on prices. Benefit segmentation can be used not only to find a niche for a new product but also in repositioning existing brands.

4. User (Consumer) Behaviour Factors Consumer Behaviour may also form the basis of market segmentation. Consumer behaviour divides the market on three basis(i) Usage rate, (ii) Buyers motives, and (iii) Brand loyalty. Rate of usage refers to the volume of purchases consumer makes of a particular product and

generally differentiates between light users, medium users or heavy users and non-users. Buyers motives incfude factors like economy, quality of goods, reliability and prestige in the society. Several groups may be formed on these bases and market may be segmented accordingly. Sometimes, brand loyalty may be a useful basis for segmenting the market. Marketeers often identify the characteristics of their brand loyal consumers so that they can direct their promotional efforts to people with similar characteristics in the larger population. Marketeers may also decide to go after consumers who show no loyalty to any particular brand because such people may represent greater market potential than those who are loyal to any particular brand. 5. Socio-Cultural Segmentation Socio-cultural variables include social (i.e., group) and cultural (anthropological) variables which provide further bases for market segmentation. Consumer markets can be sub-divided on the basis of culture, sub-culture, social class and stage in the family life- cycle. (I) Culture Some marketers find it useful to segment their domestic and international markets on the basis of cultural heritage because they feel that members of the same society share the same values, beliefs and customs. This type of segmentation is particularly successful in international context. A product may be altered or restructured in order to make it suitable for a particular culture. For example, Nestle sells coffee worldwide, but Italian segment of its coffee market prefers a strong, black brew coffee, would not buy the same blend that is sold in other markets. Culturally distinct segments may have distinct promotional approach. (Ii) Sub-Cultures Within a particular culture, there are sometimes different groups or sub-cultures that have different values, beliefs and customs. Such sub-cultures may also provide a basis for the segmentation of the market. Sub-cultures may be identified on the basis of religion, race, caste, etc. In India, several sub-cultures have developed on the basis of religion such as Hindu culture, Muslim culture, etc. Such cultures also differ from State to State or from region to region in the same state. (iii) Social Class Sometimes social class is used as the basis of market segmentation. It is sometimes measured by income variable such as rich, middle class or lower class. In lower class 1so, segmentation can be done on the basis of poverty standardabove poverty line and below poverty line. Sometimes they are grouped on index composed of several demographic variables like income, education, and occupation. It implies that people are lower or higher on the social status scale. Different social groups differ in terms of values, beliefs, product preferences and buying habits. Marketers

know the social class differences to appeal to specific social classes. Commercial banks, for example, offer different types of services for people from different social classes. (iv) Family Life-Cycle Another frequently used sociological basis for segmentation is the stage in family life-cycle. Family life-cycle is based on the premise that a family passes through several phases in their formation, growth and final dissolution. At each phase, family needs are different and they need different products and product styles. Young marrieds, for example, need basic furniture to start a home whereas older or well-established families require more elaborate furnishings. Each of the family life-cycle categories may be a distinct segment for a particular marketeer. 6. Other factors (i) Usage Situation segmentation Marketers recognize that the occasion or situation often determines what consumers will purchase or consume. For this reason sometime they focus on the usage situation as. a segmentation factors. Many products are promoted for special usages occasions. The greeting cords industry. They produced stresses special card for a variety of occasion that seem to be increasing almost daily. (ii)Benefit Segmentation markedly and advertising executing constantly attempt to identify the one most important benefit of their product or service that will be most meaningful to the consumer. For example that are commonly use benefits cleaner teeth (oral-B), soft skin (Olay) Protection of data (Norton Antivirus) and peace of mind (L.LC.) for Benefit segmentation marketer identified the following give strategic brand benefits. (1) Functional or quality benefits value I the money social benefit positive emotional benefits, Negative emotional benefits. Benefit. segmentation cab be used to position various brands within the same product category.

Q4. Describe the theory of personality?

Theory is divide in to following Freudian Theory of Personality Sigmund Freud is considered to be the father of psychoanalytical theory. His theory, known as Freudian Theory of Personality, is built on the premise that unconscious needs or drives, especially biological and sexual drives, are the main motivational factors and determine the personality.

Freud proposed that every individual personality to the product of a struggle among three interacting forcesthe id, the super ego and the ego. The id is the source of strong unborn drives and urges, e.g., basic physiological needs such as hunger, thirst, sex, etc. which need immediate satisfaction without concern for the specific means of satisfaction. The id operates on what is called pleasure principle, that is, it acts to avoid tension and seeks immediate pleasure. However, it tends to operate at a very subjective and unconscious level. For example, when an individual feels hot and thirsty, his id would urge him to grab something cold to drink. No mention how he acquires it or whether it belongs to him or not. Thus, many of its impulses are not acceptable to a civilized society. When an individual is hungry, he may forcibly acquire the bread or may be aggressive when he sees bread. In contrast the super ego is conceptualized as the individuals internal expression of societys moral and ethical codes of conduct. The id does not consider whether the individual satisfies his needs or urges in a socially accepted mode whereas super egos role is to see that the individual satisfies his needs only in a socially acceptable fashion. It (super ego) represents the ideal by defining what is right and what is wrong or what should be or should not be and it influences the individual to strive for perfection. Thus, the super ego is a kind of brake that restrains or inhibits impulsive forces of the id. Finally, the third force is the ego. The ego is the conscious control of the individual. The ego comes into being because of the limitations of the id in dealing with the real world. Through learning and experience the ego develops the individuals capabilities of realistic thinking and ability to deal with his environment. It operates on reality principle that is what really should be. The ego is capable of postponing the release of tension until that time it will be effectively directed at coping with the external environment. Motivational researchers have applied Freuds psycho-analytic theory to the study of consumers behaviour. They tend to stress the idea that human drives are largely unconscious and consumers are not consciously aware of their true motives. Thus, their main motive to stress is to discover the underlying motivation for specific consumer behaviour. In order to discover consumers basic motives, researchers use a variety of clinical or qualitative measurement techniques such as observation and inference, focus group discussions, projective techniques, etc. The same tests are used to study motivations and personality as unified or complementary psychological constructs. Freud sees the person as repressing many urges in the process of growing up and accepting social rules. These urges are never eliminated or perfectly controlled; they emerge in dreams, in slips of tongue, in neurotic behaviour. The researchers when applying this theory tends to focus on the consumers purchases, treating them as a reflection and an extension of consumers own personality. For example, an automobile advertisement made the point that you are what you drive. The researcher tries to

determine the product image and then go back to determine the type of personality of the consumer for whom it is useful. Marketers have sometimes used this theory as the basis for attempts at influencing consumers. One such application is an appeal to fantasy, which plays an important role in the operation of the pleasure principle of id. Fantasy has been used in promoting various products such as perfume, mens cologne and Jeans, etc. of a particular brand. Neo-Freudian Theory of Personality Freudian theory was rejected by several of his friends and colleagues. Their contention was that personality was not primarily instinctual and sexual in nature is posturized by Freud but they believed that social relationships are fundamental to the formation and development of personality. They believe that individual develops a personality through numerous attempts to deal with others in a social setting. These social theorists, collectively called the New Freudian school, viewed individual as striving to overcome feelings of inferiority and searching for ways to obtain love, security and brotherhood. They stressed that the feeling of insecurity and inferiority in childhood motivate individuals to perfect themselves overcoming the feelings of inferiority and insecurity by developing a number of methods. Harry Stack Sullivan stressed that people continuously attempt to establish significant and rewarding relationship with others in the society and thus reducing tension such as anxiety. Like Sullivan, Karen Homey made study using new-Freudian approach and identified ten major needs which are acquired as a consequence of individual attempting to find solution to their problems ir developing a personality and dealing with others in a social environment. These ten needs are then classified into three major orientatio1ns describing three general strategies for relating to others. These are three personality groups. These groups are known as C.A.D. (compliant, aggressive and detached). Complaint Individuals are those who move towards others and stress the need for love, approval and affection. They want to be loved, wanted and appreciated. These people are unselfish and show empathy and humility. Aggressive Individuals are those who move against others. They stress the need for power, strength and ability to manipulate others. They desire to excel and win admiration. Detached

Individuals are those, who move away from others. They stress the need for independence, selfreliance, freedom in their dealings with others. An important consideration is that no strong relations develop between themselves and others. Application of New-Freudian Theory to Consumer Behaviour Neo-Freudian Theories of personality has received surprisingly little attention from consumer researchers despite their emphasis on the importance of their socio-cultural environment as a determinant of personality. Several researchers have applied Harneys approach to study the consumer behaviour. The research study showed some tentative relationship between consumers and product brand usage patterns. Results indicated that compliant types prefer known brands such as Bayer aspirin aggressive types prefer Old Spice after-shave lotion and Heusen Shirts because of their masculine appeal; and detached types appear to have least awareness of brands. They proved to be heavy tea drinkers (possibly reflecting the desire not to conform to any particular brand). More recent studies employing the same personality test have found Harneys scheme useful in exploring selective aspects of consumer behaviour. Although, such findings are interesting, social personality theories have found little attention and application in the consumer behavior area. However, marketers have applied some of these theories intuitively. For example, marketers who position their products as product of quality or craftsmanship, seem to be guided by Adlers theory that individuals constantly strive for quality and superiority. For example, ad-campaign of ONIDA T.V. depicts those owners of other T.V.s are envious of owners of ONIDA T.V.Neighbors envy-owners pride. Trait Theory The most popular personality concepts used to explain the consumer behaviour are trait and factor theories. Trait and factor theory constitutes a major departure from the earlier theories of personality (Freudian and Neo-Freudian Theories). Earlier theories are basically qualitative theories whereas the trait theory is a quantitative theory. The trait theory focuses on the measurement of personality in terms of specific psychological characteristics of the individual called trait. J.P. Guilford has defined the trait as ...any distinguishing, relatively enduring way in which one individual differs from another. Accordingly trait theorists are concerned with the construction of personality tests that pinpoint individual differences in terms of specific traits. The concept of trait is based upon three assumptions (i) Individuals possess relatively stable behavioral tendencies. (ii) People differ in degree to which they possess these tendencies, and (iii) when identified and measured, these relative differences in individuals are helpful in characterizing their personalities. Thus, we -see that traits are general and are relatively stable personality characteristics which influence the behaviour tendencies. Viewing personality as a set of enduring and stable traits has a natural

appeal because it conforms to many commonly held beliefs. For example, when a person distinguishes his friends as reserved or outgoing, it means he is intuitively evaluating or labeling them in terms of traits.

Q5. What are the Steps in Designing Persuasive Communication?

Ans- The Steps in Designing Persuasive Communication are 1. EstablishIng Objective In order to create persuasive communication, the sponsor (who may be an individual, a for-profit company, or a not-for-profit organisation) must first establish to objectives of the communication. 2. Selection of Audience Now select the appropriate audience for the message. 3. Selection of Media Now select the appropriate media through which to reach them. 4. Designing the Message Now design or encode the message in a manner that is appropriate to the medium and to the audience. 5. A Prior Control Plan The communications strategy should also include an a priori control plan which provides for prompt feedback. It will enable the sponsor to make modifications and adjustments to the media and the message if an Ad is needed. 1. Establishing Objectives In developing its communications strategy, the sponsor must establish the primary communications objective in a commercial organization as sponsor. These might consist of creating awareness of a service, promoting sales of a product, encouraging or discouraging certain practices, attracting retail patronage, reducing post purchase dissonance, creating goodwill, a favorable image, or any combination of these and other communications objectives. The same principles apply to designing persuasive not-for-profit and informal communications. 2. Selection of Audience

An essential component of a communications strategy is selecting the appropriate audience. All audience is made up of individuals and in many cases, great numbers of individuals. As each individual has his or her own traits, characteristics, interests, needs, experience and knowledge, the sponsor should segment the audience into homogeneous groups in terms of some relevant characteristic. This will enable the marketer to create specific messages for each target group. It will help him to run them in specific media that are seen or heard by each target group. A marketer cannot develop a single message that would appeal simultaneously to a total audience. Efforts to use universal appeals phrased in simple language that all can understand invariably result in unsuccessful advertisements to which few people relate. (I) Market Segmentation Market segmentation enables marketers to tailor marketing communications to the specific needs of like groups of people. It overcomes some of the problems inherent in trying to communicate with mass audiences. There are times when it makes sense to advertise to hostile audiences even though people tend to avoid viewpoints opposite to their own n ad can prevent others from being infected with the same degree of hostility, though it may not change the beliefs of those fully persuaded. Directed at hostile audiences a study of a 1986 Chevron campaign indicated that the companys promotional efforts resulted in more positive attitudes as well as increased sales of the firms gasoline. Its greatest impact in terms of attitude change and increased purchase behaviour was observed among a market segment described as inner directedthose consumers who think for themselves. (ii) Umbrella Communication Companies that have many diverse audiences find it useful to develop a communications strategy that consists of an overall umbrella communications message to all their audiences. From it they spin off a series of related message targeted directly at the specific interests of each individual segment. (iii) Public Relation Most large organizations employ public relations counselors, or establish their own public relations departments, to provide favorable information about the company and to suppress unfavorable information. In order to facilitate editorial placement of desired messages a good public relations person will develop a close working relationship with editors and program directors of all the relevant media. Publicity campaigns designed to promote the image of the company are becoming increasingly popular. The marketers have developed methods to monitor and increase their effectiveness. 3. Selection of Media

Accessibility to the audience is one of the criteria for successful market segmentation. An essential component of a communications plan Media Strategy calls for the placement of ads in the specific media read, viewed, or heard by selected target markets. Advertisers develop, through research, a consumer profile of their target customers that includes the specific media they read or watch. In order to develop descriptive audience profiles. Media also research their own audiences. A cost-effective media choice closely matches the advertisers consumers profile to a mediums audience profile. The communicator must select efficient media to convey the message; Media selection is depend on personal and non personal communication. For personal communication, Advocate channel media expert channel media and social channel media are used. For nonpesonal communication media. Company use print media, such as newspaper, magazines, direct mail, Broadcast media such as radio, television, Network media such as telephone electronics media such as audiotape, videotape etc and display media such as billboards, sign poster are used. 4. Designing the Message All marketer should want to design such message which gain attention, hold interest, arouse desire and elect action of consumer, Messages should aware consumer about the product and show consumer intention toward the product. Message design involve message content include appeals it should be rational, emotional, and moral. It should also theme, idea, or unique selling proposition. Message structure effectiveness of any message is also depend on its structure should be effective and attractive. Message, designed desire also involve message formal such as head line, copy, color, words, voice etc. and message source. 5. A prior control plan Marketer has also a control plan to corrective action if required and some alternative for remove the problems.