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Consumer Behaviour And Marketing Communication
Within any given social system, the individual consumer has a certain status and plays a specific role. A
social role is a complex of behaviour expectations applied by a reference group to a position in a social
system. The reference group within or outside the system utilizes sanctions of a positive or negative
nature to ensure the individual’s compliance with the expectations. Since the consumer lives at the
intersection of several social systems, the consumer is faced with inter-role conflicts which he tries to
resolve by weighing the rewards and punishments inherent in each role and choosing the path of least
resistance or highest reward. The consumer also attempts to incorporate the norms and values of his
various reference groups into his purchase decisions.
TYPES OF COMMUNICATION SOURCES
In the diffusion process, communication flows from a source to a recipient. There are four major types
of communication sources:
- ADVOCATE IMPERSONAL SOURCE: This type of source represents attempts to persuade
prospective buyers through standardized messages. The mass media belong to this group of
sources – radio, television, magazines and newspapers – all of which have in common large,
anonymous audiences in non-commercial settings – that is, in their homes, on the streets,
in cars and so on. The messages are usually general in nature and have to be repeated in
order to build enough interest in the consumer to cause him to respond. - ADVOCATE PERSONAL SOURCE: Is a professional person who attempts to influence
adoption of decisions in a direction that he feels is desirable, such as a salesperson trying
to get a prospect to buy a certain product. - INDEPENDENT IMPERSONAL SOURCE: This source is usually from reports based on
careful testing according to multiplicity of criteria in order to protect and inform consumer
such as consumer reports and articles in newspapers and magazines, as well as government
publications. The impact of this kind of information will depend upon the individual’s
personal involvement with certain brand or product category. - INDEPENDENT PERSONAL SOURCE: The Importance of this source of communication
in the diffusion process cannot be overestimated; such sources are neighbours, friends,
colleagues and relatives. Their advice and opinions are sought because they might have
had prior experiences with the product or their acceptance of the new idea is important
to the consumer.
FACTORS INFLUENCING ADOPTION PROCESS
In relation to the consumer, the following two groups of factors can influence the process of adoption:
• Group of Predispositional factors
• Group of Communication factors.