How communication tools impact consumer decision making process
The consumer decision making process is the way in which people gather and assess information and make choices among alternative goods, services, organizations, people, places, and ideas. It consists of the process itself and factors affecting the process (Bhasin, 2010). Markman (2013) has points out that, advertising promote a product, service or event to its target audience. A target audience is the portion of the general public that products, services or events were created for to fill a desire or need in the marketplace. There are five basic stages in consumer decision making process. Customer’s demographic, social elements and psychological characteristics will impact decision making. According to Bhasin’s (2011) explanation of communication tools, communication tool is to get the message and information across to the target market and major audience. Lerner (2012) has points out that, communication tools includes Advertising, Sales promotion, Publicity, Personal selling and Public relations. At the same time, there is an example of Oreo advertising to show how communication tools impact customer decision making process and use Hierarchy of Effects Model to analyze Message Strategies. Oreo is a sandwich cookie consisting of two chocolate disks with a cream filling in between. It brand equity is to bring happiness and fun time to people.
The consumer decision making process is the way in which people gather and assess information and make choices among alternative goods, services, organizations, people, places, and ideas. It consists of the process itself and factors affecting the process (Bhasin, 2010). Markman (2013) has points out that, advertising promote a product, service or event to its target audience. A target audience is the portion of the general public that products, services or events were created for to fill a desire or need in the marketplace. There are five basic stages in consumer decision making process. Customer’s demographic, social elements and psychological characteristics will impact decision making. According to Bhasin’s (2011) explanation of communication tools, communication tool is to get the message and information across to the target market and major audience. Lerner (2012) has points out that, communication tools includes Advertising, Sales promotion, Publicity, Personal selling and Public relations. At the same time, there is an example of Oreo advertising to show how communication tools impact customer decision making process and use Hierarchy of Effects Model to analyze Message Strategies. Oreo is a sandwich cookie consisting of two chocolate disks with a cream filling in between. It brand equity is to bring happiness and fun time to people.