advertisement related to personality segment market

1. Consumer
behaviour
MADE BY
MANUJ SINGH (MBA 1ST YEAR)

2. Highly Dogmatic Consumers
• Dogmatism is an extent to which a person reacts to relevant information on its
own merits, carefree (regardless) by the irrelevant factors in the situation.
• The highly dogmatic consumer is more likely to choose an established product,
rather than innovative, product alternatives, where as a low dogmatic consumer
would prefer innovative products over established or traditional alternatives.
• In the subsequent advertisement King khan represent established brand with the tag
“worlds number 1 fairness cream”.
• and Aaj tak claims to be the “number 1 news cannel for consecutive years”

4. HIGHLY DOGMATIC CONSUMERS
Aaj tak – sabse tez

5. Consumers with high stimulation levels
• In this the consumers with high stimulation levels are willing to take risks to try
new products.
• This new product ad. from MC Donalds
(maharaja burger ) is directed towards the youth
“Thoda aur time lagega” .

6. • Consumers who are highly stimulated, tech savvy and have high purchasing power
will find this advertisement appealing.
• Even they don’t buy the product, they are willing to find more information.

7. INNER DIRECT CONSUMERS WITH
HIGH OSL
• These are more directed towards their inner values or standards in new products.
• They are likely to be innovators.

9. CONSUMERS WITH HIGH NEED FOR
COGNITION
• More interested in ads. , rich in product related info, their comparisons and
descriptions.
• The ad of Sona Chandi Chyawanprash describes
that this is for all age group, immunative, and
sharpens the mind.
TAGLINE –
“sona de surakshit tan chandi de tez dimaag”

10. Airtel 4G LTE tested its downloaded speed
Result - 138mb/s

11. Visualizers
• Consumers who prefer visual information and products that shows the visual.

13. Verbalizers
• Verbalizers are relatively simple ads. to convey a message to a very specific audience.