The Selective Attention Process and Its Effect on Consumers

(Boone & Kurtz, 1998) Marketing advances from the conception of a thought that a client may need or need and fulfilling that client. Keeping in mind the end goal to fulfill specific clients an organization must set up some regulated variables or Marketing Mix. Item, put advancements, and value make up the marketing blend and are known as the four P's. Summary Advertising is about dissecting the requirements of the buyer, foreseeing the purchaser's needs and evaluating what number of purchasers needs the item. Marketing necessities to focus the area the products and administrations are required and in what manner will the item get there, choose sorts of advancement important to illuminate potential purchasers about the item, appraise what number of contending organizations are preparing the same kind of item and deduce how what sort of guarantee administration may be needed.

First, they have thoughts or feelings about a product, and then they buy it. Advertising and other types of marketing communications directly affect consumer’s mental processes. Advertising can be thought of as stimulus that produces a response or an effect. Moreover, the main objective of advertisements is to convince consumers that the alternative offered by the product provides the best chance to attain the goal. The attitude toward the advertisement is defined “as a predisposition to respond in favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion ”.

Marketers have to pay attention to consumer behavior that occurs before the purchase and continues after the product has been used. 2. Studying consumer behavior is one of the steps in marketing research and analysis. 3. In addition to basic principles of consumer behavior, marketers also need to study the decisions and actions of real people.

Belief is the detail of idea that people are adhered to something, for example, believing in ghost. Attitude is feeling, emotion, and evolution of people’s preference that has been existed for a long time. In addition, expression tends to some habit or thought. (Phillip kotler, 2004, page 269-270) Marketing man has to adjust his product corresponding to target consumers’ attitude. He must make the consumers believe that his product is superior to the competitors.

He further stated that personal factors, such as personality and socio-demographic profiles of the customer, can affect consumers’ perception of a brand. In this light, Dobni and Zinkhan (1990, p. 117) asserted that brand personality is “a function of the interaction between perceiver and product stimulus”. That means that consumers

The studying of such methods has demonstrated the characteristics of the consumer behavior and the implementation of such choices. Due to recent development in attention in using information dispensation perception in studying consumer conduct phenomena there has been a subsequent disquiet with existing procedures for the growth and examining those models of user conduct which explicitly consider information dispensation. There are generally two types of models which contemplate information dispensation have been examined, structural and process models. The structural models main focus is on tapping hypotheses reputed to relate to consumer information dispensation, usually some measures of psychological states, and then examining the interrelationships amongst these paradigms. An example of such a study is the work by Farley and Ring (1974) which analyzed the specific characteristics among paradigms underlying the theory of consumer conduct.

Depending on analysis procedure, qualitative research and quantitative research are used to highlight. Moreover, each method leads to different result. (Malhotra et al 2001) However, marketing research should be qualitative which give researchers a depth data that sufficient for interpretation. This information can be used to determine business plan, company’s strategy and also providing goods or product that market need on time. Market need is uncertainly, to meet customer expectation, company have to learn what their want and provide it on time.

According to Kotler (2010) purchase intention can define as consumer behavior occurs when consumer stimulated by external factors and come to purchase decision based on their personal characteristics and decision making process. Figure 2.1: AIDA model (Kotler, 2007) This AIDA model can serve as a purchase intention tools because it to some extent has in common with advertising strategies. In addition, this AIDA model also can lead consumers’ from not aware of the product to aware about the product (Ghirvu, 2013). The AIDA model also known as purchase funnel. As we know AIDA model were usually use in advertising but I think it also suits for purchase intention stage.

Its purpose is to analyze different factors affecting on consumers behavior in terms of social, economic and psychological perspective that determine the factors of marketing mix selected by management. In the marketing progression consumer behavior is an imperative variable that will not just explain the tangible characteristics of product or service but also create an image with respect to psychological and social composition of individual behavior. Consumer behavior investigation is used to analyze various communiqué methods as well as for the development of manufactured goods. (Proctor & Stone, 1982) .There are few studies illustrated the impact of advertisements on behavior of consumers. Bolatito (2012) analyzed that how advertisement effectiveness play role in brand selection and how consumers give preference to a particular brand in telecommunication industry.

(2005:6) explained that marketing is social and managerial process by which individuals and groups obtain what they need and want by creating and exchanging products and value with others. From the previous explanation, it is clear that the concept of the marketing company should be able to provide need and want to its potential or loyal customers to find out the company‟s needs in order to survive. 17 Figure 2.1 The Core Concept of Marketing Source: Kotler et al. (2005:6) 2.1.1 Marketing Management Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers by creating, delivering, and communicating superior customer‟s value (Kotler and Keller, 2006:6). While marketing deals with customer needs and wants by segmenting, positioning also delivering it by advertising, sales promotion, etc.