1 complex buying behavior when the consumer is highly

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1. Complex buying behavior:- when the consumer is highly involved in the buying and there is significant differences between brands then it is called complex buying behavior. 2. Variety seeking behavior :- in this case consumer involvement is low while buying the product but there are significant differences between brands. Consumers generally buy different products not due to dissatisfaction from the earlier product but due to seek variety. 3. Dissonance buying behavior :- here consumer is highly involved in the purchase but there are few differences between brands. 4. Habitual buying behavior :- in this case there is low involvement of the consumer and there are few differences between brands. The consumer buys the product quickly. Q UESTION 10 Discuss the advertising implications of Maslow’s theory and provide examples of how consumer’s needs may lead consumers to make purchases. According to Maslow, we all start at the bottom of the hierarchy, seeking to fulfill our most basic needs, the Physiologica l: We need food, water, sex, sleep, and shelter to stay alive. When our basic survival needs are met, we move up a level on the hierarchy to fulfill the needs of Safety . We look for a steady job and stable income, and we seek personal safety to feel secure in our environment. The next level is that of Love and Belonging . This is when we seek intimacy with others. We build friendships, find spouses and start families. We connect with others and develop relationships. Then we move up to the next level of Esteem – both for ourselves and for others. This level is where we begin working on our self-confidence. We also seek to gain respect and increase our status in the world. BSBADV602 Develop an advertising campaign
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Finally, with all other needs met, we can work on achieving the pinnacle of Self- actualization : realizing our full potential and becoming the most we can be. Some people do achieve this goal, but most of us move up and down the levels of Maslow’s Hierarchy as events and situations unfold. Our place in the hierarchy isn’t stable – we can move down a level or two should circumstances shake things up, such as losing a job. Q UESTION 11 Discuss the importance of abiding by Australian National Association of Advertisers Code of Ethics. This Code has been adopted by the Australian Association of National Advertisers (AANA) as part of advertising and marketing self-regulation. Its object is to ensure that advertisements and other forms of marketing communications are legal, decent, honest and truthful and that they have been prepared with a sense of obligation to the consumer and society and a sense of fairness and responsibility to competitors. The Code provides the overarching set of principles with which all advertising and marketing communications, across all media should comply. It is important that marketers abide by this Code so that they can be assured that all their marketing communication is conducted in an ethical manner.
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