This thesis aims to expound the psychological impact that the communication policies of a company actually have on a customer’s buying decisions and the extent to which the purchasing behaviour of the consumer is influenced by such policies. In the light of this, the thesis thereby primarily is intent on focussing on the correlation between psychology and communication policy while at the same time taking into account different factors, such as, what in detail does communication policy actually involve, does the processing of information have an impact on the buying decisions of customers and to what extent is this behaviour driven by external influencing factors. Moreover, the theory, which the thesis includes shall be reinforced by a market research, examining and establishing the extent to which advertising methods have an impact on the consumer, which in turn would most likely affect his buying behaviour.
During the past few years it has become essential for companies to adjust their strategies when it comes to marketing and the ways in which marketing is established. This change in thinking has been considerably influenced not only by environmental factors, but also by changes in the needs and demands of different target groups, as well as changes in developing trends. Nowadays, these are exactly the challenges a great number of companies are being forced to address. Moreover, in the last few years, it has become more and more apparent, that a consumer’s psychology plays an important role when it comes to the acquisition of goods and services. In view of this finding it becomes vital for companies to strive to increase their chances of success by implementing communication strategies efficiently and effectively. As a result, nowadays is has become more common for companies to make use of research institutes in order to find out more about the needs of their customers, in other words, demand and supply. In doing so they attempt to combine marketing strategies with psychological aspects, especially with regard to communication policy. This approach can help them to become more prominent and as a consequence, appear more attractive to the consumer, which in turn not only influences his way of thinking, but also his actions when deciding to purchase certain products or services.
Table of Contents
1 Introduction
1.1 Problem description
1.2 Research objectives
1.3 Scope of work
2 Marketing
2.1 Definition
2.2 Marketing Mix
2.2.1 Place
2.2.2 Price
2.2.3 Product
2.2.4 Promotion
3 Psychology
3.1 Activation and involvement
3.1.1 Activation
3.1.2 Involvement
3.2 Information processing
3.2.1 Affective information processing
3.2.1.1 Emotion
3.2.1.2 Motives
3.2.1.3 Attitude
3.2.2 Cognitive information processing
3.3 Learning Curve
4 Buying behaviour
4.1 Consumer buying behaviour in general
4.2 Influenced buying behaviour
4.3 Influencing factors
4.3.1 Need and Necessity
4.3.2 Product Value
4.3.3 Product Availability and alternatives
4.3.4 Environmental parameters
5 Quantitative Research: Impact of communication policy with regard to Milka
5.1 Basics
5.1.1 Brand History
5.1.2 Strategy
5.1.3 Application of promotion policy
5.2 Market Research Insights on Milka – Influencing the customer buying decision by means of advertisements
5.2.1 Structure of research
5.2.2 Fundamental elements of market research
5.2.2.1 Customer satisfaction
5.2.2.2 Requirements for questionnaire creation
5.2.3 Methodology
5.2.3.1 Focus Group
5.2.3.2 Questionnaire Creation
5.2.3.3 Pretest and results
5.2.3.4 Data Ascertainment
5.2.3.5 Data Evaluation
5.2.3.5.1 Descriptive Analysis
5.2.3.5.2 Multiple Regression
6 Conclusion
6.1 Achievement of objectives
6.2 Perspectives
Research Objectives & Core Themes
This thesis examines the psychological impact of corporate communication policies on customer buying decisions and purchasing behavior. It seeks to establish a correlation between psychological mechanisms and marketing strategies, specifically analyzing how information processing and external factors influence consumer choices in the context of a consumer brand.
- Psychological mechanisms in marketing (activation, involvement, information processing).
- Consumer buying behavior patterns and external influencing factors.
- Empirical analysis of advertising impact on customer satisfaction.
- Case study of the brand "Milka" regarding communication policy effectiveness.
- The role of learning curves and repetition in advertising success.
Excerpt from the Book
3.1.1 Activation
The basis of affective and cognitive information processing is activation and subsequent involvement. Activation means an arousal of the central nervous system in humans, which initially stimulates them to react in a certain way. By means of such a trigger, it becomes possible for a person to be supplied with the energy urgently needed to remain efficient at any given time. This fact can be proven by means of the Lambda-assumption, which shows the ratio between activation and performance, as shown in the graph below.
The Lambda-hypothesis shows the relation between performance and activation, as well as the different stages involved and how the specific conditions affect the consumer. Every stage is categorized by psychological levels of arousal which are characterized by certain patterns of reaction. The Lambda-hypothesis can be divided into different theories. These apply to the theory of minimal activation, normal activation, over activation and maximal activation. Within the minimum activation stage there is very little action expected. This is the case, for example, when a person is asleep. In contrast however, within the normal activation stage, after motion begins to increase, it is then followed by relaxed alertness and thereafter reaches the point of alert attention. At this juncture, it is important to mention, that a higher level of activation is concurrent to an even better and more efficient processing of information. This conclusion is relevant because it makes the correct usage of communication policy possible so that advertising strategies can then be specifically tailored and customized in order to stimulate consumer cognizance to a maximum. Generally speaking however, it must be remembered that a high level of activation could without warning, suddenly switch to an over activation which would have an adverse effect, one contrary to the objectives of communication policy.
Summary of Chapters
1 Introduction: Outlines the shift in marketing requirements and defines the research objective regarding the connection between psychology and communication policy.
2 Marketing: Defines core marketing concepts and details the marketing mix (Place, Price, Product, Promotion) as a tool for influencing consumer behavior.
3 Psychology: Explores fundamental psychological factors like activation, involvement, information processing, and the learning curve to explain human behavior in response to stimuli.
4 Buying behaviour: Categorizes different types of consumer buying behaviors and analyzes external influencing factors like needs, product value, and environmental parameters.
5 Quantitative Research: Impact of communication policy with regard to Milka: Provides a practical application by researching Milka's brand history, advertising history, and conducting a market research survey to measure the impact of commercials on customer satisfaction.
6 Conclusion: Summarizes the findings, confirming the significant impact of communication policies and advertising on consumer perception and satisfaction levels.
Keywords
Communication Policy, Marketing Mix, Consumer Psychology, Buying Behavior, Milka, Activation, Involvement, Information Processing, Learning Curve, Customer Satisfaction, Market Research, Advertising Impact, Cognitive Dissonance, Brand Management, Quantitative Analysis.
Frequently Asked Questions
What is the core subject of this thesis?
The thesis investigates the psychological effects of a company's communication policy on the purchasing decisions of consumers, using the brand Milka as a practical case study.
What are the central thematic fields covered in the work?
The work integrates fundamental marketing theory (marketing mix) with psychological concepts (activation, involvement, perception, and learning processes) to explain consumer behavior.
What is the primary research objective?
The main goal is to determine the extent to which communication strategies influence customer buying decisions and to identify which specific advertising elements successfully reach and appeal to the consumer's mind.
Which scientific method is employed?
The thesis employs a quantitative research method, including a focus group for item selection and a main survey of 205 participants, followed by descriptive analysis and multiple regression analysis.
What topics are discussed in the main section?
The main section covers the theoretical foundations of marketing and psychology, the classification of buying behaviors, an in-depth look at environmental influences, and a detailed quantitative study of Milka's advertising impact.
Which keywords characterize this work?
Key terms include Communication Policy, Consumer Psychology, Buying Behavior, Marketing Mix, and Customer Satisfaction.
Why is the "Learning Curve" relevant to the study?
The learning curve is discussed to demonstrate how repetition in advertising helps internalize information in the consumer's long-term memory, preventing brand obliteration.
How did the Milka case study contribute to the findings?
The Milka case provided evidence that specific advertising, such as the use of the lilac cow, triggers emotional responses and strengthens brand recognition, which positively correlates with higher customer satisfaction.
- Quote paper
- Charicea Kaspers (Author), 2018, Analysis of the psychological effects of communication policy in consideration of a consumer brand, Munich, GRIN Verlag, https://www.grin.com/document/442768
