How Advertising Impacts Behavior Of Cellular Phone Consumers In Pakistan
Advertising is paid form of marketing communication mix which attempts to persuade potential prospects to purchase and influences existing customers to consume more of a particular product or service. Being controllable marketing mix variable, it plays a vital role from the marketer’s perspective by informing, educating and facilitating the customer in getting aware about the product or a service, relating needs to these products and services, performing evaluation and finally purchasing a product or service.
However, consumer behavior is not directly dependant or resultant of advertising. Another important aspect of advertising message is to develop brand image. Consumer behavior in this regard is dependant upon many other critical factors which are more important from the customer’s perspective after they have attained an exposure to an advertising message. These factors are evaluation of alternatives and most important is post purchase evaluation where consumer evaluates the service for need satisfaction, value for the money and service provider’s promise against the actual benefit received.
Brand image, Brand equity, and positive or negative both will depend upon the fulfillment of the service promise being advertised. Similarly re-purchase will occur in the same manner. If the service is being delivered as per commitment, potential consumer will be listening to the advertising message with more interest and element of loyalty and vice versa.
Cellular operators in Pakistan have huge spending on mass media. Due to severe price war, they are also able to get the targeted percentage of trial besides existing market share. However, consumer’s behavioral response to the aggressive media call will still remain dependant upon the actual service differentiation. The more this differentiation is on the core service level, the more it shall meet the needs of the targeted prospects in an advertising message and there will be more trials, purchases and re-purchases. Further to this service differential at augmented service level within service variants or in value added services re-assures hearing to the advertising message and responding to the message.
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