Every company or organization need to know about consumer behaviour. Consumer behaviour will help them in many ways such decision for their product or services(Who is the consumer? , How the product can be sold? , Where it can be sold?). It will help them also in knowing their market (Like what we talked before), even though they know about the consumer behaviour they also need a way to do the things. This is where the Public Relations Job BEGIN. On the Consumer Behaviour subject, they have talked about the way to communicate the product or services tot he public or consumer. One of the way is Communication Strategy.
Communication Strategy talked about How to communicate so people or consumer will or will not buy the product. Communication Strategy gives a lot of benefit, It can gets the feedback of things that has done by the organization or company. It also helping in changing the affective (feeling) and the Cogniotive (knowledge) of consumer about our product. One of the most useful technique in communication strategy is Black Box Theory.
Black Box Model
| Environmental Factors | Buyer’s Black Box | Buyer’s Responses | ||
| Marketing Stimuli | Environmental Stimuli | Buyer’s Characteristic | Decision Process | |
| Product Price Place Promotion | Economic Technological Political Cultural Demographic Natural | Attitudes Motivation Perceptions Personality Lifestyle Knowledge | Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behavior | Product choice Brand choice Dealer choice Purchase timing Purchase amount |
