Analysis of the psychological effects of communication policy in consideration of a consumer brand

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

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.