Self concept: Self-concept is the totality of an individual’s thoughts and feelings about him or herself. It includes the products one buys, how one uses them, what one thinks about them and how one feels about them. We know that being good to myself concept is cherished by all in the society.
Nonverbal Communication Cigarette packaging is using color for nonverbal communication. It has changed the color of its cover packet into a combination of red, yellow, blue and white which represents manliness, victory and purity. Reference Groups As a low involvement impulse product, consumption of cigarette highly depends on the influence of reference groups. Target market is mainly young generation high income or middle class income group who is friendly in nature and spend a great deal of time with their friends and peers. So it can easily apply word of mouth communication through this reference groups to influence the consumption pattern.
Marketing Activities Tobacco Company can not go for any kind of print or electronic advertisement as law had been passed against it to protect consumers from injurious consumption. So tobacco industry marketing activities mainly focus on word of mouth communication, trade allowance, and some other bellow the line communication tools.
Learning is any change in the content or organization of long-term memory and/or behavior. It can be done in a low involvement situation or in a high involvement situation. Low involvement learning situation is one in which the consumer has little or no motivation to process or learn the material. And high involvement learning situation is one in which the consumer is motivated to process or learn the material.
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