CONSUMER

BUYING
BEHAVIOR
Consumer buying behavior

Is composed of all considerations a

person takes without deciding what
product to choose or buy, where to
buy the product, when to buy the
products, how the product will be
purchased, and why the particular
product or brand was chosen.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
1. Cultural Factors - has the broadest impact on consumer buying behavior.
This represents the basic values of an individual including his beliefs and behavior,
which are learned from family, schols, and other institutions in society. Because of
cultural difference, companies must be able to fully understand their market and be
able to come up with a marketing program fitted to the preferences of their target
audience. Specific example is the regional groups like Bicolanos, Kapampangans,
Ilocano, Cebuanos, etc.

EXAMPLE
■Kapampangans are known for their rich culinary heritage, so food brands
might tailor products with bolder flavors when targeting that region.

■Ilocanos , known for their thriftiness, may respond better to promotions

focused on value for money.

■Cebuanos , being part of a major urban and economic hub, may prefer
more modern and tech-savvy products.
 4 CATEGORIES OF SOCIAL CLASS STRUCTURE
1. Class A - this is equivalent to the upper-upper stratum in the United
states. These are the elite or people who are wealthy or those from well-
known families. They own several businesses, houses, and cars, and can
travel anywhere at any given time. Mostly, their homes are filled with
amenities.
Consumer Behavior:
●Prioritize luxury, exclusivity, and quality in their purchases.

●Tend to be brand-conscious and loyal to high-end or designer brands.

●Less affected by price, instead, focus on prestige, experience, and convenience.

 4 CATEGORIES OF SOCIAL CLASS STRUCTURE
2. Class B - People from this class are professionals and entreprenuers.
They may also have comfortable lifestyle and goos income. They love in
well-furnished town house, condominium units or well-furnished houses in
known subdivisions or villages, processing modern household
conveniences. Also called the Upper-Middle class.
●Include doctors, lawyers, engineers, corporate managers, successful small-to-medium
business owners, and other high-earning professionals.
●Invest in healthcare, insurance, and property, and often seek long-term financial growth.

Consumer Behavior:

●Value quality, functionality, and status, but are also price-conscious when necessary.

●Interested in branded goods, though not always luxury; prefer trusted and reliable
brands.
●Like to engage in online shopping, financial planning, and technology adoption.

●Consider education and experiences (e.g. travel, hobbies) important aspects of their
lifestyle.
 4 CATEGORIES OF SOCIAL CLASS STRUCTURE
3. Class C - This is the middle class, which is composed of workers who
live in modest residences, people who belong to Class C do not have the
conveniences found in the homes of those in the Class B. The middle class
is composed of workers often live in rented apartments and earn average
wage.
●Include office staff, teachers, technicians,, call center agents, factory workers ans other
wage earners.
●Rely heavily on monthly wages, with limited disposable income or savings.

Consumer Behavior:

●Price-conscious and budget-focused; tend to seek practical and durable products.

●Likely to respond on promotions, discounts, and installment plans.

●Brand loyalty exists but is often influenced by affordability and functionality.

●Spending is more needs-based than luxury- or status-driven.

 4 CATEGORIES OF SOCIAL CLASS STRUCTURE
4. Class D or Lower Class- A big majority of people belong to Class D.
This refers to the upper-lower class made up of skilled and unskilled
laborers, low-waged earners. These are those considered doing mental job
for●Includes
minimalconstruction
pay. workers, utility personnel, street vendors, domestic helpers, and
small-scale service providers.
●Often live in small household items and minimal appliances.
●Often rely on government aid, credit, or remittances from relatives abroad to make ends
meet.
Consumer Behavior:

●Highly price-sensitive; purchasing decisions are based on immediate needs and

affordability.
●Prefer low-cost brands, sachet-packed product, and secondhand items.

●Frequently buy in small quantities (e.g. per piece or daily basis) due to li ited cash flow.

●Brand loyalty is low and easily influenced by price changes, promotions, or word-of-
mouth.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
2. Social Factors - such as family, reference groups, social roles, and social
status.
●Reference groups - refer to groups that can strongly influence the attitude and
character of a person.
⚪ Groups that a person identifies with or aspires to be part of, such as friends,
classmates, coworkers, clubs, or even online communities

⚪ These groups can strongly influence a person’s attitudes, values, lifestyle, and
buying choices.
⚪ Example: A teenager may be influenced to buy a certain brand of shoes
because it’s popular within their peer group.

●Family members - are strong buying market. Family is the most important
consumer buying organization in the society.

⚪ Family members – especially parents or spouses can strongly shape a

person’s brand preferences, shopping habits, and attitudes.

⚪ Example: Children often adopt the buying preferences they observed at

home.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOR

●Social roles - an individual role carries a particular status given by society.

⚪ Every person plays multiple roles in society-such as a student, parent,

employee, or friend.
⚪ These roles come with certain expectations that influence behavior, including
purchasing decisions.

⚪ Example: A person may buy formal clothes to fulfill their role as a professional
in the workplace

●Status roles - is the esteem provided by society in relation to the role of an

individual.
⚪ A person’s position in society, often linked to income, occupation, or
education level, can also influence their buying behavior.

⚪ Higher social status may lead to purchases that reflect wealth or prestige
(e.g. luxury brands), while lower social status may lead to more practical and
budget-conscious buying decisions.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
2. Personal Factor - people depending on their age and position in the life
cycle stage, desire different products.
Family life cycle - includes being adolescent, single, married, couple without a
child or couple with a child or children, and senior citizens or those in their 60
years and above.
⚪ Adolescent - interested in trendy, social, or tech products, often influenced by
peers.
⚪ Single (young adults) - May spend in lifestyle, fashion, entertainment, and travel
⚪ Married (without children) - Often focus on shared experiences, home setup, or
financial planning.
⚪ Married with children - Budget shifts toward education, home essentials, food,
and healthcare.
⚪ Older adults / senior citizens (60+) - Prefer comfort, healthcare, and possibly
savings or insurance products.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
3. Psychological Factor - cover those different areas that influence the
market such as their motivation level, beliefs, and way of looking at things or
situations.
⚪ Motivation - refers to what stimulates a person to purchase a products or avail a
service.
❖ People buy products to satisfy specific needs, whether basic (food, shelter) or
psychological (status, love, confidence).
❖ Maslow’s Heirarchy of Needs is often used to understand consumer motivation-
ranging from survival needs to self-fulfillment.
⚪ Perception - is how a person interprets information from their surroundings.
❖ Two people can see the same advertisement but interpret it differently based on
their past experiences, mood, or expectations.
⚪ Beliefs and Attitudes
❖ Beliefs are ideas a person holds to be true about a brand, product, or a company.
❖ Attitudes are overall evaluations–positive or negative–that influence purchasing
decisions.
❖ Example: A consumer with a positive attitude toward eco-friendly products is
more likely to buy sustainable brands.
BUYER’S DECISION PROCESS
The way consumers purchase a specific product is strongly
influenced by cultural, social, personal, and psychological factors.
These factors are not controlled by any marketer.
5 STAGES OF THE BUYER’S DECISION PROCESS
1. Need Recognition - the initial step of a person in deciding to purchase a product
is to recognize that he has a need that has to be met.
❖ This need can be triggered by internal stimuli (e.g. hunger, boredom) or external
stimuli (e.g. advertising, peer influence).
2. Information Search - After recognizing the need or problem and identifying the
product that will satisfy the need, the next step in buying decision process is the search for
information related to the product.
❖ Sources include personal experience, friends and family, online reviews, and
advertising.
3. Evaluation of Alternatives - This involves using the gathered information to evaluate
alternative brands in the choice set.
❖ Consumers compare different brands or options based on features, proce, quality,
and reputation.
❖ Their evaluation is influenced by personal preferences, peer recommendations,
 5 STAGES OF THE BUYER’S DECISION PROCESS
4. Purchase Decision - This is the stage where customers choose the particular
product to purchase from among the many alternative brands.

❖ After evaluation, the consumer decides what to buy, where to buy it, and when.
❖ However, external factors (like store experience or peer opinion) can still influence
or delay this decision.

5. Post-Purchase Behavior - This is the last stage in the buying decision process. Post-
purchase evaluation can be la learning experience for consumers.

❖ After buying, the consumer evaluates whether the product met expectations.
❖ Satisfaction can lead to brand loyalty, while dissatisfaction may result in returns,
complaints, or negative word-of-mouth.
INDUSTRIAL MARKET AND BUYING BEHAVIOR
Aside from the consumer market that purchases products for its own personal
consumption, there also exists the industrial market, which is a bigger market in
terms of quantity purchased. Industrial market or business-to-business (B2B) market
purchase products for further production or processing and manufacturing new
products.
Industrial or B2B market includes the following:

1. Industrial Market - is composed of industries such as manufacturing, mining,

banking, retail trade, wholesale trade, services, transportation, public utilities, and
communications.
2. Resellers - are individuals who buy goods and resell them to end-users at a profit.
❖ Examples: convenience stores, grocery stores, supermarkets, and department
stores
3. Government and Industrial Market - includes the local and national government
agencies and the public and private entities.
❖ Government agencies (eg. LGUs, public hospitals, military)
❖ Public schools and universities
❖ Private institutions like charities, NGOs, and foundations
CHARACTERISTICS OF INDUSTRIAL MARKET
1. Close Supplier and Customer Relationship - In industrial market, business
relationships are often close and lasting.

2. Derived Demand - The demand for goods and services is derived from the demand of
the customers.
3. Direct Purchasing - Sales people from the manufacturing companies go to the
industrial market for product sales.
4. Geographically Concentrated Buyers - This allows manufacturers to easily reach
their target market.
5. Inelastic Demand - Many companies have inelastic demand. This means that the
companies demand for business products, which are not affected by price change.
6. Larger but Fewer Buyer - Industrial market normally interacts with fewer but larger
buyers.
7. Leasing - is common to most firms in the industrial market because it offers flexibility,
cost efficiency, and access to high-value equipment without requiring a large upfront
investment.
8. Professional Purchasing - Purchases are handled by trained procurement teams,
often involving detailed evaluations, bidding, and contract negotiations.
9. Reciprocity - This means the company will purchase products from a firm (seller) only
if the seller will also purchase products from the buyer.
10. Several Buying Influences - In the industrial market, a team of buyers in the
firm normally influences buying decisions.
TYPES OF BUYING SITUATIONS
1. Straight Rebuy - describes a situation where a firm reorders on a regular basis.
❖ Example: A printing company reordering the same brand of ink cartridges monthly.

2. Modified Rebuy - describes a buying decision where a firm wants to make some
changes to product specifications, process, delivery, or payment requirements, and other
terms.
❖ Example: A restaurant switching to a different size or type of food packaging from
the same supplier.
3. System Purchase - involves a total solution to the buyer’s problem of not making
separate purchases and decisions.
❖ Example: A company purchasing an entire office IT setup–computers, networking
software, and maintenance–from one provider
4. New-Task Buying - refers to purchasing products for the first time.

❖ Example: A small business buying a point-of-sale system for the first time.
PARTICIPANTS IN THE BUYING CENTER
1. The Gatekeeper - refers to the person that a sales representative gets in contact with.
❖ Control the flow of business information into the buying center or firm.
2. Information Seeker - searches for data that can be used during the purchasing
process.
❖ Actively gathers data and evaluated product or supplier options.
3. Advocates - are people who influence the buying center decisions.
❖ Support a specific product, brand, or supplier, often using their expertise or
authority to way the decision.
4. Users - are members of the organization who will use the product.
❖ Provide feedback on performance, quality or functionality.
5. Decision Makers - are people who choose and approve the suppliers or providers of
products.
❖ Have the authority to approve the purchase and finalize supplier selection.
6. Buyers - are people who have the authority to contact suppliers and negotiate terms
for products to be ordered or purchased.
❖ Handle the formal purchasing process, including placing orders, negotiating
contracts, and managing supplier relations.
UNDERSTANDING
PRODUCT
STEPS IN PRODUCT DEVELOPMENT
1. Idea Generation - The initial stage in product development process wherein those
involved determine the new product to be offered to the market, which begins by gathering
ideas through brainstorming.
2. Idea Screening - This is the stage in product development where ideas gathered are
screened and evaluated.
3. Product Concept Development and Concept Testing - In this stage, new product is
concretized into meaningful and understandable terms.
❖ After the product concept development is the concept testing.
4. Market Strategy - This involves different game plans of the company in relation to the
product it intends to produce.
5. Business Analysis - This consists of the analysis of the general situation of a company.
a. Strengths - are known as internal positive. They refer to the various resources that
the company has such as capital, manpower, equipment, raw materials, and a
b. good method or system
Weaknesses of doing
- are known things. negative. These refer to resources that a
as internal
company does not have or resources that a company has in limited supply such as
lack ofOpportunities
c. manpower or -equipment.
are known as external positive. These are challenges in the the
market that a company may consider to exploit to its advantage if it has sufficient and
good resources that it can utilize in orde\r to compete.
d. Threats - obstacles that may hinder a company or limit its capabilities to
achieve its goal.
STEPS IN PRODUCT DEVELOPMENT
6. Budget - The main consideration of any product development is the capital involved in
the process. Development - This is the stage where actual production of the product is
7. Product
done.
8. Test Marketing - This is done in order for the company to know product acceptability
of the market before going to full commercialization.
9. Full Commercialization - Full-scale production and distribution are achieved at this
stage.
PRODUCT LIFE CYCLE
Product Life Cycle or PLC describes the movement of a product through time. It
provides the company an idea of how its products are accepted by the market.

STAGES OF PRODUCT LIFE CYCLE (PLC)

1. Introduction Stage - is the stage in the PLC where investment is high.
2. Growth Stage - is where the product gains tremendous improvement in term of
sales as the product becomes popular and widely accepted.
3. Maturity Stage - is where product growth and sales stabilize, since the product
has been in the market for a longer time.
4. Decline Stage - is where profit continuously declines. At this stage, company
decides whether to phase out the product, maintain producing it, and reintroduce the
product, or sell the brand.
CLASSIFICATION OF PRODUCTS
1. Consumer Products - are intended for consumer market or end users who purchase for
their persona consumption or family consumption.
2. Industrial Products - are intended for business market who purchases products for
further processing or for their own business.

PRODUCT BRANDING
A brand is composed of the name of the product and the logo or design that represents
the product.
A brand name is the word or words that represent the product

CHOOSING THE BRAND NAME

1. A good brand name must be distinct. The word must be closely related with the product
2. A good brand name is easy to pronounce and easy to remember.
3. Not all terms or names considered by an entrepreneur or by a business enterprise
can be registered as brand names..
4. Another consideration in choosing a brand name is the possibility of product expansion.
PRODUCT PACKAGING
Packaging refers to the process of making the wrapper, covering or container of a
product or the product package. It involves company researchers on the product’s
design, package color, and packaging materials to be used.
Product package refers to the container used by the company to protect, promote, and
transport its product. It has a product label or insert.
Label is part of a product package that contains information about the product that
target what customers need to know, like the ingredients used to produce the product.

TWO REASONS WHY PACKAGING IS IMPORTANT

1. It provides protection to the product.
2. It preserves the freshness of the product.
3. It assures easy handling and convenience of transport.
4.It can entice people to buy the product. A product’s package is considered the “silent
salesman.
5. A product package speaks about the product’s quality and gives impression about
the company’s reputation.
LEVELS OF PACKAGING
1. Primary package is the product’s immediate container, like the bottle of medicines, the
plastic container ice cream, among others.
2. Secondary package refers to another package that protects the primary package,
like the boxused to contain the bottle of medicine.
3. Tertiary package refers to the bigger package that totally supports the product, like
the big boxes that hold dozen of bottles or dozen of smaller boxes for safety transport.
PRODUCT PRICING
PRODUCT PRICING
Price refers to the amount of money charged by product or service providers to the
market in exchange for their products or services.

PRICING STRATEGIES
1. Pricing in relation to product quality
a. Premium pricing strategy involves setting high price to products produced with high
b. quality.
Economy pricing strategy involves setting price low because the product is of low
quality.Companies that offer the same high quality products but offer the customers with
c.
more value for their money use the value pricing strategy.
d. In overcharging pricing strategy, products are priced high but the quality of the
products is low.
2. Other pricing strategies
a. Pentration pricing strategy involves setting low initial price for new products offered in
b. the market.
Market skimming pricing involves setting high initial price for a product or services
offered and after a definite period of time, companies either lower the price of the
offering
c. or maintain
Bundle pricingitstrategy
price. involves setting one price for a set or complimentary
product.
d. Geographical pricing involves setting setting price differently in different locations.
REASON FOR PRICE CHANGE
1. There is excess capacity.
2. There is continuous decrease in market share.
3. Competitors lower their price offering and other companies believe that it is
advantageous to their companies to follow the price decrese.
4. Company desires to regain lost market share and gain more customers.
5. Company is anticipating new product model or design.
 PRODUCT
DISTRIBUTION
DISTRIBUTION CHANNELS
Wholesaling intermediaries are those that purchase products from \manufacturers and sell
these products to retailers and other industrial users.

Retailers, on the other hand, are those that purchase products and resell them to final
users or market for their own use. Retailing is the final stage in the channel distribution.

LEVELS OF DISTRIBUTION
1. Zero-Level Channel From the manufacturer, products reach the market directly, also
known as direct marketing. No mrketing intermediaries or distributors are needed.
2. One-Level Channel Before products reach the market, products pass through marketing
intermediaries either through the wholesalers or retailers.
3. Two-Level Channel This consists of two channeld of distrbution where products pass
through before reaching the end users.
4. Three-Level Channel Products from manfacturer pass through three middlemen or
channels-the manufacturer’s selling agent, to wholesaler, and to retailer before the
product reach teh market.
DISTRIBUTION STRATEGIES USED BY COMPANIES
1. Intensive Distribution. Firms place products in as many outlets a possible., be it in
supermarkets, department stores, convenience stores, hotels, and hospitals.

2. Selective Distribution. Products are distributed in a limited number of outlets.

3. Exclusive Distribution. In this type of distribution, an outlet is given exclusive rights to

carry the manufacturer’s products within a specific territory.

WHOLESALING AND RETAILING

Wholesaling involves transaction where products are sold for resale. The person involved in
wholesaling is called the wholesaler. Other functions of wholesalers are:

1. They buy in large quantities an break these into smaller numbers for resale to retailers.
2. They provide product knowledge to the retailers as they promote and sell the products.
3. They provide the manufacturer the necessary feedback or market information about his
product.
4. They handle the storage of the products.
5. They carry the inventory of the manufacturer’s products.
6. They provide their own sales agents so that it helps the manucfacturer with minimizing
manpower cost.
WHOLESALING AND RETAILING
Retailing is the process of selling products to the end users. Retailing is the last stage in
the channel of distribution. The person involved in retailing is called the retailer. Retailing is
an important industry because:

1. It helps the economy by creating jobs or providing employment.

2. Majority of the market patronizes retail purchases.
3. It serves as links between the wholesalers’ products and the customers.
4. It sells products that end users can afford.
5. Retail stores are commonly accessible to the market.
CLASSIFICATION OF RETAILERS
Retailers can be classified based on the amount of service they offer the market:

1. Self-service is the type used by sellers in convenience stores.

2. Full-service stores offer more choices of specialty products providing more services to
customers; thus, operating expenses are high which result in higher product price.
3. Limi\ed-service retailers carry more shopping goods, therefore providing more sales
assistance for cstomers who need information about a product.
4. Personal-service retailers provide personalized service to consumers.
 PRODUCT
PROMOTION
PRODUCT PROMOTION
Promotion, as one of the important “Ps” in marketing, involves communicating to the public
something about the product.

TYPES OF PRODUCT PROMOTIONS

1. Advertising is a paid non-personal type of promotion where a product or idea is
presented by an identified firm. It is one of the wide\ly used promotion. It is done using
broadcast media.
• Another advertising medium is print where product promotions are placed in
journals, newspapers, magazines, and other publications.
• Outdoor media is also a famous medium for firms. Gigantic nillboards are placed in
strategic locations or in busy highways to get attention of motorists and passersby.
• Transit advertising is a very much-utilized medium in the form of ads set inside LRT
or MRT, on top of a taxi, or logos designed or drawn on the body of a bus or any
 Advertising Mediums
public transport.
a. Broadcast media refers to medium used by advertisers when they choose to have ad
exposure on television, radio, or cinema.
b. Print media prices vary depending on the size of the ad, location, and the number of
colors used in printing the advertisement.
c. Outdoor advertisement consists of ads that are place on highways or roads where there
are many passersby and vehicular traffic is heavy.
TYPES OF PRODUCT PROMOTIONS
2. Personal Selling is a promotional method where face-to-face interaction between the
seller and the buyer is seen.

3. Sales Promotions A kind of promotion that targets either the channel of distribution, like
the wholesalers or distributors, or the market.

4. Public Relations A type of promotion that builds good relations with the various
stakeholders of the company by using different public relations tools to establish good
corporate image and manage unfavorable or negative publicity or events.

TYPES OF PROMOTIONAL STRATEGIES

1. Pull Strategy A type of promotion strategy where there is huge budget on advertising
expenditure, public relations, or consumer productions to persuade the market to try the
company’s offering.

2. Push Strategy A type of promotion strategy that calls for using personal selling and trade
promotions to aggresively promote the company’s offering through various channel
members, for them to carry the products and promote to end users.
CAREERS IN
MARKETING
CAREERS IN MARKETING
The field of marketing is dynamic and vast, where anyone interested to be part of it can
enter the field through the following positions:
1. Product Management
• Product Manager is in charge of managing a specific product brand or product
line. He is also responsible in terms of product planning and development,
coordinating with various channel distributions, as well as product pricing and
promotions. Some companied call this position as brand manager.
• A product specialist is responsible for monitoring the quality and stability of the
firm’s products. a Product specialist collaborates with product managers in shaping
and executing product goals.
2. Sales Management
It involves managerial functions like recruitment and selection, as well as training of
salespersons, monitoring, promoting people, and even termi\nating them.

3. Personal Selling
It is a job that can be very rewarding yet very demanding as well.
4. Promotions Management
This field has the vital role of informing the public of the company’s product offerings
and persuading the market to try its offerings. Advertising is one of those areas that
offer various positions like advertising manager or promotions manager.
CAREERS IN MARKETING
Other careers:

 Account Manager involves a close coordination with the client and with the other
members of the advertising team like the creative team.
 Director of Accounts handles the coordination of all the work of all the account
managers under his team.
 Media Planner or buyer is in charge of choosing the right media for the advertising
materials. He or she also establishes media linkages.
5. Distribution or Logistics Management

 Department Manager is responsible for the operations of the entire department; from
planning, staffing, work scheduling, monitoring of employees within the department, to
supervision of merchandise.
 Department Purchaser deals with merchandise suppliers. He nogotiates in terms of
priing. The purchaser is also known as the buyer who decides on merchandise
assortment of the store.
 Store Manager is responsible for the smooth flow of store operations. He makes sure
6. Market Researchers
that there are enough supplies of all the merchandise ont he display shelves.
 Marketing Manager is responsible for developing and implementing marketing
objectives and strategies, overseeing the operations of the entire marketing activities of
the company, and providing much needed feedback to top management so that better
ADVERTISING AND
PUBLIC
RELATIONS
ADVERTISING
Advertsing is any paid form of non-personal presentation and promotion on ideas, goods,
or services by an identified sponsor.

An advertising objective is a specific communication task to be accomplished with a

specific target audience during a specific time.

DEVELOPING ADVERTISING STRATEGY

 Creating an Advertising Message
 Advertisements need to break through the clutter
 gain attention
 communicate well
 Message Strategy is the general message that will be communicated to consumers
 Creative Concept is the idea that will bring the message strategy to life and guide
specific appeals to be used in an advertising campaign
 Creating an Advertising Message COnsumer Generated Massages
 YouTube videos
 Brand website contests
 Positives
DEVELOPING ADVERTISING STRATEGY
 Selecting Adverstising Media
 Reach is a measure of the percentage of people in the target market who are
exposed to the ad campaign during a given period of time
 Frequency is a measure of how many times the average person in the target
market is exposed to the message
 Impact is the qualitative value of a message exposure through a given medium
 Evaluating the Effectiveness and Return on Advertising Investment
 Return on advertising investment the net return on advertising investment divide\d
by the costs of the eadvertising investment
 Communication effects indicate whether the ad and media are communicating the
ad message well and can be tested before or after the ad runs
 Sakes and profit effects compare past sales and profits with past expenditures or
through experiments
 Developing and Advertising Programs Other Advertising Conside\rations
 Organizing for advertising
 agency vs in-house
 International advertising decisions
 standardization
THE ROLE AND IMPACT OF PUBLIC RELATIONS
 Lower cost than advertising
 Stronger impact on public awareness than advertising
 Has power to engage consumers and make them part of the brand story

MAJOR PUBLIC RELATIONS TOOLS