During the last few years, through message, many companies have shared their product’s information, thoughts, and opinions with their customers with the help of message. We are going to discuss the female attitude worked as the stimulus in the marketing communication for the anti-ageing products. Firstly attitudes varied according to the dealing communication in the market. Some other scientists defined as the attitude a direct and dynamic influence of the individual response that is based on the conceptual and neutral state of passion. The attitudes and behavior formation towards the marketing communication is important for the sales of any products. So in the market, consumer attitudes calculate purchaser behaviors. “According to the traditional attitude theory” Consumers buy the brands and products they most liked. However different intensifying evidence specifies that attitudes are not good adjudicators of observable behavior.
· Attitude concept more represented in customer behavior models for marketing theory. In the promotion of products, attitudes serve as the dependent variables. In marketing, different factors are the influencer in the market communication. These factors are the fact explanations of attitude towards marketing. For example, Wicker in 1969 measured several factors hypothesized to moderate the attitude and marketing consistency.
The factors are summarized in the table which is given as below:
|Influence the market communications
|Level of activity
|Active individuals behave actively consistently in their attitude than those of the individuals that are no active (passive response).
|Social, verbal, and intellectual abilities
|More knowledge and skills necessary in communication for market product sales.
|Competing motives and habits
|Competing motives and habits have a stronger influence on marketing
|Interrelation and multidimensionality between attitudes
|Interrelation and multidimensionality attitude appeared more consistent in market communication as compared to the unidirectional attitude.
|Situational factors: Social characteristics demand
|Adjust the type of social setting that helped in the attitude measure that expressed the demand characteristics of marketing
|Criteria for acceptable attitudes or behavior
|Criteria of attitude play a more important role in the consistency of the sales of the products.
|Availability of alternative behaviors
|Availability of alternative behaviors might be more consistent with the attitude in market communication that helps in more product sales.
|The attitude of objects specificity
|The stimulus in our verbal attitude response to the situation tends to be very specific in market communication.
|Unexpected events interrupt and disturbed the market sell events which cause inconsistency in the attitude.
|Actual behavior consequences
|Response of any stimuli that create quite a response in the market communications.
Wicker in 1969 measured Factors that influencing individual attitudes towards market communications.
Market communication is fundamentally critical to associations, which is the reason they utilize an assortment of special devices and messages to give knowledge about products. Publicizing, deals advancement, public relations, direct promoting, individual selling, and added-value approaches, for example, finance are the most utilized. Customers (females) get information about products through conventional media like different progressively computerized media, the Internet. Print, broadcast, film, and radio sources.
In the previous studies aging term for the male and female is becoming fast global concern. Anti-aging products created awareness regarding aging. Anti-ageing product are useful for “age ideology” For the long time, topic for skin care and beauty was concerned with women. In the modern society beauty and charm played an important role for male and female. With the passage of time, men changed their attitudes towards the grooming habits. Male choice towards anti- ageing products still less as compared to female traditional behavior for cosmetics products anti-ageing liked anti-ageing. Man used limited cosmetics products and blooming treatment procedure. Little information present about men that used dermatologist skin care. Female used more cosmetic products for their beauty and attraction.
Attitude of female and Promotion of anti-ageing product have been developed in response to changing market and environment conditions. To developing closer relationship with the buyers and organisations and to consumers, direct marking is the best way. While new and inventive types of communication through funding, story promoting, video screens on grocery store streetcars and registration form appliances, and the Internet and related advances imply that successful communication requires the choice and incorporation of an expanding variety of specialized instruments.
Figure 1Communication Mixture Representation
Female or any customers for gained the products of anti-ageing indicated a new approach like the way of communication between female (individual) and the company, one way communication helped to transfer from frame to personal communication labors.
|Promotion and information
|With the help of mass media communication, this type of communications helped to encourage people to product purchases, communication emphasis is on rational, product-based information
|Process and the imagery
|Communications are used to influence the customer’s experience and the various stage of the purchase process of products.
|Communication assets are utilised in a proficient and powerful approach to empower clients to have an unmistakable perspective on the brand suggestion. The accentuation is on the procedure, on media lack of bias, and on harmony among levelheaded and passionate correspondence.
|Exchanges are utilised as a vital piece of the unique connections that associations share with clients. The emphasis is on shared worth and importance, in addition to an acknowledgment of the distinctive correspondence needs and handling styles of various partner assemblies.
Why the market communication important for the selling of the products (anti-ageing) in an organisation?
Market communication is necessary for product selling. “In business point of view communication is all.” Analysis spreading over a very long while has reliably positioned relational abilities as pivotal for chiefs. Normally, administrator’s burn through 75 to 80 for every currency of their time occupied with some type of composed or then again oral communication. Though frequently named a “mild” expertise, communication in a business association gives the basic connection between middle measurements. The primary advertisement of business communication is the market. Prior to the determination of the item/administration, you require informant particle regarding the size, requirements, buying, power, nature of the market also, the particulars of various items and their request. For this, communication with various individuals, like general dealers and experts, in the field is an absolute requirement. The communication might be as singular conversations, talk with, and reviews, and so on each of these requirements an alternate style of communication. In a meeting and conversation with an individual at a time, you can utilise the language and dissect the data discovered, remembering that specific individual. On the other hand, on the off chance that you are utilizing a survey, the organisation should be as indicated by the language being utilised, informative social and financial status of the specific objective crowd.
Thus based on this literature, it is suggested that market communication is the necessary tool for the positive customer orientations and sell of any type of product. This leads to the type of communication tools that are important to the media and the audience. The Internet and computerized advancements have made feasible new intelligent types of communication, where the collectors have more remarkable duty concerning their part in the communication interface. An expanding number of associations are utilizing advertising to inform the two messages about themselves (corporate publicity) and also messages about their brands (promotion).
Overall,there are different ways of communication like the written messages, symbols, quality products, and pictures, colorful and attractive packages through which any person tries to communicate with other persons. Du Pont’s, advertising communications office recommends that advertising communications be dealt with as an essential asset by being arranged and incorporated with other basic corporate choices and not similarly as something that is done to achieve current requirements. Du Pont’s choices are guided under a way of thinking that advertising communications when treated as an essential power and not similarly as a strategic apparatus, addresses a basic corporate skill for building and making the portion of the overall industry and benefits.
So, the main theme of communication is the sharing of a set of information between sender and receiver. It is the type of social procedure in which more people exchange views. Different main components present market communications like
- Which person?
- Says what
- Name of the channel
- To whom
- With what effect
In communication, two major components play an important role like first is the sender and the second is the receiver. The sender can be formal or informal of the initiator of the communication. The receiver is a member of the market’s target audience or customer.
So, sometimes messages and media also worked as the components of communications.
Components of market communications
Figure 2 Components of market communications
So, female attitude concerning the message, received by the company that sell the anti-ageing products, some customers find those message informative or some people liked the messages promotion for the anti-aged products. A message that provides the information and data for the products is the main things that provide the information about the anti-ageing products that are suited for female or not. The female depends on the data mentioned in the message. When Female knows, experience the products knowledge through message, closer to the product knowledge that is it suitable or not for the removing the anti-ageing effects.