UNIT 2 CONSUMER BEHAVIOR Consumer Decision Making Consumer

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UNIT 2 CONSUMER BEHAVIOR

UNIT 2 CONSUMER BEHAVIOR

Consumer Decision Making �Consumer – A Decision Maker Market Knowledge II. Social & Cultural

Consumer Decision Making �Consumer – A Decision Maker Market Knowledge II. Social & Cultural factors III. Passive Decision Makers IV. Cognitive or Thinking Decision makers V. Role of Moods & Emotions Difference Between Product Involvement & Purchase Involvement ? ? I.

Consumer Decision-Making Process Problem Recognition Information Search Alternative Evaluation & Selection Purchase Post-Purchase Behaviour

Consumer Decision-Making Process Problem Recognition Information Search Alternative Evaluation & Selection Purchase Post-Purchase Behaviour

Types Of Consumer Decisions q Habitual Decision Making Low Purchase Involvement b. Brand Loyal

Types Of Consumer Decisions q Habitual Decision Making Low Purchase Involvement b. Brand Loyal & Repeat Purchase q Limited Decision making a. Evaluates Limited Alternatives b. More on Internal info search , Less on External factors( product attributes, Discounts) q Extended Decision Making a. Evaluate Large no. of Alternatives b. High Purchase Involvement c. Quite Complex a.

Problem Recognition Process Individual Variables & Environmental Variables Desired State Actual State Consumer Problem

Problem Recognition Process Individual Variables & Environmental Variables Desired State Actual State Consumer Problem Recognition Consumer Action No Consumer Action

Identifying Consumer Problems �Activity Analysis �Product Analysis (LG Microwave Oven) �Problem Analysis

Identifying Consumer Problems �Activity Analysis �Product Analysis (LG Microwave Oven) �Problem Analysis

Information Search Determinants of Information Search Ø Market Characteristics Ø Product Characteristics Ø Consumer

Information Search Determinants of Information Search Ø Market Characteristics Ø Product Characteristics Ø Consumer Characteristics Ø Situation Characteristics

Evaluation of Alternatives �Inert Set �Inept Set �Consideration Set

Evaluation of Alternatives �Inert Set �Inept Set �Consideration Set

Strategies Adopted By Marketer(Pg. No. 244 avd) q INSIDE CONSIDERATION SET I. III. Habitual

Strategies Adopted By Marketer(Pg. No. 244 avd) q INSIDE CONSIDERATION SET I. III. Habitual Decision Making(Maintenance. Strategy) Limited Decision Making(Capture Strategy) Extended Decision Making(Preference Strategy) OUTSIDE CONSIDERATION SET I. Disrupt Strategy II. Intercept Strategy III. Acceptance Strategy q

Alternate Evaluation & Selection �Affective Choice (Stereo, Saree) Evaluative Criteria- Emotional association Based �Attribute

Alternate Evaluation & Selection �Affective Choice (Stereo, Saree) Evaluative Criteria- Emotional association Based �Attribute Based Choice (Stereo/Mobile) �Attitude Based Choice (General Attitude, Impressions)

PURCHASE & POST-PURCHASE

PURCHASE & POST-PURCHASE

WHAT IS MOTIVATION ? “Stimulation of any emotion or desire operating upon one’s will

WHAT IS MOTIVATION ? “Stimulation of any emotion or desire operating upon one’s will & prompting or driving it to an action”

Process of Motivation Learning Unfulfilled Needs Tension Drive Cognitive Processes Behaviour Fulfillment of goals

Process of Motivation Learning Unfulfilled Needs Tension Drive Cognitive Processes Behaviour Fulfillment of goals or needs Reduction in Tension

Types of Motives �Biogenic Motives( air, food, water, etc) �Psychological Motives(Self-esteem, power, affiliation) �Utilitarian

Types of Motives �Biogenic Motives( air, food, water, etc) �Psychological Motives(Self-esteem, power, affiliation) �Utilitarian Motives(Utility product) �Hedonic Motives (Chandelier) �Conscious Motives(GOLF) �Unconscious Motives

Theory of Motivation : Maslow’s Hierarchy of Needs

Theory of Motivation : Maslow’s Hierarchy of Needs

Marketing Applications �Segmentation & Promotion �TRIO OF NEEDS – q Power q Affiliation q

Marketing Applications �Segmentation & Promotion �TRIO OF NEEDS – q Power q Affiliation q Achievement (Schiff pg no 104)

Marketing Strategies Based on Motivational Conflict �Approach-Approach Motivational Conflict �Approach-Avoidance Conflict �Avoidance-Avoidance Conflict MARKETING

Marketing Strategies Based on Motivational Conflict �Approach-Approach Motivational Conflict �Approach-Avoidance Conflict �Avoidance-Avoidance Conflict MARKETING STRATEGIES ONI. MOTIVE COMBINATION II. SELF IMAGE

Perception “Process by which the individual selects, organizes & interprets stimuli into meaningful &

Perception “Process by which the individual selects, organizes & interprets stimuli into meaningful & coherent picture of world”

Elements of Perception q Sensation (Merc, Bakery, Raymond) q Absolute Threshold (Jingle) q Differential

Elements of Perception q Sensation (Merc, Bakery, Raymond) q Absolute Threshold (Jingle) q Differential Threshold or Just Noticeable Difference (JND) (Car/bike price hike) q Subliminal Perception

Process of Perception & Information Processing Exposure Attention Interpretatio n Memory Purchase & Consumptio

Process of Perception & Information Processing Exposure Attention Interpretatio n Memory Purchase & Consumptio n Decision Stages of Perception

q Exposure § Selective Exposure, Selective Attention, Perceptual Defence, Perceptual Blocking Measures by Marketeer

q Exposure § Selective Exposure, Selective Attention, Perceptual Defence, Perceptual Blocking Measures by Marketeer – Colour Combinations, Frequency, Timing, Placement q Attention(Fevicol) Depends on- Interest & need, Ability, Involvement) q Stimulus (Size n Intensity, color , position, Isolation, Design, Contrast, Info Overlaoding)

q Interpretation (annual clearance sell) § Semiotics § Icon- Nescaffe § Index- Dettol, Cadbury

q Interpretation (annual clearance sell) § Semiotics § Icon- Nescaffe § Index- Dettol, Cadbury q Consumer Imagery - Alignment between self image & product image (Car) q ABSOLUTE THRESHOLD q Differential Threshold or Just Noticeable Difference

COMPONENTS of Perception �Perceptual Selection �Perceptual Organization �Perceptual Interpretation (Schiff pg no 165)

COMPONENTS of Perception �Perceptual Selection �Perceptual Organization �Perceptual Interpretation (Schiff pg no 165)