consumer behavior 01

8/13/2019 Consumer Behavior 01

1/17


2/17

The decision process and physicalactivity individuals engage in whenevaluating, acquiring, using ordisposing of goods and services.


3/17

Customers and Consumers

STP

Consumer behaviour roles

Application of Consumer Behaviour

knowledge

Marketing Concept


4/17

DIVERSITY OF CONSUMER

BEHAVIOR: ROLE OF

CONSUMER BEHAVIOR IN

MARKETING STRATEGY


5/17

Market Aggregation

Market Segmentation (criteria for effective segmentation:-identifiable and measurable, accessible, substantial, responsive)

Demographic Characteristics (population growth, changingage mix, shift in population, regional distribution, metro vs non-metropopulation, geodemographic clusters, education, style of

expenditure, etc.)

Limitations of demographics in predicting consumer behavior.

Techniques of Lifestyle Segmentation(AIOs, product usage,media habits) Perceptual Mapping


6/17


7/17

Actualizer

Principle

Oriented

Status

Oriented

Action

Oriented

Struggler

Fulfilled

Believers

Achievers

Strivers

Experiencer

Makers

High resources

High Motivation

Low resources

Low Motivation


8/17

Perception is defined as the process by whichan individual selects, organizes, and interpretsstimuli into meaningful and coherent picture.

The basic concepts that underlie the perceptualprocess are:-

1. Sensation

2. The absolute threshold

3. The differential threshold (JND and Webers Law)

Subliminal Perception


9/17

Perceptual Selection:Perceptual Organization:Perceptual Interpretation: Physical Appearances Stereotypes First Impression Information Overload Halo Effect

Selective Exposure Selective Attention Selective Distortion Selective Retention


10/17

Consumer Behavior---


11/17

Elements of Learning

1. Drives/Motivation

2. Cues

3. Response

4. Reinforcement

Learning Theories

1. Classical Conditioning Theory2. Instrumental Conditioning Theory

3. Cognitive Learning Theory


12/17

MotivationTurns you on

NeedFelt deprivation

Motivation Process

Unfulfilled

needs, wants,

desires

Tension DRIVE

Frustration

DefenseMechanism

--Aggression

--Fixation

--Compromise

--Withdrawal

GOALOvert

Covert


13/17


14/17

Dimension of Involvement

AntecedentsPersons, stimulus/object,

situational categories

Moderating FactorsOpportunity to

process, Ability to process

Involvement Propertiesintensity,

direction, level of persistenceResponse Factorssearch, Information

processing, decision/persuation


15/17

Attitude is learned predispositions to respond to anobject or class of objects in a consistentlyfavorable or unfavorable way.

Characteristics of attitudes

Attitudes have an objectAttitudes have direction, degree and intensityAttitudes have structureAttitudes are learned

Sources of attitude Development

Personal ExperienceGroup Associations Influential others


16/17

Personality is the inner psychological

characteristics that both determine and

reflect how a person responds to his or her

environment.

The nature of Personality

Personality reflects individual differences

Personality is consistent and enduringPersonality can change


17/17

1. Freudian Theory:- Id, Ego, Superego2. Neo-Freudian Theory :- CAD

3. Trait Theory:- Consumer Innovativeness,Consumer Materialism, Dogmatism,Ethnocentrism

4. Jungian Theory:- ST, SF, NT, NF

consumer behavior 01

Documents