consumer behavior
DESCRIPTION
about behavior of consumerTRANSCRIPT
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Consumer Behaviour
Consumer perceptions
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Definitions Sensation: immediate and direct response of
sensory organs to stimuli Stimulus: any unit of input to any of the
senses Products Packages Brand names Advertisements & commercials
Absolute threshold: the lowest level at which an individual can experience a sensation
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Marketing stimuli
Any communications or physical stimuli designed to influence consumers
Primary (intrinsic) stimuli Secondary (extrinsic) stimuli
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Product and its components (package, contents, physical properties) are?1. Secondary stimuli
2. Primary stimuli
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Secondary stimuli
Represent the product through Words, pictures, symbolism Other stimuli associated with the product (price,
store, salesperson)
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To survive competition, consumers must be constantly exposed to ?1. Primary stimuli
2. Secondary stimuli
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The product concept
Bundle of product benefits that can be directed to the needs of a defined group of consumers
Using messages, symbolism, imagery Organisation of the secondary stimuli into a
product position Key factors determining which stimuli
consumers perceive and how they interpret them
Characteristics of the stimulus Consumers’ ability to perceive the stimulus
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Stimulus characteristics Sensory elements Structural elements
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Sensory elements
Sight: colour perceptions Link between colour preferences and brand choices
Taste Not objective Linked to the brand’s image in the consumer’s mind
Smell Sound
Voiceovers Music
Feel
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Structural elements
Physical characteristics of the marketing message Print ads: size or position in a magazine TV
Length of the ad Time of day Use of jingles
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Consumer characteristics
Stimulus discrimination Stimulus generalisation
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Stimulus discrimination
Threshold level Adaptation level
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Threshold level
Ability of consumers to detect variations in stimuli is determined by their threshold level
Just noticeable difference Differential threshold exists in comparing two
stimuli Consumer doesn’t detect differences below
differential threshold Minimum difference between two stimuli that
consumers can detect DT represents the JND
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Applications
Negative changes in stimuli that will not be noticed Price increase through reduced quantity
Improvements should be noticed Differentiate brand from competition so it is
noticed
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Webers Law
The stronger the initial stimulus, the greater the change required for the subsequent stimulus to be seen as different
Increase in the difference required to reach the differential threshold (JND) is constant
Most direct application in pricing The higher the original price, the greater the
markdown required to increase sales
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Adaptation level The level at which consumers no longer notice a
frequently repeated stimulus Advertising wearout is the consumers’
adaptation to a campaign over a period of time Consumers differ in levels of adaptation
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Stimulus generalisation When two stimuli are seen as similar (contiguous) The effects of one can be substituted for the effects of
the other Allows consumers to simplify the process of evaluation
No separate judgment required for each stimulus Brand loyalty is a form of stimulus generalisation
Assume past experience (positive) will be repeated No separate judgment required for each purchase
New products: consumers generalise from past experience to categorise them Horseless carriage
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LG’s policy of family branding is stimulus generalisation
1. True
2. False
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Perceptual Process
Selection
Organisation
Interpretation
Exposure
Attention
Categorisation
Inference
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Perceptual selection Exposure
Consumers’ senses activated by a stimulus Pick and choose stimuli they are exposed to Likely to avoid exposure to stimuli that are
unimportant and uninteresting Attention
Momentary focusing of a consumer’s cognitive capacity on a selective stimulus
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Selective Perception Two consumers may perceive the identical
advertisement, package or product very differently
Occurs at every stage in the perceptual process Depends on
Nature of stimulus: eg contrast Expectations: people usually see what they expect to
see. What they expect to see is usually based on familiarity, previous experience or preconditioned set of expectations
Motives: people tend to perceive things they need
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Selective exposure and attention occur because consumers’ beliefs influence what they choose to listen to or read1. True
2. False
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Selective organisation occurs because people organise information to be consistent with their beliefs1. True
2. False
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Selective interpretation occurs so that perceptions conform with prior beliefs and attitudes1. True
2. False
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Functions of Selective Perception Perceptual vigilance: consumers receive information
most relevant to their needs High involvement: guides consumers to information instrumental
in attaining desired benefits Low involvement: screens out information because consumers
want to minimise information processing Perception that information conforms to beliefs and
attitudes: perceptual defence Protects from threatening or contradictory stimuli When consumers are involved Messages in agreement with beliefs accepted (assimilation
effect) Messages not in agreement, rejected or distorted to contrast with
the consumers’ opinions (contrast effect)
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Perceptual equilibrium Consistency between the information
received about a brand and consumers’ prior beliefs about the brand
Ensures that the consumers’ psychological set is in equilibrium
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Cognitive theories based on PE Sherif’s social judgment theory
Consumers process information to ensure consistency By contrast or assimilation
Heider’s balance theory When information conflicts with beliefs Balance achieved by changing opinion about the object, or the
source of information or both Result: balance of beliefs
Cognitive dissonance theory When postpurchase conflicts arise Balance through seeking supporting information Or distorting contradictory information
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Perceptual disequilibrium Consistency between the information
received about a brand and consumers’ prior beliefs about the brand
Ensures that the consumers’ psychological set is in equilibrium
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Microsoft’s tagline “Where do you want to go today?” is an application of perceptual defense
1. True
2. False
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Why? Ambiguity Benefits are not clear cut Product is important to consumer Enables consumers to project almost any
motive for using MS products Perceive the message selectively in line
with their needs Use of Perceptual Defence
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Perceptual organisation
Consumers group information from various sources to understand it better Act on it
Basic principle: integration Perceive various stimuli as an organised whole Simplifies information processing Provides an integrated meaning for the stimuli Based on Gestalt psychology: people organise
perceptions to form a complete picture of an object
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Principles of perceptual integration Closure Grouping Context
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Closure
Perceiver’s tendency to fill in missing elements when a stimulus is incomplete
Consumers desire to form a complete picture – satisfaction in completing the picture on their own
Principle operates when consumers develop their own conclusions from moderately ambiguous advertisements
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Closure
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Grouping
More likely to perceive a variety of information as chunks than as separate units
Chunking or grouping information permits consumers to evaluate one brand over another by using a variety of attributes
Principles of grouping Promixity Similarity continuity
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Promixity One object is associated with another because of
its closeness to that object Advertising employs principle of proximity by
associating the product with positive symbols and imagery close to the product
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Proximity
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Similarity
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Similarity
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Continuity
Grouping stimuli into uninterrupted forms rather than discontinuous contours
In a retail store, no sharp breaks should occur from one sales station to the next by type of merchandise: reasonably continuous transition
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Continuity
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Context
Consumers tend to perceive an object by the context in which it is shown
Setting of an advertisement influences the perception of a product
Same advertisement may be perceived differently in two different media
Most important principle: figure and ground Distinguish stimuli that are prominent (figure in foreground) From stimuli that are less prominent (in the background)
Product should be the figure and setting the ground
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Context
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Perceptual interpretation
Once consumers select and organise stimuli they interpret them
Categorisation Inference
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Categorisation
Tendency to place information into logical categories
Helps process known information quickly and efficiently
Also helps consumers classify new information Marketers need to ensure
Recognise a brand as part of a product class Not a direct duplicate of other brands Product positioning
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Category levels
When consumers first learn about a product they classify it at the most basic level
As they process more information, develop a capacity to use refined classifications
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Category levels for computers
1990s
1970s and 80s
1950s Computers
Personal computers
Desktops Portables Laptops
Notebooks Personal assistants Cell phones
Mainframes Microcomputers
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Process of categorisation
Schema Recall of information in clusters of thoughts, ideas and symbols Hard disks, floppies, CDs, memory, portability, graphics,
connectivity etc Subtyping
Developing a subcategory of a broader category Schema can help define a subcategory
Pepsi Slice New schema: fruit based soft drinks Campaign: “We’ve got the juice” Entry of Coca Cola and P&G established the subcategory
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Perceptual inference
Consumers develop inferences about brands, prices, stores and companies Beliefs formed about objects from past associations
Semiotics: study of the role signs and symbols have in assigning meanings to objects
Semiotics attempts to determine the meaning consumers assign to symbols through The object The symbol associated with the object The interpretant or meaning of the symbol
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Crystal Pepsi
Object
(Crystal Pepsi)
Symbol
(clear liquid)
Interpretant
(weak, watery)
Object
(Crystal Pepsi)
Symbol
(clear liquid)
Interpretant
(light, natural)
Symbolic Product Associations desired by Pepsi
Symbolic Product Associations held by many consumers
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Perceived risk
Types of risk Financial: cost relative to disposable income Social risk: may not meet standards of important reference group Psychological risk: loss of self esteem when error recognised Performance risk: product may not work as anticipated Physical risk: bodily harm due to product performance Internet risks
Security of financial information Privacy Shipping and handling costs Late delivery or delivery of damaged or incomplete products
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Risk is likely to be perceived as greater when there is high involvement
1. True
2. False
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Risk is likely to be perceived as greater when there is little information about the product category1. True
2. False
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Risk is likely to be perceived as greater when the product is new
1. True
2. False
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Risk is likely to be perceived as greater when the product is technologically simple
1. True
2. False
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Risk is likely to be perceived as greater when consumers have high self confidence in evaluating brands1. True
2. False
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Risk is likely to be perceived as lesser when there are variations in quality among brands
1. True
2. False
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Risk is likely to be perceived as greater when the price is high
1. True
2. False
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Risk is likely to be perceived as greater when the purchase is not very important to consumers
1. True
2. False
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Consumer strategies to reduce risk More extensive information processing
Better evaluate alternatives Ensure avoiding products that fail
Brand loyalty Consumers know what to expect from the product
Buy the lowest priced item or smallest size Obtain a warranty or guarantee Reduce psychological risk
Reduce level of expectation
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Marketer strategies to reduce risk Warranties Money back guarantees Liberal return policies for defective products Offer products at lower prices or smaller sizes Free samples
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Price perceptions
Price expectations Price –quality relationship
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Price expectations
Reference price or standard price What the consumer expects to pay Consumers use this as a reference for comparison
Acceptable price range Range of prices consumers are willing to accept higher end is the reservation price: above which the product
would be judged too expensive Lower end is the limit below which the quality would be suspect
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Price quality relationship
Association is likely to be perceived when insufficient information about product quality Price used as an indication of quality
Price is also used to reflect quality when there is confidence in the source of the price information Quality association of a brand name warrants a higher
price
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Brand positioning
Image in the mind of the consumer More important to success than actual attributes Unique position that the brand occupies in the mind of the consumer Differentiation through emphasis on benefits
Must reflect attributes that are important to and fit with the perceptions of the target segment
Result: a distinctive brand image on which consumers rely in making choices
Positive brand image leads to positive beliefs about the brand value and a willingness to search for the brand. Also reinforces brand loyalty
Positioning strategy forms consumer beliefs about brand attributes and determines the price consumers are willing to pay
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Perceptual mapping
Enables marketers determine how they want their products or services to appear to consumers in relation to competitive brands on one or more relative characteristics
Allows them to see gaps in the positioning of all brands and identify areas in which new offerings can be developed
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Perceived price Should generally reflect the value the customer
receives from the purchase Should be consistent with the value
A burger A BMW
How a consumer perceives the price has a strong influence on purchase intention and satisfaction High Low Fair
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Reference prices
Any price that a consumer uses as a basis for comparison in judging other prices
Can be external or internal Internal reference prices are retrieved by the
consumer from memory Internal reference prices change
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Perceived quality
Based on informational cues that they associate with the product
Intrinsic to the product or service Extrinsic to the product or service
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Perceived quality of products Intrinsic cues
Physical characteristics of the product Size Colour Flavour Aroma
can be used to justify being rational/objective Extrinsic cues
Packaging Colour Size of container
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Perceived quality of services
More difficult to evaluate quality of services Variable Perishable Simultaneously produced and consumed
Consumers rely on extrinsic cues