LEARNING AND MEMORY

LEARNING A POSITIVE AND LONG LASTING CHANGE IN BEHAVIOUR OF A PERSON ON ACQUIRING KNOWLEDGE OR SKILLS VIA READING , LISTENING, DISCUSSION, DIALOGUE, OBSERVING, TRAINING, EXPERIENCE etc. A PERSON WHO HAS LEARNT SOMETHING BEHAVES DIFFERENTLY.BEFORE LEARNINGPOSITIVE CHANGE IN BEHAVIOUR AFTER LEARNINGLEARNING PROCESS

LEARNING PROCESSTHREE STEPS LEARNINGSITUATIONLEARNINGPROCESS+VE CHANGEIN BEHAVIOUR

VISIBLENOT VISIBLEVISIBLECREATEOBSERVE5 COMPONENTS 1. TEACHER / TRAINER 2. PARTICPANTS (SUITABLE NUMBER, QUALITY) 3. PHYSICAL / OPEN ENVIRONMENT 4. FACILITATING EQUIPMENT 5. TEACHING METHODOLOGY. LECTURE, DISCUSSION, WORKSHOPS, CASE STUDY, EXERCISES

CHANGE IN JOB BEHAVIOURA PERSON WHO HAS LEARNT SOMETHING BEHAVES DIFFERENTLY 20% CHANGE JOB BEHAVIOUR THEMSELVES 80% NEED A COURSE CHAMPION FOR REGULAR FOLLOW UP FOR CHANGE

HOW DO PEOPLE LEARN?THROUGH FIVE SENSES. ALL SENSES ARE NOT EQUALLY EFFECTIVE IN LEARNING.SPECIALLY BY HEARING, SEEING AND DOING i.e. EXPERIENCE

FOUR TYPES OF LEARNT BEHAVIOURSPHYSICAL LEARNING: HOW TO WALK, TALK, INTERACT, LISTEN etcSYMBOLIC LEARNING: VERBAL CODES, NON-VERBAL CODESMEANING OF WORDS, BODY LANGUAGE, GESTURES, 3Ps OF VOICE PROBLEM SOLVING LEARNING:HOW TO IDENTIFY THE PROBLEM AND SUGGEST ITS SOLUTION AFFECTIVE LEARNING:DEVELOPING A FAVOURABLE OR AN UNFAVOURABLE ATTITUDE TOWARDS A COMPANY AND ITS PRODUCTS. AFFECTS PURCHASE AND USE OF A PRODUCTDONE VIA PROMOTION

FACTORS WHICH AFFECT LEARNING FOR LEARNING TO TAKE PLACE (SPEED OF LEARNING, EXTENT OF LEARNING, WHAT IS LEARNT), THE FOLLOWING FACTORS MUST BE PRESENT MOTIVE TO LEARN A SKILL OR GAIN KNOWLEDGE A MOTIVE MOVES AND STIMULATES A PERSON TO WORDS A SPECIFIC GOAL. EXTENT OF INVOLVEMENT DETERMINES A PERSONS LEVEL OF MOTIVATION TO SEEK KNOWLEDGE ABOUT A PRODUCT, SERVICE OR ON A SPECFIC TOPIC UNCOVERING A CONSUMERS (PERSONS) MOTIVE IS THE PRIME TASK OF A MARKETER AND THEN SHOW HOW THE PRODUCT FULFILLS THE MOTIVE

FACTORS WHICH AFFECT LEARNING CLUE , HINT A STIMULUS WHICH PROVIDES A DIRECTION TO SATISFY A NEED e.g. IN A HUNGRY STATE, AROMA OF FOOD, A RESTAURANT SIGN, AN ADVERTISMENT ACTS AS A CLUE RESPONSE A MENTAL OR A PHYSICAL, POSITIVE OR NEGATIVE, VERBAL OR NONVERBAL REACTION OF A CONSUMER (PERSON) TOWARDS A STIMULUS. THERE MUST INTERACTIVE LEARNINGREINFORCEMENT ANY FORCE WHICH HAS THE POWER TO GET SOMETHING LEARNT, DONE AND GET REPEATED IS CALLED REINFORCEMENT. REINFORCEMENT MAY BE POSITIVE OR NEGETIVE REINFORCEMENT

*HOW MUCH DO WE RETAIN?(AFTER 6 HOURS)10 % OF WHAT YOU READ20 % OF WHAT YOU HEAR30 % OF WHAT YOU SEE50 % OF WHAT YOU HEAR AND SEE70 % OF WHAT YOU SAY90 % OF WHAT YOU SAY AND DO

RETENTION IMPROVEMENT RETENTION CAN BE IMPROVED BY A TEACHER, TRAINER OR A SALES REPRESENTATIVE IN THE FOLLOWING WAYS: DEVELOPING MOTIVATION TO LEARN USING INTERESTING LEARNING MATERIAL ENTHUSIASTICALLY ENSURING ATTENTION / CONCERTATION WITH NO / FEW DISTRACTION SADDRESSING MORE SENSES, SPECIALLY SIGHT , HEARING, 3Ps OF VOICE SEQUENTIAL BUILD-UP

MEMORY MEMORY MEANS ABILITY TO STORE PRIOR KNOWLEDGE AND RETRIEVE (USE IN FUTURE) INFORMATION / KNOWLEDGE AFTER IT HAS BEEN ACQUIRED AND UNDERGONE PROCESSING

TYPES OF MEMORYULTRA SHORT-TERM MEMORYINFORMATION IS RETAINED FOR A FEW SECONDS / MINUTES. e.g. TRAFFIC SIGNSSUBTOTAL IN MENTAL ARITHMETIC, UNPOPULAR BRANDS

TYPES OF MEMORYSHORT-TERM MEMORYINFORMATION IS RETAINED FOR A FEW DAYS / MONTHS e.g.SCHOOL LEARNING

TYPES OF MEMORYLONG-TERM MEMORYINFORMATION IS RETAINED FOR MANY MONTHS / YEARS e.g.SYMBOLIC LEARNING PROFESSIONAL KNOWLEDGE PROBLEM SOLVING LEARNING / INFORMATIONSKILLS LEARNING POPULAR BRANDS NAMES LOCATION OF MERCHANDISE IN A SUPERMARKET / DEPARTMANTAL STORE

OBJECT , PERCEPTION, ATTITUDE AND BEHAVIOUR*

ATTITUDE AND BEHAVIOUR

OBJECT FOCAL POINT OF EXPOSURE AND INFORMATION.

CAN BE TANGIBLE, INTANGIBLE (ABSTRACT), A PERSON, A GROUP OF PERSONS, A GROUP OF SIMILAR PROUCTS (PRODUCT CLASS), A BRAND, ADVERTISMENT, MEDIA VEHICLE, A JOB, A COMPANY etc.

**

ATTITUDE AND BEHAVIOURPERCEPTION: UNDERSTANDING OF INFORMATION ABOUT AN OBJECT, RECEIVED THROUGH FIVE SENSES, RESULTING IN A STATE OF MIND TOWARDS THE OBJECT, IS CALLED PERCEPTION.POSITIVE, NEGTIVE, FAVIOURABLE OR UNFAVIOURABLE.

ALTHOUGH DIFFICULT, PERCEPTION CAN BE CHANGED, THUS, ATTITUDE CAN BE CHANGED.

ATTITUDE AND BEHAVIOUR

ATTITUDEA PERSONS FAVOURABLE OR UNFAVOURABLE STATE OF MIND TOWARDS AN OBJECT, BASED ON HIS PERCEPTION / UNDERSTANDING. THE EXTENT TO WHICH A PERSON LIKES OR DISLIKES AN OBJECT CAN BE MILD, SOMEWHAT STRONG OR VERY STRONG. TENDS TO BE STABLE BUT CAN BE CHANGED OVER A PERIOD OF TIME IF IT IS OF MILD EXTENT AND OF SHORT DURATION.IN SALES, ATTITUDE IS FORMED BEFORE PURCHASE ATTITUDE IS INVISIBLE.**

ATTITUDE AND BEHAVIOURBEHAVIOUREXPRESSION OF ONES STATE OF MIND (ATTITUDE) THROUGH:-1) WORDSVERBAL OR WRITTEN LANGUAGE 2) FACIAL / BODY EXPRESSIONS / DISTANCE NON-VERBAL LANGUAGE, BODY LANGUAGE.3)THREE Ps OF VOICE4)VISUALS

BEHAVIOUR IS VISIBLE

NORMALLY, BEHAVIOUR MATCHES WITH ATTITUDE. SITUATIONAL INFLUENCES CAN MAKE BEHAVIOUR NOT MATCHING ATTITUDE.

*MANAGE PEOPLE BY LISTENING AND OBSERVING THEIR BEHAVIOUR. LISTEN AND OBSERVE WHAT PEOPLE SAY AND DO ON JOB *

SEQUENCE OF STEPS IN A HIGH INVOLVEMENT PURCHASE SITUATIONEXPOSURE TO AN OBJECT

INFORMATION PROCESSING / PERCEPTION (RECEIVED FROM DIFFERENT SOURCES)

ATTITUDE (MILD, MODERATE, STRONG)

BEHAVIOUR (MAKING CHOICE BASED ON ATTITUDE)

SOURCE CREDIBILITYLIKABILITYEXPERTISE TRUSTWORTHINESS

CHARACTERISTICS OF ATTITUDESEVEN CHARACTERISTICS ATTITUDE HAS AN OBJECT, A FOCAL POINTATTITUDE HAS A DIRECTIONHOW A PERSON FEELS TOWARDS AN OBJECT?FAVOURABLE OR UNFAVIOURABLE. ATTITUDE EXPRESSES A PERSONS LIKES / DISLIKES OF AN OBJECT e.g. SUZUKI MEHRAN IS POORLY MADE.

CHARACTERISTICS OF ATTITUDEATTITUDE SHOWS A DEGREE / AN EXTENT OF LIKING / DISLIKING. MILD, MODERATE , STRONG e.g. SUZUKI MEHRAN IS MILDLY / MODERATLY / STRONGLY POORLY MADE

CHARACTERISTICS OF ATTITUDEATTITUDE SHOWS INTENSITY OF SURENESS OF LIKING / DISLIKING. EXTENT OF SURENESS OR EXTENT OF CONFIDENCE OF A PERSON ABOUT THE OBJECT. HOW SURE A PERSON FEELS ABOUT HIS / HER CINVICTION REGARDING THE OBJECT. DEGREE OF LIKING / DISLIKING AND INTENSITY OF SURENESS OF ATTITUDE ARE NOT THE SAME e.g.A PERSON SAYS: SUZUKI MEHRAN IS STRONGLY POORLY MADE. THIS INDICATES:PERSONS NEGATIVE ATTITUDE DEGREE OF NEGATIVE ATTITUDE IS STRONG THE PERSON MAY HAVE LOW LEVEL OF SURENESS / CONVICTION THAT HE IS RIGHT. A PERSONS NEGATIVE ATTITUDE CAN BE CHANGED TO A POSITIVE ATTITUDE IF HE FEELS WEAK ABOUT HIS CONVICTION AND THE ATTITUDE IS OF SHORT DURATION

CHARACTERISTICS OF ATTITUDEATTITUDE HAS CONSISTENCY :THIS MEANS ATTITUDE TENDS TO BE STABLE / CONSISTANT OVER A PERIOD OF TIME. THE LENGTH OF TIME IS NOT INFINITE. IT IS NEITHER VERY TEMPORARY NOR PERMANENT. THE LONGER AN ATTITUDE IS HELD, THE MORE STONGER IT BECOMES AND SHOWS MORE RESISTANT TO CHANGE. NEWLY FORMED ATTITUDE IS EASIER TO CHANGE BECAUSE IT IS LESS STABLE

CHARACTERISTICS OF ATTITUDEATTITUDE IS LEARNT:LIKE VAIOUS SPORTS , PROFESSIONS etc ATTITUDE IS LEARNT FROM: PERSONAL EXPERANCE WITH AN OBJECT INFORMATION FROM OTHERS e.g. FRIENDS, RELATIVES, ADVERTISMENTS, OPNION, LEADERS, MEDIA etc

CHARACTERISTICS OF ATTITUDEATTITUDE CAN BE MEASURED:LIKERT SCALE A STATISTICAL FIVE POINTS SCALE USED TO MEASURE THE ATTITUDE OF A PERSON TOWARDS AN OBJECT.OFFER AN ATTRIBUTE BASED STATEMENT TO A RESPONDENT IN ORDER TO EXPRESS HIS EXTENT OF AGREEMENT OR DISAGREEMENT ON A FIVE POINTS SCALE

FACTORS WHICH AFFECT ATTITUDE FORMATIONPERSONAL EXPERIENCE WITH AN OBJECT PRODUCTS, REPRESENTATIVES, STORES, etcSOME OBJECTS ARE FAMILIAR, OTHERS ARE NEW EVALUATE THE NEW AND RE-EVALUATE THE FAMILIAR OBJECTS. EVALUATION / RE-EVALUATION DEVELOPES AN ATTITUDE TOWARDS THE OBJECTPERSONAL EXPERIENCE IS THE STRONGEST / PRIMARY SOURCE WHICH AFFECTS THE ATTITUDE.

FACTORS WHICH AFFECT ATTITUDE FORMATIONPERSONAL EXPERIENCE IS INFLUENCED BY: CHANGING NEEDS OVERTIME (FLC)PERSONALTY / SELF CONCEPT OF THE PERSONAGGRESSIVE / PASSIVE , INTEROVERT / EXTROVERTDIFFERENT PERCEPTION OF THE OBJECT BY OTHERS

FACTORS WHICH AFFECT ATTITUDE FORMATIONREFERENCE GROUPS: MEMBERSHIP GROUPS. PRIMARY AND SECONDRY GROUPSASPIRATIONAL GROUPSCULTURE / SUBCULTURE, SOCIAL CLASS OF THE CONSUMER OPENION LEADERSMEDIA / PROMOTIONSITUATIONAL FACTORS

CHANGING ATTITUDE

LEVEL OF INVOLVEMENT MEANS:A) TIME INVESTEDB) EFFORTS MADE LEVEL OF INVOLVEMENT DEPENDS UPON.

1) SIMPLE OR COMPLEX PRODUCT2) NEED FOR INFORMATION3) BRAND DIFFERENCES (FEW , MANY & SIGNIFICANT).4) RISK LEVEL.5) PRICE LEVEL.6) PRICE DIFFERENCE BETWEEN BRANDS.7) FREQUENCY OF PURCHASE.8) SOCIAL SIGNIFICANCE OF PRODUCT.9) IMPORTANCE OF STYLE OF THE PRODUCT

HIGH, MEDIUM AND LOW LEVEL OF CUSTOMER INVOLVEMENT.LEVEL OF CUSTOMER INVOLVEMENT

FACTORS WHICH DETERMINE SUCCESS OF CHANGING CONSUMER ATTITUDE TOWARDS AN OBJECTHOW STRONGLY AN ATTITUDE IS HELD STRONGLY HELD ATTITUDE IS DIFFICULT CHANGEWEAKLY HELD ATTITUDE IS EASY TO CHANGELENGTH OF ATTITUDE PERIOD DEGREE OF SURENESSSOURCE CREDIBILITYFREQUENCY OF EXPOSURE TO A PROMOTIONAL MESSAGE

STRATEGIES FOR CHANGING ATTITUDETWO TYPES OF STRATEGIES FOR CHANGING ATTITUDELOW INVOLVEMENT STRATEGIESHIGH INVOLVEMENT STRATEGIES

LOW INVOLVEMENT STRATEGIESFOUR LOW INVOLVEMENT STRATEGIES THESE STRATEGIES ARE USED WHEN CONSUMER INTEREST IN THE PRODUCT (OBJECT) IS LOW AND THEREFORE THE CONSUMER SPENDS LESS TIME AND LESS EFFORTS IN THINKING ABOUT / EVALUATING A PURTICULAR BRAND. LOW INVOLVEMENT CONDITIONTHUS, A MARKETER SHOULD NOT DEVELOP TO MUCH DETAILED PROMOTIONAL COMMUNICATION ABOUT THE BRAND TO CHANGE THE ATTITUDE

LOW INVOLVEMENT STRATEGIESLINK THE USE OF A BRAND TO A FAMILIAR GENERAL ISSUE RELATED WITH IT. THIS MAY INCREASE CONSUMERS INVOLVEMENT e.g. ENGAGEMENT (FAIR AND LOVELY CREAM)LINK THE USE OF A BRAND TO A PERSONAL SITUATION e.g. SEND A PROMOTIONAL MESSAGE TO TARGET CUSTOMERS AT THE TIME WHEN THEY ARE BUSY IN AN ACTUAL ACTIVITY RELATED WITH THE PRODUCT. AT THIS TIME, THEIR INTREST MY BE HIGH TO GET THEM INVOLVED. e.g.SUNTAN LOTION PROMOTIONAL MESSAGE DURING MID-DAY HOURS OF SUMMER WEEKENDS

LOW INVOLVEMENT STRATEGIESINTRODUCE A NEW IMPORTANT PRODUCT CHARACTERISTIC (Fs) AND ITS BENEFITS e.g. ADDITION OF CALCIUM IN MILKINFORM CONSUMER OF THE ABSENCE OF A PRODUCT CHARACTERISTICS (Fs) e.g. ABSENCE OF SUGAR, CAFFEINE IN A PRODUCT

HIGH INVOLVEMENT STRATEGIESFOUR HIGH INVOLVEMENT STRATEGIES THESE STRATEGIES ARE USED WHEN CONSUMER INTEREST IN THE PRODUCT (OBJECT) IS HIGH AND THEREFORE THE CONSUMER SPENDS MORE TIME AND MORE EFFORTS IN THINKING ABOUT / EVALUATING A PURTICULAR BRAND. HIGH INVOLVEMENT CONDITIONTHUS, A MARKETER SHOULD DEVELOP A MUCH DETAILED PROMOTIONAL COMMUNICATION ABOUT THE BRAND TO CHANGE THE ATTITUDE

HIGH INVOLVEMENT STRATEGIESCHANGING EXISTING BELIEF ABOUT THE PRODUCT BASED ON INCORRECT / INCOMPLETE INFORMATIONINCREASE CONSUMERS LEVEL OF EVALUATION OF THE BENEFITS OF A PERTICULER PRODUCT e.g. LISTERINE MOUTHWASH TASTES STRONG BECAUSE IT IS STRONG

HIGH INVOLVEMENT STRATEGIESINTRODUCE A MAJOR FEATURE OR INFORM WHAT IT DOES NOT HAVEe.g. ADDITION OF FLOURIDE IN CREST TOOTHPAST TO PERVENT TOOTH DECAYCOKE SUGAR FREESTRESS THE IMPORTANCE OF BEING AN INDIVIDUAL PERSONALTY AND NOT BEING LIKE OTHERS

COMMUNICATION PROCESS

INTERPERSONAL SKILLSMAJOR INTERPERSONAL SKILLS

COMMUNICATION SKILLSLEADERSHIP SKILLS OR INFLUENCING SKILLSMOTIVATIONAL SKILLSGRIEVANCES HANDLING SKILLSCONFLICTS HANDLING SKILLS

PROMOTIONAL PROCESSCOMMUNICATION PROCESSA PROCESS OF VERBAL AND NON-VERBAL TRANSMISSION OF INFORMATION ( THOUGHTS , MESSAGE ) BETWEEN THE SENDER AND THE RECEIVER , TO ACHIEVE PROMOTIONAL AND MARKETING OBJECTIVES; AND ALSO TO ESTABLISH AND MAINTAIN GOOD PERSONAL RELATIONSHIP

SENDER AND THE RECEIVER ARE THE PARTICIPANTS. BOTH USE VERBAL AND NON-VERBAL CODES

ELEMENTS OF COMMUNICATION PROCESSSENDERENCODINGMESSAGEMEDIADECODINGRECEIVERNOISEDISTURBANCES ANDCOMPETING MESSAGESFEEDBACKRESPONSE

USE EFFECTIVE AND EFFICIENT MEDIA:REACHES THE TARGET AUDIENCEREACHES FREQUENTLYHAS GOOD IMPACT

PROMOTIONAL AND MARKETING OBJECTIVESA)PROMOTIONAL OBJECTIVESTO CREATE:-AWARENESSKNOWLEDGEUNDERSTANDINGLIKINGPREFERNCETO HAVE BRAND NAME AT THE TOP OF CUSTOMERS MINDMARKETING OBJECTIVES1)COMMERCIAL OBJECTIVESSALES, GR, MS, RANKING, NEW CUSTOMERS DEVELOPMENT2)FINANCIAL OBJECTIVESPROFIT, ROI

COMMUNICATION PROCESSSENDER:THE INITIATOR OF COMMUNICATIONENCODING:CONVERTING OR EXPRESSING THOUGHTS INTO VERBAL AND NON-VERBAL SYMBOLS / CODES FOR TRANSMISSION TO A RECEIVERMESSAGE:ENCODED INFORMATION OR THOUGHTS SENT BY THE SENDER TO THE RECEIVERMEDIUM / CHANNEL : MEDIUM: THE VEHICLE USED TO CONVEY THE MESSAGE. CHANNEL: THE ROUTE TRAVELED BY THE MESSAGE. MESSAGES ARE TRANSMITTED BY SENSORY ROUTES. FIVE SENSORY CHANNELS

ELEMENTS OF COMMUNICATION PROCESSSENDERENCODINGMESSAGEMEDIADECODINGRECEIVERNOISEDISTURBANCES ANDCOMPETING MESSAGESFEEDBACKRESPONSE

USE EFFECTIVE AND EFFICIENT MEDIA:REACHES THE TARGET AUDIENCEREACHES FREQUENTLYHAS GOOD IMPACT

ENCODING CONVERTING THOUGHTS INTO CODES / SYMBOLS FOR THE CREATION OF A MESSAGE . CODES / SYMBOLS USED IN COMMUNICATION : A)WORDS B)BODY LANGUAGE / FACIAL EXPRESSIONS C)PITCH , PACE AND PAUSE OF VOICE D) VISUALSE) COLOURS

THESE CODES MUST BE KNOWN TO THE RECEIVER

NON-VERBAL OR BODY LANGUAGEMEANS CONVEYING INFORMATION THROUGH:BODY ACTIONS AND MOVEMENTSFACIAL EXPRESSIONSPHYSICAL DISTANCE BETWEEN THE SENDER AND THE RECEIVERPOSITION OF ARMS, HANDS AND LEGS POSTURE / BODY ANGLE EYE TO EYE CONTACT DRESS, APPEARANCE, HANDSHAKE

COMMUNICATION

SPEAK IN THE LANGUAGE OF THE RECEIVER OR THE CUSTOMER

COMMUNICATION PROCESSDECODING:INTERPRETATION OF MESSAGE INTO THOUGHTS OR INFORMATION BY THE RECEIVERRECEIVERTHE INDIVIDUAL WHO RECEIVES THE INFORMATION THROUGH VARIOUS SENSES.FEEDBACK : RESPONSE OF THE RECEIVER, VERBAL OR NON-VERBAL, +VE OR VE, TO THE MESSAGE RECEIVED AND WHICH IS CONVEYED BACK TO THE SENDER.

COMMUNICATION PROCESSNOISE : FACTORS WHICH DISTRACT OR DISTURB THE COMMUNICATION PROCESS. COMMUNICATION BARRIERS. CAN BE EXTERNAL NOISES OR INTERNAL THOUGHTS

COMMUNICTION SETTING/ ENVIRONMENTPHYSICAL ENVIRONMENTPLACE, TEMPERATURE, LIGHTING, NOISE LEVEL DISTANCE BETWEEN THE PARTICIPANTS SEATING ARRANGMENT TIME OF THE DAY (APERTURE) MOOD OF THE RECEIVER / PARTICIPANTCULTURE OF THE RECEIVER / PARTICIPANT

PERFECT COMMUNICATION

IT MEANS THE MENTAL PICTURE PERCEIVED BY THE RECEIVER EXACTLY MATCHES WITH THAT OF THE SENDER ON A SUBJECT OR PRODUCT UNDER DISCUSSION

EFFICTIVE COMMUNICATION PROCESS

EFFECTIVE COMMUNICATION PROCESS DEPENDS UPON :- 1)RIGHT TARGET RECIEVER 2)MOOD OF THE RECEIVER 3)NUMBER OF SENSES ENGAGED 4)CREDIBILITY OF SOURCE (SENDER, MEDIA, CELEBRITY ) 5)QUALITY AND LENGTH OF MESSAGE, MATCHING WITH RECEIVERS NEEDSMESSAGE SUPPORTED BY AN OPINION LEADER RIGHT WAY OF MESSAGE DELIVERYRIGHT FREQUENCY

SOURCE CREDIBILITYOF REP, CO, CELEBRITY, MEDIA ETC.LIKEABILITYEXPERTISETRUSTWORTHINESS

EFFECTIVE COMMUNICATION PROCESSTHE RIGHT PERSON SHOULD GIVE THE RIGHT MESSAGE, IN THE RIGHT WAY, TO THE RIGHT TARGET CUSTOMER, AT THE RIGHT TIME AND IN THE RIGHT NUMBER OF TIMES.

DESIGNING MESSAGE AND SELECTING MEDIAAIDA MODELTHE AIDA MODEL EXPLAINS WHAT A MESSAGE AND THE MEDIA SHOULD DO TO THE RECEIVER, CUSTOMER I.E. SUGGESTS QUALITIES OF A GOOD MESSAGE AND MEDIA.QUALITIES OF A GOOD MESSAGE AND MEDIAGAINS ATTENTIONCREATES INTERESTSTIMULATES DESIRE TO POSSESS THE PRODUCTTRIGGERS ACTION

WHY DOESNTA SALES MESSAGE GET ACROSS?SEVEN MAIN REASONSPEOPLE LISTENS SELECTIVELY. IF A MESSAGE DOES NOT MATCH WITH HIS NEEDS, IT WILL NOT HOLD HIS ATTENTION / INTEREST.THE MESSAGE IS TOO LONG AND BIAS.LACK OF EVIDENCE TO SUPPORT THE MESSAGE. THE MESSAGE IS GIVEN AT THE TIME WHEN THE CUSTOMER IS MENTALLY NOT IN MOOD TO LISTEN.POOR CREDIBILITY OF SOURCE. POOR MESSAGE DELIVERY PROCESS.INFRENQUENCLY OF MESSAGE

*FOUR ASPECTS OF MESSAGE

* FOUR ASPECTS OF A MESSAGE WHICH DETERMINE ITS EFFECTIVENESS MESSAGE CONTENTS MESSAGE STRUCTURE MESSAGE FORMAT MESSAGE SOURCE CREDIBILITY

*FOUR ASPECTS OF A MESSAGE 1)MESSAGE CONTENTS WHAT TO SAY TO THE TM AUDIENCE TO PRODUCE THE DESIRED RESPONSE I .E :- WHICH BENEFITS TO USE?

- TYPES OF BENEFITS RATIONAL BENEFITS

LOGICAL . BASED ON REASONS (SPACED). HARD SELLING APPROACH EG: PERFORMANCE QUALITY, DURABILITY, RELIABILITY, OPTIONS, AVAILABILITY, ATTRACTIVE PRICE, PSS ETC.

B)EMOTIONAL BENEFITS STIR +VE OR VE EMOTIONS WHICH MAKE A CUSTOMER BUY A PRODUCT . SOFT SELLING APPROACHEG: STATUS, BEAUTIFUL, PRIDE, LOVE, FEAR, SHAME ETC.

*FOUR ASPECTS OF A MESSAGEMESSAGE STRUCTURE

HOW TO CONVEY THE MESSAGE ? - SEQUENTLY ORDER OF PRESENTING BENEFITS - WHETHER THE MESSAGE SHOULD BE ONE OR TWO SIDED (BALANCED MESSAGE ) ?

IN ONE-SIDED MESSAGE, STRONGEST BENEFITS SHOULD BE PRESENTED FIRST TO GAIN ATTENTION AND INTEREST. USED WHEN AUDIENCE IS LESS INFORMED . LAY PUBLIC.

b)TWO SIDED MESSAGE IS USED WHEN THE AUDIENCE IS WELL INFORMED. PROFESSIONALS.

*FOUR ASPECTS OF A MESSAGE3)MESSAGE FORMAT HOW TO SAY MESSAGE SYMBOLICALLY IN DIFFERENT SYMBOLS OR CODES. WORDS, BODY LANGUAGE , ACTING, VISUALS , THREE Ps OF VOICE , COLOURS ETC USE CREATIVE CODES OR SYMBOLS.

PAY ATTENTION TO :- a) IN A PRINT PROMOTION:- ATTENTION GETTING CATCHY WORDS FOR CREATIVITY IN THE HEADLINE ,SLOGAN, BODY TEXT, VISUALS AND COLOURS (ESPECIALLY IN FOOD PRODUCTS) b) IN A RADIO COMMERCIAL :- WORDS, THREE Ps OF VOICE

c) IN A TV COMMERCIAL OR IN PERSONAL SELLING :- WORDS, VISUALS, COLOURS, THREE Ps OF VOICE, BODY LANGUAGE, ACTING, DRESS, APPEARANCE ETC.

*FOUR ASPECTS OF A MESSAGEMESSAGE SOURCE CREDIBILITY

CREDIBILTY OF THE COMPANY OR THE PERSON WHICH SAYS OR DELIVERS THE MESSAGE? COMPANY, SALESMAN, CELEBRITY.THE MESSAGE SOURCE SHOULD BE CREDIBLE. LIKEABLE (GRACEFUL), EXPERT, TRUSTWORTHY, GOOD COMMUNICATOR ETC. A DOCTOR LISTENS, HAS FAITH AND BUYS FROM CREDIBLE REPRESENTATIVE.

THE CUSTOMER SHOULD SHOW +VE ATTITUDE BOTH TOWARDS THE MESSAGE AND THE SOURCE FOR MESSAGE EFFECTIVENESS .

*PRINT PROMOTIONMUSTS OF A MESSAGE FOR A MESSAGE TO BE ACCEPTED,RETAINED, RECALLED AND BE EFFECTIVE, IT MUST;

1- FIVE SENSES, INVOLVE ATLEAST TWO SENSES. BE SEEN AND HEARD BY THE RECEIVER AT THE SAME TIME. 2- GET ATTENTION AND CREATE INTEREST VIA CREATIVITY AND CREDIBILITY OF THE SOURCE.

3- BE EASILY UNDERSTOOD AND MUST STIMULATE DESIRE TO HAVE THE PRODUCT.

4- CREATE A POSITIVE ATTITUDE AND MAKE THE CUSTOMER TO TAKE ACTION

PROBLEM RECOGNITION

STAGES IN CONSUMER BUYING PROCESS CONSUMER READINESS PROCESSPROBLEM RECOGNITION / NEED RECOGNITION

AWARENESS OF ALTERNATE PRODUCTS

INFORMATION SEARCH

COMPREHENSION , EVALUATION , CONVICTION

PURCHASE DECISION

POSTPURCHASE BEHAVIOURWHEN SATISFIEDWHEN UNSATISFIEDDISPOSES OF PRODUCT AFTER USE

PROBLEM RECOGNITIONA CONSUMER RECOGNISING A DIFFERENCE OF SUFFICIENT MAGNITUDE BETWEEN:IS LEVEL / ACTUAL STATE OF SATISFACTION BEING PROVIDED BY THE CURRENT PRODUCT AND SHOULD / DESIRED LEVEL OF SATISFACTION WANTED FROM THE NEW PRODUCTIS CALLED PROBLEM RECOGNITION

SHOULD / DESIRED LEVEL OF SATSFACTION WANTED FROM THE NEW PRODUCTGAP / PROBLEMIS / ACTUAL LEVEL OF SATISFACTION PROVIDED THE CURRENT PRODUCTPROBLEM)

THE BIGGER IS THE MAGNITUDE OF DIFFERENCE BETWEEN THE IS AND THE SHOULD LEVEL OF SATISFACTION, THE MORE WILL BE THE CONSUMER MOTIVATED TO PURCHASE THE NEW PRODUCT.PROBLEM RECOGNITION

FACTORS WHICH DETERMINE MOTIVATION TO SOLVE THE PROBLEMMAGNITUDE OF DIFFERENCE BETWEEN THE IS AND THE SHOULD LEVEL OF SATISFACTIONECONOMIC IMPORTANCE OF THE PROBLEM

HOW CONSUMER RECOGINZE THE PROBLEMFIVE WAYSINADEQUATE STOCK OF PRODUCT. MOST FREQUENT REASON e.g. CONSUMER RUNNING OUT OF STOCK OF GROCERY, PETROL HEALTH / GROOMING PRODUCTSDISSATISFACTION WITH THE EXISTING PRODUCT DUE TO ANY REASON e.g. JACKET BEING OLD STYLE / OUT OF FACTION. MAY CAUSE EMBARRASSMENT TO CONSUMER. BUYS A JACKET OF LATEST FASHION

HOW CONSUMER RECOGINZE THE PROBLEMCHANGES IN PERSONAL DEMOGRAPHICS AND ENVIRONMENTAL CIRCUMSTANCES: e.g. CHANGE IN: STAGE OF FLC CHANGE IN SOCIAL CLASSINFLUENCE OF REFERENCE GROUP CHANGE IN ENVIORNMENT CHANGES IN FINANCIAL STATUS. UPWARD / DOWNWARD. PROMOTIONAL ACTIVITIES BY COMPANIES OF A NEW PRODUCT

APPLICATION OF PROBLEM RECOGNITION IN MARKETINGTWO MARKETING APPLICATIONS OF CONSUMER PROBLEM RECOGNITION: MEASURES PURCHASE INTENTION. THE MAGNITUDE OF PROBLEM RECOGNITION OF A CONSUMER CAN BE MEASURED ON THE LIKERT SCALE

LIKERT SCALEDEGREE OF INTENTION TO BUY A PRODUCT TO SOLVE THE PROBLEMFIRM AND IMMEDIATE INTENTION TO BUY A SPECFIC BRAND POSITIVE INTENTION WITHOUT A DEFINITE BUYING PLAN (TIME, BRAND , QUANTITY, OUTLET etc)NETURAL INTENTION. MIGHT, MIGHT NOT BUYINTENTION TO BUY IS NOT DEFINITE FIRM INTENTION NOT TO BUY

APPLICATION OF PROBLEM RECOGNITION IN MARKETINGDECISION TO USE PROBLEM RECOGINTION PROMOTION. PROMOTION IS USED TO ACTIVATE PROBLEM RECOGINTION AMONG POTENTIAL CONSUMERS. FOCUS PROMOTION ON: CONSUMERS DESIRED STATE OF SATISFACTION TO BE ACHIEVED WITH A NEW PRODUCTACTUAL STATE OF SATISFACTION WITH THE EXISTING PRODUCT. SHOW DIFFERENCE OF SUFFICIENT MAGNITUDE

TYPES OF CONSUMER PROBLEM SOLVING APPROACHESBASED ON SIMPLICITY OR COMPLEXICITY OF A PRODUCT , THERE ARE FIVE TYPES OF CONSUMER PROBLEM SOLVING APPROACHES.ROUTINE PROBLEM SOLVING (RPS) / HABITUAL BUYING BEHAVIOUR BUYING A CERTAIN BRAND / STAPLE FOOD ITEM / SIMPLE PRODUCT ON ROUTINE AND FREQUENT BASIS. INVOLVES LITTLE / NO INFORMATION SEEKING. QUICK APPROACH. CONSUMERS ARE LOYAL TO A BRAND, AUTOMATIC AND HABITUAL BUYING. LOW INVOLVEMENT

VARIETY SEEKING BUYING BEHAVIOUR (VSBB) SIMPLE AND FREQUENTLY PURCHASED ITEMS WITH LOT OF VARIETY. LOW PRICE. LOW INVOLVEMENT.LIMITED PROBLEM SOLVING (LPS)THIS APPROACH IS FOLLOWED WHEN CONSUMERS BUY A NEW BRAND IN A FAMILIAR DURABLE PRODUCT CALSS / CATEGORY. MODERATE INVOLVEMNET TYPES OF CONSUMER PROBLEM SOLVING APPROACHES

EXTENSIVE PROBLEM SOLVING (EPS) / COMPLEX BUYING BEHAVIOUR. THIS APPROACH IS FOLLOWED WHEN CONSUMER BUYS A BRAND IN AN UNFAMILIAR PRODUCT CLASS / CATEGORY, A VERY COMPLEX / EXPENSIVE DURABLE PRODUCT WITH MANY DIFFERENCES. e.g. HOUSE, A CAR. SUBSTANTIAL AMOUNT OF INFORMATION, TIME AND EFFORTS ARE NEEDED.HIGH INVOLVEMENTDISSONANCE REDUCING BUYING BEHAVIOUR. AFTER PPURCHASE THE CONSUMER HAS DISCOMFORT ( DISSONANCE) WHEN HE HEARS POSITIVE REMARKS ABOUT OTHER BRANDS. SHOWN WHEN THE PRODUCT IS EXPENSIVE, RISKY, FEW BRAND DIFFERENCES etc THE BUYERS NEEDS ASSURANCE FROM THE SELLER TO REDUCE HIS DISCOMFORT TYPES OF CONSUMER PROBLEM SOLVING APPROACHES

MAJOR CHARACTERISTICS OF CONSUMER PROBLEM SOLVING APPROACHES

CHARACTERISTICRPS / HBBVSBBLPS EPS / CBB DRBBINVOLVEMENT LEVELLOWLOWMODERATEHIGHHIGHINFORMATION SEARCHMINMINMODERATEEXTENSIVEEXTEMSIVE

TYPES OF CONSUMER PURCHASE DECISIONSFIVE TYPES OF DECISIONS IN PURCHASE TO SOLVE THE PROBLEM WHAT TO BUY?DECIDE PRODUCT CLASS , BRAND WITH CERTAIN DESIRED Fs / Bs HOW MUCH TO BUY? QUANTITY WHEN TO BUY / TIME DECISION ? THIS DECISION IS INFLUENCED BY: URGENCY OF NEEDAVAILIBILITY OF CHOSEN ITEM CLEARENCE SALES (SITUATIONAL FACTOR)

TYPES OF CONSUMER PURCHASE DECISIONSWHERE TO BUY? STORE. NOT ALL STORES ARE ALIKE. STORE LOCATION, OUTLOOK, SERVICES OFFERED (FULL OR NARROW, FULL OR FEW PRODUCT LINES, PRICES, PHYSICAL ENVIRONMENT, SERVICES PERSONNNEL. TWO EXACTLY THE SAME BRANDS e.g. SAME BRAND OF AN AIR CONDITIONER. SOLD WITH HOME DILLVIERY, INSTALLATION, WARRANTY etc. BY A DEPARTMENTAL STORE.OR SOLD WITHOUT PSS BY A DISCOUNT STORE. LOW PRICEDECIDE SHOP SEARCH AND PAYMENT TERMS EXTENSIVE SERACH OR BUY FROM THE FIRST OUTLET MOP TOPMOD

SEARCH AND EVALUATION OF INFORMATION

INFORMATIONINFORMATION MEANS KNOWLEDGE ON PRODUCT, PRICE, STORE, AVAILABILITY. SEARCH CAN BE MENTAL AND PHYSICAL.

TYPES OF CONSUMER INFORMATION SEARCH ACTIVITIESPREPURCHASE OR ONGOING SEARCH ACTIVITIES. SEARCH ACTIVITIES CARRIED OUT INDEPENDENT OF INTENTION TO PURCHASE e.g.: A CONSUMER READING A MAGAGINE ON AUTOMOBILESINTERNAL SEARCH ACTIVITIES: RECALLING AND REVIEWING INFORMATION ALREADY STORED IN MEMORY WHICH MAY RELATE TO THE PURCHASE SITUATION e.g.: RECALLING A FRIENDS VE COMMENTS ON A COFFEE BRAND

TYPES OF CONSUMER INFORMATION SEARCH ACTIVITIESEXTERNAL SEARCH ACTIVITIES:SEARCHING INFORMATION FROM OUTSIDE SOURCES e.g.: ADS, FRIENDS, SALESPEOPLE, DISPLAYS, MAGAZINES etc

TYPES AND SOURCES OF INFORMATIONTYPES OF INFORMATION: INFORMATION ON AVAILABILITY OF VARIOUS ALTERNATE PRODUCTS / BRANDS AND SERVICESEVALUATION INFORMATION. TECHNICAL, Fs / BsOPERATIVE INFORMATION

TYPES AND SOURCES OF INFORMATIONSOURCES OF INFORMATION PERSONAL SOURCE. MOST EFFECTIVE SOURCE COMMERCIAL / COMPANY SOURCE. REP, ADS, PACKAGE. FREQUENT SOURCEPUBLICE SOURCE / NEUTRAL SOURCE. GOVT REPORTS, INDEPENDENT PUBLICATIONS, BOOKS, INTERNET etc

AMOUNT OF EXTERNAL INFORMATION SEARCH ACTIVITYDEPENDS UPON:MARKET CONDITIONSPRICE LEVELPRICE DIFFERENCE BETWEEN BRANDSIMPORTANCE OF PRODUCT STYLE SUBSTANTIAL DIFFERENCES BETWEEN ALTERNATE PRODUCTSNATURE OF PRODUCTS. SIMPLE / COMPLEX

STORE LOYALTYINDIVIDUAL FACTORSPERSONAL EXPERIENCE WITH A BRANDSOCIOECONOMIC CHARACTERISTIC OF THE BUYER: e.g. EDUCATION, INCOMEINVOLVEMENT LEVEL

AMOUNT OF EXTERNAL INFORMATION SEARCH ACTIVITY

SITUATIONAL FACTORS:URGENCY OF NEED / TIME AVAILABLE STORE CONDITION. CROWDED, NOTCROWDEDSPECIAL OCCASION TO BUY AT AN ATTRACTIVE PRICEEXTENT OF PERCEIVED RISK IN A NPTYPES OF RISKFUNCTIONAL / PERFORMANCE RISKFINANCIALPHYSICALSOCIALPSYCHOLOGICAL. THE PRODUCT DOES NOT FIT INTO THE PERSONALITY / SELF IMAGE OF A PERSONAMOUNT OF EXTERNAL INFORMATION SEARCH ACTIVITY

DEALING WITH PERCEIVED RISKHOW CONSUMERS REDUCE RISKBUYING A BRAND ENDORSED BY AN OPINION LEADER / EA / CELEBRITYBUYING A PERVIOUSLY PURCHASED BRANDBUYING A REPUTED BRANDBUYING A BRAND APPROVED BY A WELL KNOWN INSTITUTION A BRAND OFFERING MONEY-BACK GUARANTEEA BRAND APPROVED BY GOVERNMENTHIGH PRICE BRAND

EVALUATION PROCESS OF BRANDS IN A PRODUCT CLASSDECIDE EVALUATION CRITERIA IN TERMS OF Fs AND Bs WANTED BY THE CUSTOMERS. RATIONAL / EMOTIONAL MANY CRITERIA FOR HIGH INVOLVEMENT PRODUCTS (CSPs). LESS CRITERIA FOR STAPLE OR GROCERY PRODUCTS CRITERIA MAY BE OF DIFFERENT IMPORTANCE. MEANING FUL, BELIEVABLE, AFFORDABLE, DIFFERENT, SUSTAINABLE

EVALUATION PROCESS OF BRANDS IN A PRODUCT CLASSUSUALLY THERE ARE 1 - 2 DOMINANT OR CRITICAL CRITERIA EVALUATION CRITERIA MAY DIFFER FROM CONSUMER TO CONSUMEREVALUATION CRITERIA MAY CHANGE OVER TIME

TOTAL SET OF BRANDSRANGE OF BRANDS IN A PRODUCT-CLASS IS CALLED TOTAL SET OF BRANDS. CONSUMERS ARE NOT AWARE OF ALL THE BRANDS

CLASSIFICATION OF TOTAL SET OF BRANDSIN A PRODUCT-CLASSAWARENESS SET UNAWARENESS SET EVOKED SUB SET*INSERT SUB SETINEPET SUB SET* BRAND IS CHOSEN FROM THIS SUB SET

CLASSIFICATION OF TOTAL SET OF BRANDSIN A PRODUCT-CLASSEVOKED SUBSET: BRANDS EVALUATED POSITIVELY FOR PURCHASE AND CNSUMPTION. 1/3rd OF AWARENESS SET INSERT SUBSET : BRANDS EVALUATED NEITHER POSITIVELY NOR NEGATIVELY. NO DIFFERENTIAL ADVANTAGE OVER BRANDS IN EVOKED SUBSET THIS MAYBE DUE TO INSUFFICIENT INFORMATION ON THE INSERT BRANDS. 1/3rd OF AWARENESS SET.INEPT SUBSET: BRANDS REJECTED BY THE CONSUMER BECAUSE OF: PERSONAL UNPLEASANT EXPERIENCE -VE FEED BACK FROM OTHERS. SLIGHTLY LESS THAN 1/3rd AWARENESS SET

PURCHASE PROCESS

TYPES OF RETAILING STORE RETAILING 85% NON-STORE RETAILING 15%

CHOOSING THE STORENOT ALL STORES ARE ALIKE. SEVERAL FACTORS INFLUENCE CHOICE OF A STORE BY A CONSUMER: 7 GROUPS OF FACTORS:STORE LOCATION, SIZE AND ITS SURROUNDINGSCLOSE LOCATION FOR SURROUNDING POPULATION DRIVING TIME > THAN 20 MINUTES APPERRS TO BE A BARRIER FOR SHOPPERSSTORE SIZE AND TYPE SPECIALITY ,DEPARTMENTAL STORE, SUPER MARKET, DISCOUNT STORE, FACTORY OUTLET etcSTORES SURROUNDING. ATTRACTIVE, UNATTRACTIVE

CHOOSING THE STORESTORE DESIGN, FACILITIES AND PHYSICAL ENVIRONMENTEXTERNAL APPEARANCE INTERIOR APPEARANCE AND LAYOUTWIDTH OF AISLES RACKS AND TABLESELEVATORS LIGHTINGAIR CONDITIONINGWASHROOMSNOISE LEVELMUSIC CHILDRENS FACILITIES RESTAURANT

CHOOSING THE STOREMERCHANDISE-MIX AND PRICESNUMBER OF PRODUCT LINES. BREADTH. WIDE OR NARROWVARIETY / DEPTH WITHIN EACH PRODUCT LINEQUALITYPRICES. MSPS OR MPPSVISIBLE AND WELL DIRECTED LOCATION OF PRODUCT LINES

CHOOSING THE STOREADVERTISING AND CONSUMER SALES PROMOTIONINFORMATIVE ADVERTISING. Eg. NEW STORE OPENING, FEATURES AND BENEFITS OF THE STOREPERSUASIVE ADVERTISING.TO PATRONIZE THE STORE. TO INCREASE CUSTOMER TRAFFIC, PURCHASESREMINDER ADVERTISING.APPRECIATION OF CUSTOMERS BY THE STORE FOR PATRONIGINGSALES PROMOTION TOOLS.COUPONS, PRICE REDUCTION , DISCOUNT, GIFTS

CHOOSING THE STORESTORE PERSONNELLIKEABLE. GOOD OUTLOOK, GOOD COMMUNICATION, HELPFUL, FRIENDLY, COURTEOUS, CUSTOMER CARING, KNOWLEDGABLE. TRUSTWORTHY

CHOOSING THE STORECUSTOMER SERVICES-MIX OFFERED. THREE TYPES OF SERVICES: SERVICES WHICH INCREASE PRODUCT SATISFACTION. eg. PRODUCT INFORMATION SERVICES (EVALUATION AND OPERATIVE INFORMATION) GIFT WRAPPING, MERCHANDISE RETURN SERVICE, MOP, TOP INSTALLATION SERVICES

CHOOSING THE STORESERVICES WHICH INCREASE CONVENIENCE FOR THE CUSTOMER e.g. HOME DELIVERY, TELEPHONE ORDERING, PARKING, CONVENIENT AND LONGER SHOPPING HOURS, PRODUCT DISPLAYS SERVICES WHICH PROVIDE SPECIAL BENEFITS e.g. GIFT WRAPPING, RETURN POLICY, TRADE-IN FACILITY, COMPLAINT OFFICE, ENGRAVING FACILITYCLIENTELE ALIKE PERSONS ARE THE CUSTOMERS OF THE STORE. FIT BETWEEN CONSUMERS SELF-IMAGE AND THE STORE IMAGE.

BRAND LOYALTYWHAT IS IT? THE EXTENT TO WHICH A CONSUMER REPEATS PURCHASING OF A CERTAIN BRAND, DUE TO RATIONAL AND EMOTIONAL LIKING OF THE BRAND OR A STORE. THERE ARE THREE LEVELS OF BRAND LOLYATY. HIGH, MEDIUM AND LOW BRAND LOYALTY. DIFFICULT ACHIEVE BRAND LOYALTY DUE TO HYPER COMPETITION

BRAND LOYALTYBRAND / STORE LOYALTY DEPENDS UPON : PRODUCT PERFORMANCE PERCEIVED RISK ECONOMIC RISK IN CHANGING, PHYSICAL RISKPSYCHOSOCIAL RISK

BRAND LOYALTYTHREE LEVELS OF BRAND LOYALTYHIGH BRANDS LOYALTY. GLUED TO 1-2 BRAND OR STORES, ON RATIONAL AND EMOTIONAL BASIS MEDIUM BRAND / STORE LOYALTY. SWITCHING BETWEEN 3-5 BRANDS OR STORES ON RATIONAL BASIS LOW BRAND / STORE LOYALTY SWITCHING BETWEEN MANY BRANDS / STORES. NO RATIONAL OR EMOTION LIKING FOR A PARTICULAR BRAND OR STORE

BRAND LOYALTYBENEFITS OF BRAND LOYALTYREPURCHASE WOM PROMOTION EASY TO INTRODUCE A NEW PRODUCT BRAND EXTENSION LESS ATTENTION TO COMPETITORS BRANDS / STOREEASY TO INCRESE PRICERELATIONSHIP BUILDING

TYPES OF BUYINGPLANNED BUYING. BUYING PERDETRMIND PRODUCTS. 2/3RD UNPLANNED BUYING. IMPULSE BUYING1/3RD OF TOTAL PURCHASING. NEEDS DISPLAYS, ATTRACTIVE PACKAGE etc.

NONSTORE PURCHASING 15% OF TOTAL RETAIL PURCHASES ON THE FOOTPATH VENDING MACHINESPUSHCARTAT THE CUSTOMER HOMETELEMARKETINGDIRECT MARKETINGETC

POSTPURCHASE BEHAVIOUR

INTRODUCTION CONSUMER DECISIONS DO NOT END WITH PRODUCT PURCHASE BUT CONTINUE AS THE CONSUMER USES THE PRODUCT AND EVALUATES HIS EXPERIENCE AND PRODUCT PERFORMANCE

FOUR POST PURCHASE DECISIONSDECISION ON PRODUCT SET-UP / INSTALLATION AND USE OF A CONSUMER DURABLE PRODUCT. e.g. TV, A/Cs, MICROWAVE OVEN DEVELOP PRODUCT INSTRUCTIONS BOOKLET PROVIDE PRODUCT WARRANTY. PROMISE. PRODUCT / SERVICE IS FREE FROM DEFECTS AND WORKMANSHIP. PROBLEM WILL BE CORRECTED IF FAILURE OCCURS DURING THE WARRANTY PERIOD.

BENEFITS OF WARRANTYASSURANCE OF PRODUCT PERFORMANCE / QUALITYREDUCTION OF FINANCIAL RISKREDUCTION OF DISSONANCE (DOUBT).

FOUR POST PURCHASE DECISIONSDECISION ON PURCHASING RELATED PRODUCTS / OPTIONAL PRODUCTS / SERVICES. BUYER OF THE MAIN PRODUCT BECOMES A CANDIDATE FOR BUYING MANY RALATED PRODUCTS / ACCESSORY / OPTIONAL PRODUCTS OR SERVICES e.g. A CAMERA BUYER BUYS OPTIONAL LENSES, FILMS, FILTERS etc. MANY A TIME BIG PROFIT COMES FROM OPTIONAL / ACCESSORY PRODUCTS

FOUR POST PURCHASE DECISIONSPOST PURCHASE EVALUATION. CONSUMER SATISFACTION / DISSATISFACTION, POST PURCHASE DISSONANCE (DOUBT). WHAT IS CS? APP VS EPPLEVELS OF CS. JUST SATISFIEDHIGHLY SATISFIED / DELIGHTED, DIS-SATISFIED CUSTOMERS METHODS OF FINDING CSCOMPLAINT AND SUGGESTION SYSTEMCUSTOMER SURVEY METHOD GHOST / MYSTRY SHOPPING METHODCUSTOMER LOSS RATE AND INTERVIEW WITH EX- CUSTOMER

FOUR POST PURCHASE DECISIONS4.DISPOSAL OF THE PRODUCT THROW AWAY GIVE IT TO SOMEBODYTRADE-INSELL KEEP IT FOR NEW USERENT / LOAN IT

***OMER PURI