Professional Documents
Culture Documents
Consumer Behaviour
Consumer Behaviour
Sanjeev Varshney
Exercise
Each one of you write a story around a recent purchase you have made. The story should have:
A beginning Body Ending What influenced you etc etc. Time : 5 min
Note: Please bring this story everyday with you for next two classes
Shopping Good/Services
Convenience Goods/Services
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Need Recognition
Present Status
Preferred State
Marketing helps consumers recognize an imbalance between present status and preferred state.
Need Recognition
Functional needs
Psychological needs
Information Search
Number of Alternatives
Internal Only
One
Mostly Internal
Few
Stimulus
Stimulus
Any unit of input affecting one or more of the five senses: sight smell taste touch hearing
Perceived Benefits
Perceived Costs
Discussion question What is the difference in search time between the following: A wedding gift for a) coworker, b) your brother, c) your best friend?
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Universal Set
Retrieval Set
Evoked Set
Choice
Performance risk
Psychological risk
Discussion question What are some of the features of a vacation that would be in your evaluative criteria?
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?
Product Presentation
Price
Brand
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Customer contact Encourage feedback Provide money back guarantee Build realistic expectations Demonstrate correct product use
Cognitive Dissonance
Cognitive Dissonance
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.
Postpurchase: Dissonance
Firms attempt to reduce dissonance by reinforcing the decision Thank you letters, congratulations letters, quality ratings
Situational Factors
Psychological Factors
Socio-Cultural Factors
Social Factors
Reference group Family Opinion Leaders
Cultural Factors
Components of Culture
Values
Language
Myths Customs Rituals Laws Material artifacts
Subculture
Subculture A homogeneous group of people who share elements of the overall culture as well as cultural elements unique to their own group.
Social Class
Social Class
A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.
Social Influences
Reference Groups
Opinion Leaders
Family Members
Do reference groups exist on Social Media and if Yes, what role do they play?
Opinion Leaders
are the first to try new products and services out of pure curiosity. can be challenging to locate. Marketers are increasingly using blogs, social networking, and other online media to determine and attract opinion leaders.
How will you identify Opinion Leaders on Social Media (Twitter, Facebook) ?
Opinion Leaders
Opinion Leaders: Greater Involvement with the product Enhanced knowledge and experience with the product category Function primarily through interpersonal communication & observation More gregarious than others Expertise & Sociability Market Mavens
Decision makers
Influencers
Empty Nest II
Single Old
Family
Purchase Process Roles in the Family
Initiators
Influencers
Decision Makers Purchasers Consumers
Individual Influences
Gender
Exercise
How does a tattoo affect ones selfconcept and become part of ones extended self? Will one or multiple visible tattoos become the norm for younger consumers over the next 10 years?
Extended Self
Self + Possessions
Think of products that explain your self. Identify one single product in your possession which you feel contribute to yours self concept and has become part of your extended self.
Life Style
How a Person Lives or how one enacts his or her self concept Determined by:
Past experiences Innate experiences Current situation
Measurement of Lifestyle
Lifestyle Studies
Can be used as a general measure, but most commonly used to measure a specific product or activity.
Attitudes Values Activities and Interests General lifestyles can be used to discover new Demographics product opportunities. Media Patterns Specific lifestyle analysis Usage Rates may help reposition existing brands.
Psychological Factors
Perception
Consumer notices certain stimuli and ignores others Consumer changes or distorts information that conflicts with feelings or beliefs Consumer remembers only that information that supports personal beliefs
Motivation
Maslows Hierarchy of Needs
A method of classifying human needs and motivations into five categories in ascending order of importance.
Story should have a Beginning, Body and An End Also describe the characters in your story.
Types of Learning
An experience changes behavior
Experiential
Conceptual
Exercise
Read these wordsTime: 15 sec Sholay Zanjeer Agnipath Baghban Paa Viruddh Deewar Abhimaan Mard Cheene kam Now try to recall these words: Time: 20 sec
Increasing Retrieval
Avoid competing Advertising Strengthen Initial Learning Reduce Similarity to Competing Ads Provide External Retrieval Cues Spacing
Memory
Sensory Meaning Semantic Meaning (symbolic associations) Episodic Memories Schematic Memory
Sensory Memory Short Term Memory Long Term Memory
Attention
Elaborative Rehearsal
Schematic Memory
Belief
Attitude
Situational Factors
Purchase Situation
When and Where
Usage Situation
How
Disposition Situation
What now
2.
Social surroundings
considers examples like other persons present, their characteristics, their apparent roles, and interpersonal interactions occurring.
3.
4.
Temporal perspective
Task definition
may be specified in units ranging from time of day to seasons of the year.
includes an intent or requirement to select, shop for, or obtain information about a general or specific purchase.
5.
Antecedent states
momentary conditions