Are You Ready?

Brief Write-up of Case Preeti Meets Venkat Through Shaadi.com in the booklet only Practical Notebook - Specify about the consumer profile of the target consumer

RECAP
CONSUMER DECISION MAKING PROCESS MASLOWS NEED HIERARCHY THEORY

LEARNING OBJECTIVES
To understand the consumer decision making process To explore the psychological processes involved in consumer decision making

Consumer Attitudes Focus on Objects

Individuals Products

Ads

Brands

Attitudes Toward:
Media Companies

Retailers

Organizations

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CASE
What beliefs did Venkat and Preethi hold regarding online matrimonial portals? What was their attitude towards Shaadi.com? Why?

Ways to Change Attitudes

Change beliefs about an important attribute

Change perceptions of the value of an attribute Add a new attribute to the attitude formation mix Change perceptions or beliefs about a competing brand
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Adding Attributes Changes Attitudes

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Purchase Decision and Evaluation

Preevaluation Integration processes Decision Post evaluation

Purchase intention

Satisfaction

Heuristics Affect referral decision rule

Brand loyalty

Dissatisfaction Cognitive dissonance

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

How Consumers Learn

Thinking

Conditioning

Modeling

Intellectual evaluation comparing attributes with values

Based on conditioning through association or reinforcement

Based on emulation (copying) of respected examples

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Classical Conditioning Process

Unconditioned stimulus
(grapes)

(fresh and moist)

Unconditioned response

Association develops through contiguity and repetition

Conditioned stimulus
(Lancme moisturizer)

(fresh and moist)

Conditioned response

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Classical Conditioning for Cosmetics

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Instrumental Conditioning Process

Behavior (consumer uses product or service)

Positive or negative consequences occur (reward or punishment)

Increase or decrease in probability of repeat behavior (purchase)

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Schedule of Reinforcement
Continuous Intermittent

CASE
What communication factors seem to be reinforcing purchase decision? Do you think consumers would experience cognitive dissonance after subscribing to Shaadi.com? Visit Shaadi.coms website and identify ways in which it may be trying to alleviate any possibility of cognitive dissonance

Cognitive Learning Process

Goal

Purposive behavior

Insight

Goal achievement
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

External Influences on Consumer Behavior

Culture

Subculture

Social class Reference groups

Situational determinants

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CASE
Based on the case, identify the various cultural and social factors that influence the decision of matchmaking through online matrimonial portals.

Hometask
WRITEUP OF CASE ON RELIANCE BAKING SODA IN CASE READING BOOKLET ONLY