Professional Documents
Culture Documents
Advertising: Mrs Gopika Kumar
Advertising: Mrs Gopika Kumar
Advertising: Mrs Gopika Kumar
Alternatives evaluation
Purchase
Factors
Internal External
Lifestyle
Life cycle
Perception
Learning
Attitude formation
Internal Factors
Motivation
What is motivation?
Motivation is the Driving Force within individuals that
impels them to action.
B e h a v i o r Tension Reduction
Needs: Maslows Hierarchy of Needs Model
Internal Factors
Perception
Meaning
Perception is defined as the Stimulus
process by which an
individual
gathers,processes and Exposure
interprets information from Attention
the environment. Interpretation
Memory
Action
Internal Factors
Perception
Perception Levels
Selective Attention
Selective Distortion
Selective Retention
Internal Factors
Learning
Meaning
A Process by which individuals acquire the purchase
and consumption knowledge and experience that they
apply to future related behavior.
Internal Factors
Motivation
Cues
Response
Reinforcement
Internal Factors
Attitude
Meaning
An Attitude is a learned predisposition to behave in a
consistently favorable or unfavorable way with respect
to a given object.
Internal Factors
Attitude Formation
Attitude Formation
Personal Experience
Groups
Direct Marketing
Mass Media
Internet
ATTITUDE FORMATION
Factors
External Influencing
Factors Buyer
Behavior
1.Social Factors
Reference Groups
Family
Reference Groups
A reference group is any person or group that serves
as a point of comparison(or reference) for an individual
in forming either general or specific beliefs,attitudes
and behavior.
Celebrities
Others Expert
Trade or Spoke
Characters Common Man
Executive
& Employee
Spokesperson
External Factors
Family
Family
Two or more persons related by blood,
marriage or adoption who reside together.
External Factors
Subcultures
Social Classes
External Factors
Culture
Sum total of learned
beliefs, values and
Accumulated Feelings and
customs priorities that individuals have
that serve to direct the about things and possessions
consumer behavior of
members of a particular Usual and Acceptable ways
society. of behaving
Cross Cultural Consumer
Behavior
Indian cultural Values and their Implications
Cultural Value Meaning
Individualism/Collectivism Materialism
Romanticism Hard work/Leisure
Adult/Child Cleanliness
Competition Tradition
Social Class
Meaning
A Range of social positions on which each member of
the society can be placed and differ from one another in
their status, wealth, education, possessions, values,
beliefs and attitudes etc.
Status refers to the relative rankings of members of each
social class in terms of specific status factors of wealth,power
and prestige.
External Factors
Factors
Internal External
Problem
Recognition
Information
Search
Evaluation of Alternatives
Purchase
Decision
Post Purchase
Behavior
Consumer Decision Making
Model
Input
External Factors like Marketing Mix & Socio cultural influences
Process
1. Need Recognition
(Problem Recognition)
2. Prepurchase Search
(Information Search)
Internal Memory External sources
Past Experience Internet/MassMedia/Reading
Shopping knowledge
3. Evaluation of Alternatives
Process
Evaluation of Alternatives
Choice Set
Decision
Process
Evaluation of Alternatives
Evaluation of alternatives is done on the basis of attributes.
Selection of alternative ,one must remember:-
What evaluative criteria is used?
What is the importance of the criteria?
Methods for determining evaluative criteria:-
Price 5 Price 5
1.Price 5 7 4
2.Brand Name 7 6 8
3.Quality 8 7 8
Output
Purchase Intention
Attitudes of Unanticipated
Others Situational Factors
Purchase Decision
Output
consumption
Satisfaction Dissatisfaction
•Repeat Purchase •Fewer Purchase/No Purchase
•Brand Loyalty •Complaints
•Positive Publicity •Negative Publicity
Buying Roles
Five Distinguished Roles:
Initiator
Influencer
Decider
Buyer
User
Buying Behavior
High Involvement Low Involvement
Significant
Differences Complex Buying Variety Seeking
Between Brands Behavior Buying Behavior
Few Dissonance
Differences
Habitual Buying
Reducing
Between Brands Behavior
Buying Behavior
Assignment
Locate Advertisements concerning:
Informative, Reinforcement, Reminder advertising
Influence on Target consumers shown through:
Culture
Social Class
Family