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7.individual Differences
7.individual Differences
Consumer Resources
Cognitive
Temporal
Economic
Economic Resources
Income
Disposable Income
GDP
Whose income?
Consumer Confidence
Time prices
Declarative
Procedural
Declarative knowledge
Episodic Semantic
(General
(When did you
knowledge that
last buy?)
is useful to all)
Procedural Knowledge
Where to buy?
When to buy?
Usage Knowledge
What is it for?
How to use?
Usage Knowledge
Consumers without
usage knowledge
may be reluctant to
buy or use the
product.
Inadequate usage
What is it for? How to use?
knowledge may
lead to consumer
dissatisfaction
because of
improper usage or
consumption
Price Knowledge
Objective
Subjective
Both these measures are important for the marketer to determine what additional
inputs to be provided for the consumer to facilitate decision making.
Attitudes
Feelings Beliefs
Attitudes
Behavioural
Intention
Behaviour
Attitudes Are At Three Levels
Attitudes can
vary along Not all attitudes
dimensions. Attitudes can Attitudes can Attitudes can are held with
This is called differ in their also differ in also have the same
valence. It can extremity. their resistance. persistence. degree of
be +ve, -ve or confidence.
neutral.
The Affective Component Of Attitude
Fish- Ideal
bien Point
Model Model
Fishbien Model
i=n
A = Wi | Ii Xi |
i=0
Where, A = attitude towards brand
Wi = importance of attribute i
Ii = the ideal performance on attribute i
Xi = belief about brands actual performance
on attribute i
n = no. of salient attributes
Motivation
A person can be said to be motivated
when his/her system is energised
(aroused) , made active, and behaviour is
directed towards a certain goal.
Dynamics of The Motivation Process
Real self
Ideal self
Self in context
Extended self
Self Expression
Self-
Transcedence
monitoring
Self gift-
Fantasy
giving
Transcedence
Be prepared Exercise
Be alert to
to provide caution
Interpret the
socially when
research possibility of
acceptable marketing
with caution motivational
reasons for cross-
conflict
choice culturally
Personality
Consistent responses to environmental stimuli
3 Approaches to Studying Personality
Psychonalytic Theory
Soco-psychological Theory
Trait Factor theory
Psychoanalytical theory
This is the dynamic interaction of the elements
of the human personality system-id, ego and
superego, results in unconscious
motivationsthat are manifested in human
behaviour
Socio-Psychological Theory
Personal Normal
behaviour for an individual
Social Normal
behaviour of society
A lot of our personal values can get impacted by social values.