Upload
kishore-kumar
View
215
Download
0
Embed Size (px)
Citation preview
8/7/2019 CB AND HOW AD WORKS
1/31
Consumer Behavior& IMCConsumer Behavior& IMC
8/7/2019 CB AND HOW AD WORKS
2/31
Information Search Perception
Postpurchase Evaluation Learning
Purchase Decision Integration
Alternative Evaluation Attitude Formation
Problem Recognition Motivation
Purchase Decision Integration
Consumer Decision Making
Decision StageDecision Stage Psychological ProcessPsychological Process
Alternative Evaluation Attitude Formation
Information Search Perception
Problem Recognition Motivation
8/7/2019 CB AND HOW AD WORKS
3/31
Motivation factors that compel a consumer to take aparticular actionPerception the process by which consumers receives,selects, organizes, and interprets information to createa meaningful picture of the worldAttitude formation overall feeling toward or anevaluation of an objectIntegration the way product knowledge, meanings,and beliefs are combined to evaluate two or morealternativesLearning process by which individuals acquire thepurchase and consumption knowledge they apply tofuture related behavior
8/7/2019 CB AND HOW AD WORKS
4/31
O ut of Stock
1. Sources of Problem Recognition
Dissatisfaction New Needsor Wants
Related ProductPurchase
Market-InducedRecognition
NewProducts
8/7/2019 CB AND HOW AD WORKS
5/31
Market Induced Problem Recognition
8/7/2019 CB AND HOW AD WORKS
6/31
New products
8/7/2019 CB AND HOW AD WORKS
7/31
Motives : which are factors thatcompel a consumer to take aparticular actionBetter understood by MaslowsTheory
8/7/2019 CB AND HOW AD WORKS
8/31
Safety needs (security, protection)
Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition,
status)
Self-actualization needs (self-development, realization)
Physiological needs (hunger, thirst)
Maslows Hierarchy of Needs
Safety needs (security, protection)
Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition,
status)
Physiological needs (hunger, thirst)
8/7/2019 CB AND HOW AD WORKS
9/31
O bservations :Lower-level needs are an ongoing source of motivation for consumer purchase behaviorIt is unlikely people move through the needshierarchy in a stair step manner
lower level needs are met in most developedcountries, marketers often sell products thatfill basic physiological needs by appealing toconsumers higher level needsAdvertising : used to show how a brand canfulfill these needs
8/7/2019 CB AND HOW AD WORKS
10/31
8/7/2019 CB AND HOW AD WORKS
11/31
What need is this ad associatedwithWhat does the brand say
Social Need / Security need :Nurturance, Love and Belonging
8/7/2019 CB AND HOW AD WORKS
12/31
Motivation Research
8/7/2019 CB AND HOW AD WORKS
13/31
How do we probe a consumers
mind?
In-depth interviews unstructuredinterviews where the participant is
encouraged to speak freely. Designed to obtain insights into motives,
ideas, and opinions.
Projective techniques projectinginternal states upon external objects. Designed to gain insights into values,
motives, attitude, or needs.
8/7/2019 CB AND HOW AD WORKS
14/31
Association tests participant isasked to respond to the first thingthat comes to mind when they arepresented with a stimulus (picture,word)
Focus groups small groupsbrought together to discussparticular products, ideas, or
issues.
8/7/2019 CB AND HOW AD WORKS
15/31
2 . Information Search
PersonalSources
8/7/2019 CB AND HOW AD WORKS
16/31
P erception is the process bywhich individuals receives, selects,organizes, and interpretsinformation to create a meaningfulpicture of the world.
Does Selectivity occur here ?
8/7/2019 CB AND HOW AD WORKS
17/31
Selective exposure
Selective attention
Selective comprehension
Selective retention
8/7/2019 CB AND HOW AD WORKS
18/31
Selective exposure occurs as consumerschoose whether to make themselves availableto informationSelective attention occurs when theconsumer chooses whether to focus attention
on certain stimuli while excluding others.Selective comprehension occurs whenconsumers interpret information on the basisof their own attitudes, beliefs, motives, andexperiences.Selective retention occurs as consumerscannot recall all of the information theyreceive but may choose to retain informationof particular relevance
8/7/2019 CB AND HOW AD WORKS
19/31
8/7/2019 CB AND HOW AD WORKS
20/31
Evaluation of Alternatives
A ll available brands
Brand A Brand B Brand C Brand D Brand E
Brand F Brand G Brand H Brand I Brand J
Brand K Brand L Brand M Brand N Brand O
Evoked Set of Brands
Brand B Brand E
Brand I
Brand M
Brand F
8/7/2019 CB AND HOW AD WORKS
21/31
O bjectiveO bjective
Two Forms of Evaluative Criteria
Evaluative Criteria
Price
WarrantyService
Style
Appearance
Image
Subjective
Differentiation Factor
8/7/2019 CB AND HOW AD WORKS
22/31
Different Perspectives: Marketers View
Enoughpower?
Tractionokay?
Toopricy?
Product is seenas a bundle of attributes orcharacteristics.
8/7/2019 CB AND HOW AD WORKS
23/31
P roduct Is Seen A sP roduct Is Seen A sA Set of OutcomesA Set of OutcomesFunctionalFunctional
Different Perspectives: Consumers View
How does it cutthe taller grass?
How close can Iget to the
shrubs?
Will the neighbors
be impressed withmy lawn?
Is it going to be asfun to use later this
summer?
Will I enjoy havingmore time for golf?
Will it pullthat
little trailer Isaw at the
store?
Psychological
8/7/2019 CB AND HOW AD WORKS
24/31
Ways to Change Attitudes
Change Beliefs on an importantattributeChange the value of an attributeAdd an another attribute
8/7/2019 CB AND HOW AD WORKS
25/31
Adding Attributes Changes Attitudes
8/7/2019 CB AND HOW AD WORKS
26/31
Cell Phone : Features
Nutrition drink : More benefits
8/7/2019 CB AND HOW AD WORKS
27/31
Classical Conditioning for Cosmetics
8/7/2019 CB AND HOW AD WORKS
28/31
U nconditionedstimulus(waterfall)
Conditionedstimulus(Brita water
filtration pitcher)
U nconditionedresponse
(freshness, purity)
U nconditionedstimulus(waterfall)
Conditionedstimulus(Brita water
filtration pitcher)
U nconditionedresponse
(freshness, purity)
Classical Conditioning Process
Conditionedresponse
(freshness, purity)
8/7/2019 CB AND HOW AD WORKS
29/31
8/7/2019 CB AND HOW AD WORKS
30/31
Culture
Subculture
Social class
Referencegroups
Situations
Culture
Subculture
Social class
Referencegroups
External Influences on Consumers
8/7/2019 CB AND HOW AD WORKS
31/31