Group-9

Divya nalli 30015

Meka Amarnath 30024

Sujitha Nuthi 30046

Vikram Souram 30050

Challa Thejaswi 30070

Ch.Mukesh Reddy 30086

Pantagolusula Ramesh 30091

ADS ON INTERNAL INFLUENCES

SITUATIONS

Problem

Recognition

Information

Search

Alternative Evaluation

and Selection

Outlet Selection

and Purchases

Postpurchase

Processes

SITUATIONS

EXTERNAL INFLUENCES

Culture

Subculture

Demographics

Social Status

Reference Groups

Family

Marketing Activities

INTERNAL INFLUENCES

Perception

Learning

Memory

Motives

Personality

Emotions

Attitudes

SELF-CONCEPT

and

LIFESTYLE

Needs

Desires

Experiences and Acquisitions

Experiences and Acquisitions

MODEL OF CONSUMER BEHAVIOR

PERCEPTION

• Process by which people select, organize, and

interpret information

• Exposure: stimulus must be within sensory

receptors to be noticed

• Perceptual Selection: consumers will pay attention

to some stimuli and not to others

• Interpretation: consumers assign meaning to

stimuli

CHANGING CONSUMERS PERCEPTIONS ON

OCCASION OF USE OF BRAND

• Kuch MeethaS Ho Jaye

CHANGING CONSUMERS PERCEPTIONS ON

OCCASION OF USE OF BRAND

• http://www.youtube.com/watch?v=2Dp9oA3zjzg

• http://www.youtube.com/watch?v=PH_f6qiH-Xc

CHANGING PERCEPTIONS OR BELIEFS FOR A

COMPETING BRAND

• https://www.youtube.com/watch?v=UbqXjfak-Bs

CHANGING PERCEPTIONS OR BELIEFS FOR A

COMPETING BRAND

PERSONALITY

PERSONALITY

All the internal traits and behaviours that make a person unique

TRAIT MANIFESTATION PRODUCT / SERVICE

Extroversion Prefer to be with others, talkative, bold,

outgoing

Airline tickets, beer

Stability level From even tempered to and moody and

temperamental

Time share vacation home, fast

sports car

Agreeableness Kind, sympathetic, polite Products that give money to

charity

Openness to Experience Imaginative, creative, open to new ideas Art

Conscientiousness Careful, precise, organized Washing machine

The Five Factor Model Approach to personality identifies five core traits and how they

manifest into behavior.

• Consumer Ethnocentrism: Reflects an individual difference in

consumer’s propensity to be biased against the purchase of foreign products

Need for uniqueness:

Consumers' need for uniqueness is defined as an individual’s pursuit of differentness relative to

others

A

L

L

E

N

S

O

L

L

Y

M

Y

W

O

R

L

D

M

Y

W

A

Y

BRAND PERSONALITY

• Brand Personality is the set of human characteristics

associated with a brand.

• E.g.: IBM is ‘older’,while Apple is ‘younger’

• Greater the congruity between the brand traits and the

human traits, greater will be preference for the brand.

SINCERITY

SOPHISTICATION

RUGGEDNESS

https://www.youtube.com/watch?v=6LPsKLNHUnU

EXCITEMENT

https://www.youtube.com/watch?v=8l9Ftn5CG24

COMPETENCE

Motivation is the driving force among individual consumers that impel them to action.

Motivation may be defined as psychological forces that determine the direction of

person’s behaviour, a person’s level of effort, and a person’s level of persistence in

the face of obstacles.

Motivation is the process that account for an individual intensity, direction, and

persistence of effort towards attaining a goal.

Maslow’s Motive Hierarchy

Self

Actualization

Esteem

Belongingness

Safety

PhysiologicalWheat, Rice, Water,

Medicines, etc.

Insurance, Retirement investment,

seat belts, sunscreen lotion, etc.

Personal grooming, entertainment,

Clothing, etc.

Furniture, Liquor, Hobbies, Cars,

Mobiles, etc.

Education, Vacation, etc.

PHYSIOLOGICAL

SAFETY

BELONGINGNESS

ESTEEM

SELF-ACTUALIZATION

Havels:

https://www.youtube.com/watch?v=H8Y5VN21fR8&spfreload=10

Audi A8: https://www.youtube.com/watch?v=TDSuR1o5j6E

LEARNING

• Learning is any change in the content or organisation of long-term memory

• Consumer behaviour is largely learned behaviour.

• High involvement learning

• Customer is Motivated to process or learn

• Ex- Laptop

• Low Involvement learning

• Little or no Motivation to process or learn

• Ex- TVC

HIGH INVOLVEMENT LEARNING

LOW INVOLVEMENT LEARNING

CLASSISCAL Conditioning

• Advertisements use classical conditioning in order to make connections

between a brand and some sort of positive emotion.

• Axe ad

OPERANT CONDITIONING

• change consumer’s behaviour by using rewards

• Ex- Insurance company

COGNITIVE LEARNING

• In cognitive learning, the individual learns by watching, reading

or experiencing some stimuli. This information is processed by

the brain and later recalled

• Range from very simple information acquisition to complex,

creative problem solving

• Three types of cognitive learning

ICONIC ROTE LEARNING

• Link between brand name and key benefits

• Key is repetition

• Similar to classical conditioning but do not try to stimulate a

direct affective response

• https://www.youtube.com/watch?v=O-

CIzogOaD8&spfreload=10

VICARIOUS LEARNING

• Also called as modeling or

observational learning

• Observe others behaviour and

adjust the own accordingly

• Ex-New suit

ANALYTICAL REASONING

• Individuals engage in creative

thinking to restructure and

recombine existing information as

well as new information to form

new associations and concepts

STIMULUS DISCRIMINATION

• It refers to the process of learning to respond differently to similar but

distinct stimuli

• Consumers perceive brands as possessing unique and important features

compared with other brands

• http://www.youtube.com/watch?v=ie4NyeN0xBg (Tata Salt)

STIMULUS GENERALIZATION

• It occurs when a response to one stimulus is elicited by a similar but

distinct stimulus

MEMORY

• Memory is the total accumulation of learning experiences

• Consumer's ability to understand the marketing

messages and assign them value and meaning.

• Largely determined by internal factors, which are

different for each consumer.

ADS MEMORIES

Ads bring back memories

Nostalgia (Vespsa, Fiat 500 etc)

Everyday happenings (Vim, Menthos)

A memorable event or a surprising or novel event.(Aircel

advertisement during floods)

Fiat 500 produced between 1957 and

1975

Fiat Nuova 500.

MEMORIES N PRODUCT PLACEMENT

PRODUCTS CREATING MEMORIES

• Amusement parks

• Tours and Travels

• Adventure Sports

ADS N TOP OF THE MIND RECALL

• Symbols

• Colors

• Logos

• Jingles

• Associations

ASSOCIATIONS

ADS N TOP OF THE MIND RECALL

Effective advertising is that

• Which is personally meaningful, culturally relevant and

which creates a subjective feeling of warmth and positive

affect.

• Ads which are ingenuous, meaningful and worth

remembering, energetic and lively, warm and sensitive as

well as it does not “rub the wrong way” are most likeable.

• Advertising must arouse some emotion in order to be effective:

• Triggering meaningful emotional responses is key in branding as

consumers decision-making processes around brands have a

heavy emotion-based dimension to them

FAILED ADS OR WHICH RUBBED THE OTHER WAY

• Cadbury Kashmir Antonio Federici Ice Cream

PRANKVERTISING

• Prankvertising is the fact of entraping or surprising

unsuspecting consumers by a prank, hidden camera or

spectacular stunt. The video shootage is then used as

a commercial or viral video.

ATTITUDE

• An attitude is an enduring organization of motivational, emotional,

perceptual and cognitive processes with respect to some aspect of

our environment.

• Attitude is the way, we think feel and act towards some aspect of our

environment

Importance of attitudes

1) They guide our thoughts ( Cognitive function )

2) They influence our feelings ( affective function )

3) They affect our behavior ( conative function )

ATTITUDE COMPONENT CONSISTENCY

ATTITUDE CHANGE STRATEGIES

1. CHANGE THE COGNITIVE COMPONENT

a. Change beliefs – radio shack to ‘the shack’

b. Shift importance- GM, narratives of drivers (instant comm.)

c. Add beliefs- California pomegranate council

d. Change ideal- minimal packing non pollutants,

2. CHANGE THE AFFECTIVE COMPONENT

a. Classical conditioning –

b. Mere exposure- large number of occasions

3. CHANGE THE BEHAVIORAL COMPONENT

a. ex: when a cool drink offered to you by a friend

b. Coupons, free samples, pop displays for trail behavior.

c. Effective distribution is necessary

COMMUNICATION TECHNIQUES THAT

INFLUENCE ATTITUDE FORMATION AND CHANGE

1. Source credibility – American Heart association and Subway

2. Celebrity sources

3. Sponsorship

4. Fear appeals

5. Humorous appeals

6. Comparative ads 7. Emotional appeals

EMOTIONS

• Titan Ad

• Bru Instant

• Tanishq Ad

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