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Effective marketing requires insight into consumers’ mind. It ensures that the right
product are conceived, produced & offered to the right consumer in the right way.
What influence consumer behavior: - There are 3 factors that influence consumer
behavior:
3. Personal factors
-Age & stage in
1. Cultural factor the life cycle
- Culture 2. Social factors -Occupation &
- Sub culture -Reference group Economic
- Social life -Family circumstances
-Roles & Statuses -Personality & self
concept
-Lifestyle & values
A person participates in many groups – Family, clubs, orgn. etc. The persons’
position in each group can be defined in terms pf roles & sta tus .
ROLES: A role consists of the activities a person is expected to perform.
STATUS: Each role carries a status.
People choose product that reflect & communicate their roles & actual status in the
society. For ex.-
Motivation : A motive is a need that is sufficient pressing to drive the person to act.
Three of the best known theories of human motivation: -
• FREUD’S Theory: - Sigmund Freud assumed that the psychological shaping people’s
behavior is largely unconscious and that a person can’t fully understand his or her
own motivation. A technique is called ‘laddering’ can be used to trace a person’s
motivation from the stated instrumental ones to the more terminal ones. Then the
marketer can decide at what level to develop the message & appeal.
• MASLOW’S ’Theory: - Abraham Maslow sought to explain ‘why people are driven
by particular need at particular time. Why does one person spend considerable time
& energy on personal safety?’ This theory helps marketers understand how various
products fit into the plans, goals & lives of consumers.
• HERZBERG’S Theory: - Fredrick Herzberg develop a two factor theory that tell between
‘Dissatisfiers’ (factor that cause dissatisfaction) & ‘Satisfier’ (factor that cause satisfaction).
The absence of ‘Dissatisfiers’ is not enough; ‘Satisfier’ must be present to motivate a
purchase. Ex.-
This theory has two implications. First, seller should do their best to avoid dissatisfiers &
Second, the sellers should identify the major satisfier or motivator of purchase in the market &
supply them.
Perce ption : A motivated person is ready to act. Perception is the process by which
individual selects, organizes & interprets information inputs to create a meaningful
picture of the world. Perception not only depends on the physical stimuli but also on
the stimuli’s relation to the surrounding field and on conditions within the individuals.
In marketing, perceptions are more imp. than the reality. It will affect consumer’s
actual behavior. It has three process :
• Selective attention : It means that marketer have to work hard to attract the
consumer’s notice. People like following types of stimuli :
1. That relate to a current need (Which thing want to buy that ad’s attract
consumer.)
2. That they anticipate (Radios in the computer stores.)
3. Whose deviation are large in the relation to the normal size of stimuli (5 Rs. off
or 100 Rs. off)
• Selective distortion : It is the tendency to interpret inf. in a way that will fit our
preconceptions. It can work to the advantage of marketers with strong brand
when consumers distort neutral brand inf. to the it more positive.
• Selective retention : People will fail to register much inf. to which they are
exposed in memory but will tend to retain inf. that supports their attitudes &
beliefs Because of selective retention. It means we are like to remember goods
points about a product which we like & forgot good points about the competitors.
Consumer
Psychology
Purchase decision
-Product choice
-Brand choice
-Dealer choice
-Purchase amt.
-Purchase
timing
-Payment method
Learning theory teaches marketer that they can build demand for a product by
using motivating cues & providing +ve reinforcement.
Problem re cognition : The buying process starts from the problem recognition.
The can be triggered by the internal or external stimuli. For ex. –
• Bel iefs & atti tudes : Through experience & learning, people acquire beliefs &
attitudes. These influence buying behavior. A belief is a thought that a person
hold about something. And an attitude is person’s enduring favorable or
nonfavorable evaluation, emotion feeling, Action tendency towards some action &
idea.
• Expe ctan cy value m ode l : Which brand consumer like he expect that the
satisfaction of that particular brand which he/she like. for ex. –
Pur chase decision : In the decision making to purchase a product from market
the consumer has five sub-decision : Brand. Dealer, Quantity, Timing & payment
method.
Purchase
decision
Attitudes Unanticipated
of others situational factor
Purchase
intention
Evaluation of
alternatives
Postpurchase behavior : After the purchase the consumer might experience about the
marketing strategies. Marketing communication should supply beliefs & evaluations that
support the consumer’s choice & help him or her feel good about the brand.
• Postpurchase satisfaction : Satisfaction is a function of the closeness between
expectation & the product performance.
• Postpurchase action : It depends on the consumer’s satisfaction. If he/she
• Postpurchase use & disposal : marketers should also monitor how buyers use &
dispose of the product.
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