21.01.

2016

a
peek
into
consumer
behaviour

MENTAL DECISION PROCESS & PHYSICAL ACTIVITY - THAT

CONSUMERS DISPLAY IN SEARCHING, EVALUATING, SELECTING,
ACQUIRING, USING OR DISPOSING OF GOODS & SERVICES

BEFORE, DURING AND AFTER PURCHASE EVALUATIONS AND

ACTIONS AND INFLUENCES GOVERNING THE SAME.

consumer behaviour

OCCUPANT - WHO BUYS (DEMOG,PSYCHO, GEO, MEDIA)

OBJECT - WHAT DO PEOPLE BUY (PRODUCT, BRANDS, FEATURES, SIZES,
VARIETY)
OBJECTIVE - WHY (BENEFITS, MOTIVES)
OCCASION - WHEN (WHEN BUY/USE, HOW OFTEN BUY/USE)
OUTLET - WHERE
OPERATIONS - HOW (INVOLVEMENT, STAGES, SOURCES OF
INFORMATION & EVALUATION PROCESS, RISK
PERCEIVED)
ORGANISATION - WHO ARE INVOLVED

the seven O framework

1.

STIMULUS - EXIST IN EXTERNAL OR INTERNAL ENVIRONMENT.

(Advertisement, hunger pangs, products)

2.

RESPONSE - OVERT (PURCHASE, RECOMMENDATION)

COVERT (ATTITUDE)

3.

INTERVENING - MAGNIFY, REDUCE OR MODIFY INFLUENCE OF S.V. ON R.V.

the three variables

Given stimulus produces different responses in different

individuals and different responses in same individual at
different times because of different intervening variables
influence

the challenge

1.

DECISION-MAKING PERSPECTIVE

assumes that consumers diligently gather information about purchases, carefully compare
various brands of product on salient (prominent) attributes, and make informed decisions
about what brand to buy.

2.

EXPERIENTIAL PERSPECTIVE

assumes that consumers often make purchases and reach decisions based on the affect
(feelings) attached to the product behavior under consideration. This perspective focuses on
hedonic value.

3.

BEHAVIOURIAL INFLUENCE PERSPECTIVE

assumes that strong environmental forces propel consumers to make purchases without
necessarily first developing strong feelings or beliefs about the product.

the perspectives

Culture is sum total of learned beliefs, values, customs that

serve to direct the behaviour of members of particular
society.

non material

material

culture

Division of members of a society into a hierarchy of distinct

status classes so that members of each class have relatively
same status, respect, prestige & members of all others classes
have more or less status, respect, prestige.

social class

Opinion leadership is the process by which one individual

(the opinion leader) informally exerts influence & affects
change in attitudes/behaviour of others (o. seekers or o.
recipients)

opinion leadership

diffusion of innovation
adoption
motivation
involvement
brand loyalty

personality
perception
learning
attitude

other pillars

1. Economic Man - Rational decisions. But rarely enough information

involvement or motivation or ability. Satisfying decision rather than
maximizing.

2. Passive Man - Reflexive to marketers actions. Marketers use aida.

3. Cognitive Man - Problem solver & thinker, information processing,
sufficient information to enable adequate decision. Short cut decision
rules (heuristics) to prevent information overload.
4. Emotional Man - Emotionally driven purchases or impulse. Emotional or
feeling oriented ad.

decision making models

1. Need Recognition Stimuli can be internal or external

2. Pre-purchase information search for criteria and brands (depends on

level of involvement).
3. Evaluation of alternatives
4. Purchase decision (trial & adoption)
5. Post-purchase behaviour

stages of decision making

21.01.2016

a
peek
into
consumer
behaviour

Make it understood. Do people know about the behavior, and do they think it is
relevant to them? This lever is about raising awareness and encouraging
acceptance. Lifebuoy soaps glo-germ demonstration uses ultra-violet light to
help children understand that washing hands with water alone isnt good enough
to get rid of invisible germs.
Make it easy. Do people know what to do and feel confident doing it? Can they
see it fitting into their lives? This lever is about convenience and confidence. In
many parts of the world, laundry is washed by hand, but it is typically in these
countries that water is scarce. Our Comfort One Rinse fabric conditioner only
requires one bucket for rinsing, not three. But it took live demonstrations and
samples, not just TV commercials, to establish consumer confidence that one
bucket of water was really all that was needed for effective rinsing.

the 5 levers of change

Make it desirable. Will doing this new behavior fit with their actual or aspirational
self-image? Does it fit with how they relate to others or want to? We are social
animals, and we tend to emulate the lifestyles and habits of people we respect, and
follow social norms. Recycling has reached a tipping point in some countries because
the bag or box outside the house is so visible. To tackle infant mortality, Lifebuoy
taps into desire of new mothers to be a good mum, and to be seen that way by
others.
Make it rewarding. Do people know when theyre doing the behavior right? Do
they get some sort of reward? This lever is about demonstrating proof and pay-off.
Our Suave shampoo brand encourages people to turn off the shower while they
lather their hair and showed how families could save up to $150 a year through
cutting their energy bills.

the 5 levers of change

Make it a habit. Once people have made a change, what can we do to help them
keep doing it? This lever is about reinforcing and reminding, refreezing people in
their new habits so it becomes unconscious again. Lifebuoys handwashing
campaigns run for a minimum of 21 days and include quizzes, posters and songs to
encourage repetitive behavior.

the 5 levers of change

21.01.2016

anupam.aashish@yahoo.com
9073396060