Sathya dinesh ch

17BBAD070
Consumer insights and behaviour

1) Explain the Schiefmann’s consumer Behaviour model with diagram?

ANS:-

The Schiffman & Kanuk’s Model of Consumer Decision Making

This model deals with the interactions between the marketer and the
consumer. This process can be seen in the form of three distinct though
interactive stages.
 External Influences

Firm’s Marketing Efforts Socio cultural environment

1.Product 1.Family
Input 2.Promotion 2.Informal sources
3.Price 3.Other non-commercial
4.Channels of distribution sources
4.Social Class
5.Subculture and culture

Consumer Decision Making

Need Psychological Field

Recognition 1.Motivation
2.Perception
3.Learning
Process 4.Personality
Prepurchase 5.Attitudes
Search

Evaluation of Experience
Alternatives

Postdecision
Behaviour

Purchase
1.Trial
2.Repeat purchase
Output

Postpurchase Evaluation

The input stage in the consumer decision making model consists of

external environmental influences or two major sources of
information. These sources are the firm’s marketing mix elements
including the product or service, its price, its promotion and
location of availability as well as the external sociological influences
on the consumer like family, peer and friends, neighbours, other
informal and non commercial sources, social class, group influence,
religion and culture.

The process stage deals with how consumers make decisions. There
are a few psychological factors existing within each individual like
motivation, perception, learning, personality and attitudes which
affect how the external inputs from the input stage influence the
consumer’s decision making process like recognition of a need,
prepurchase information search and evaluation of
alternatives.

The output stage of the consumer decision making model consists of

two closely linked post decision activities namely, purchase behaviour
and post purchase evaluation. The post decision activities are also
dependent upon the type of decision involved. The purchase behaviour
for a low cost non-durable product is influenced by the free coupon
offer and in fact is a trial purchase. In case the consumer is satisfied with
the product after use, it will result in repeat purchase

2) Discuss the elements of perception

ANS:-

BASICS OF PERCEPTION AND MARKETING IMPLICATIONS

Individuals act and recent on the basis of their perceptions, not on the
basis of objective reality. in reality is a totally personal phenomenon,
based on that persons need , want s, values, and personal experiences.
But for the marketer’s consumer perception is more than the
knowledge.
ELEMENTS OF PERCEPTION
Sensation
 Sensation Is the immediate and direct response of the sensory organs to
stimuli. A stimulus may be any unit of input to any of these senses.
Examples of stimuli include products, packages, brand names,
advertisements and commercials. Sensory receptors are the human
organs that receive sensory inputs. Their sensory functions are to see,
hear, smell, taste and feel. All of these functions are called into play,
either singly or in combinations, in the evaluation and use of most
consumer products.
The absolute threshold
The lowest level at which an individual can experience a sensation is
called the absolute threshold. The point at which a person can detect a
difference between “something” and “nothing” is that person’s absolute
threshold for that stimulus.
The differential threshold
The minimal difference that can be detected between two similar stimuli
is called the differential threshold or the just noticeable difference.
Subliminal perception
People are motivated below their level of conscious awareness. People
are also stimulated below their level of conscious awareness; that is,
they can perceive stimuli without being consciously aware that they are
doing so. Stimuli that are too weak or too brief to be consciously seen or
heard may nevertheless be strong enough to be perceived by one or
more receptor cells. This process is called subliminal perception because
the stimulus is beneath the threshold, or “limen” of conscious
awareness, though obviously not beneath the absolute threshold of the
receptors involved

3)Explain any two theories of Learning

ANS:-

4 Theories of learning
1. Classical Conditioning
2. Operant Conditioning
3. Cognitive Theory.
4. Social Learning Theory.
Classical Conditioning

Classical conditioning is a type of conditioning in which an individual

responds to some stimulus that would not ordinarily produce such as
response.
It is the process of learning to associate a particular thing in our
environment with a prediction of what will happen next.
Classical conditioning, the association of such an event with another
desired event resulting in behavior, is one of the easiest to understand
processes of learning.
When we think of the classical conditioning, the first name that comes to
our mind is Ivan Pavlov, the Russian psychologist.
The normal stimulus for a flow of saliva is the taste of food. But often
the mouth waters at the mere sight of luscious peach, on hearing it
described or even thinking about it. Thus, one situation is substituted for
another to elicit behavior.
This is called conditioning. In the case of classical conditioning, a simple
surgical procedure allowed Pavlov to measure accurately the amount of
saliva secreted by a dog.
When Pavlov presented one dog with a piece of meat, the dog exhibited
a noticeable increase in salivation. When Pavlov withheld the
presentation of meat and merely rang a bell, the dog did not salivate.
Then Pavlov proceeded to link the meat and the ringing of the bell. After
repeatedly hearing the bell before getting the food, the dog began to
salivate as soon as the bell rang. After a while, the dog would salivate
merely at the sound of the bell, even if no food was offered.
In classical conditioning, learning involves a conditioned stimulus and an
unconditioned stimulus. Here, the meat was unconditioned stimulus; it
invariably caused the dog to react in a specific way.
The reaction that took place whenever the unconditioned stimulus
occurred was called the unconditioned response. Here, the bell was a
conditioned stimulus.
When the bell was paired with the meat, it eventually produced a
response when presented alone. This is a conditioned response.
Cognitive Theory
Cognition refers to an individual’s thoughts, knowledge of
interpretations, understandings, or ideas about himself, and his
environment.
This is a process of learning through active and constructive thought
processes, such as a practice or using our memory.
One example might be that you were taught how to tell time by looking
at a clock.
Someone taught you the meaning of the big hand and little hand, and
you might have had to practice telling the time when you were first
learning it.
This process of learning was entirely inside your mind and didn’t involve
any physical motions or behaviors. It was all cognitive, meaning an
internal thought process.
The theory has been used to explain mental processes as they are
influenced by both intrinsic and extrinsic factors, which eventually bring
about learning in an individual.
Cognitive learning theory implies that the different processes concerning
learning can be explained by analyzing the mental processes first.
It imagines that with effective cognitive processes, learning is easier and
new information can be stored in the memory for a long time.
On the other hand, ineffective cognitive processes result in learning
difficulties that can be seen anytime during the lifetime of an individual.