Professional Documents
Culture Documents
Create DIFFERENTIATION
( USP)
Overcome Commodity
image
Eliminate
Create Mind base PRICE WAR
Positioning
Overcome BLOOD
Not for circulation : for internal use 5
only BATH
Re 5%
purchase
Trail 20%
Preference 25%
Linking 40%
Comprehension 70%
Awareness 90%
CONSUMER BEHAVIOR STUDY & MARKETING
COMMUNICATION
Build / Create Dominating or
self expressive brands.
SAMPLE FRAME
SAMPLE SIZE
SAMPLE UNIT
DATA COLLECTION
QUESTIONAIRE DESIGN
DATA COLLECTION APPROACH
DATALANSYSIS
DATA INTERPRETATION & CONCLUSION
Consumer Power & Shifting trend in
business
Frequently re assesses
3 Deliberative purchase decision . Re
Customer loyalist confirm the brand chosen
Meets the desire & function
Time
Cost
LCC
Organizational / Industrial
Personal consumer
Consumer
Quality
service
Attitude of the suppliers
Financial considerations( Ability to absorb credit ,
differed payment , Lease rental etc )
Environmental factors ( Legal & political )
Capacity to supply & lead time .
Technology factors
Business process such as use of SCM , ERP e-
Business tools.
Organizational interpersonal dynamics .
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An integrative model for organizational buying behavior
Information
Situational
Source
Factors
Policy factors Buying
Sales person
Financial Decision
Trade show
Service
Direct mail
Technology
Seminar
Word of mouth
Professional Influencing Conflict
Journals Decision Within
Agents Buying center
Active search
Product organization
Perceptual Specific specific
Distortion
Time Perceived Type of
Pressure Risk buying
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Precipitation
Start of the process has to be the realization
of the need, a problem that a purchase can
solve. The stimulation could be internal and
entirely routine.
It could be a planned new buy precipitated, for
example, by the implementation of expansion
plans or the imminent production of a new
product.
It could also be something more sudden and
dramatic than that, such as the failure of a
piece of plant or machinery, or a lack of stock.
Short coming :
The model ignores the social & psychological impact
on the buying behavior , assumes the price is the only
factor which drives the buying behavior .
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Psycho analytic model :
Behavior of a consumer is determined by his strong desire & need.
The purchasing process is governed by motivational forces . Motivation
stimulates people in to buying action.
Sense of achievement &
competence
Self
Actualization
Needs which are Esteem Owning Power & Prestige
important to (Recognition) Ego , status , success
consumer
Similar belief, status
Social(Affiliation) class etc
Assurance ,
Safety (Security) Protection, stability
Physiological ( Basic)
Hierarchy of need : Abraham Maslows model
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Learning Model.
Consumer Learning : A process by which a consumer acquires the
purchase & consumption knowledge experience which apply to his
future behavior . .
Conditioned stimulus
(Pavlovs experiment of classical conditioning )
Unconditioned
Soft & tender Symbolic of
stimuli
Skin care natural & purity
Pure , Natural, Soft
& tender
Classical conditioning helps to build strong consumer
connect with the brand for strong association.
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Sociological model.
Close associates
Friend circle
Internal &
external search
Of alternate
evaluation
Aspiration
Outer core
Demographics
Life stage
Situational
Geographic
Bajaj Scooter captured complex reality of existence
of middleclass India .
As it is said , if an Indian middle class man were to be
reborn as a product , chances are that it would be a
Bajaj scooter.
3 Stealth Parenting
4. Authoritarian Parenting
4. Authoritarian Parenting
Behaviour :
Uses parachute oil for kids & self , Fair & lovely being a part of her make up kit.
She is proud of her washing machine & water filter. She is likely to buy a microwave
owen or expensive home appliances. But she prefer to use branded sanitary napkins.
Her husband relies heavily on her.
Social : She hate wasting money on outing , eating entertainment. Entertainment is all
around Jassi & K series .
Belief : Strong believer of good education to her kids. Choosing any unknown
New career by the family member is not acceptable.
Attitude : Family is more important & believes that star determine her fate .
Value : Respect can never be compromised. High level of tolerence .
Never address the husband by name .( Munne ke papa, Suno ji type ) . Do not
question the roots of tradition, rituals. They are always for good. Just adapt it.
Attitude: A lively cheerful & positive personality. She treats her life like a must win
contest . A friendly nature . Talking to a stranger of opposite sex & accepting him as a
friend is normal . A perfect wife, mother , daughter in law , friend , independent
minded , divides her time between husband , kids , family herself, & her friends. Not
self sacrificing
Belief : While she is religious , she does go to beauty parlour with equal vigour.
Usage : She likes to buy things which make her household chore more convenient .
Microwave Owen, Dishwasher, Vacuum cleaner , Oriflame conditioner, foot cream,
Nourishing night cream products .
Social gathering , party with friends , family etc.
She encourages her kid to be more independent, explore & peruse their career where
you can deliver your best result, like she herself would like to do. She likes to be seen
as trendy .
She is a role model Didi for many women
Attention seekers: Stifled by the various restrictions & norms imposed on her
craves for attention, likes when others empathise with her .Her husband does not
necessarily take her opinion in all home related issues. Saving is not her forte. Will
use fairness cream , oil her hair on daily basis. She hopes high expectation on her
son& daughter. She does not mind using unbranded or lesser known brands still feel
good about herself.
She feels miserable about her inability to send her kids to expensive schools, lavih
spending .She believes that fate is determined by her stars.
She wants to come out of middle class dudgery. More of self sacrificing type &
wants to move away from joint family class.
Consumer
Satisfaction
Income
South East
Quality conscious Anxious about future
Guilt if spending on self. Bold , more librated,
Accept society as it is , Optimistic Discontented
willingness to experience new
Rural , Urban , Global , Semi rural , Semi Urban leading to life style,
climate , population etc.
Institutional segmentation : Large corporate segment ( Global &
Domestic) , SME , SOHO , FTU Govt, PSU etc
SYMBOLS
COLORS
NUMBERS
Tec em
syst
hno
Ideological
logi
system
cal
Organizational
system
Ethnic Religious
Value Practice
Family values
Hush Hush Culture
Psychological mediation
LBS RBS
Sensory stimuli
Signal detection
Just noticeable differences (JNDs)
Subliminal perception
Sensory adaptation
Selective attention
Merlyn : Wao ! What a position ?
BP = PA + CP
Where:
BP - Brand preferences
PA - Product attributes
CP - Consumer perception
External Factors
Internal Factors Intensity& Size
P
Selective attention Position
Selective Exposure E
Selective reception, R
comprehension & C Contrast
retention, E
Perceptual vigilance P
or defense Novelty
T
Expectation
Subliminal perception I
O Repetition
N
Movement
Pepsi 23%
coke 65%
equal/cant say 12%
Core values
What buyers feel
which drives
acceptable norm
the consumer
in the society
What
The way consumer motivates
relates & draw meaning the
of some thing. consumer's
Life style
Psychological factors Personal factors
Conation Affect
96
1.A positive or negative belief ( myth, Superstition, taboo, strong
reference opinion, Right or wrong product/service information
from authentic source ) As consumers hold many beliefs about a
product or service, it is difficult to decide which belief influence
the buyers attitude most.
Hence Multi-attribute ( known as the Fishbein) Model attempts to
summarize overall attitudes into one score using the equation:
For each belief, take the weight or importance (Wi) of that belief
and multiply it with its evaluation (Xib).
For example, if a consumer believes that coffee can help to
overcome metal fatigue by partially energizing ,hence gives the
importance 4 on a scale of 1 to 7.
He or she believes that coffee can energize better than tea, hence
rates 6 on a scale from 1 to 7. Thus, the product here is 4(6)=24.
1.Utilitarian Function
2.Ego-defensive Function
3.Value-expressive Function
4.Knowledge Function
1. Utilitarian Function
Favorable attitude towards a brand happens because it has high
usage imagery . Marketers may stress the utilitarian feature or
may suggest uses of the product that may not be obvious.
2. Ego-defensive Function
Products that we purchase to protect our self-images, to replace
our sense of insecurity with personal confidence.
Techno savvy image , flamboyant image etc
3. Value-expressive Function
Consumer's express personal values through the brands they
purchase and own .Marketers often attempt to identify their brands
with these values.
Fairness is a symbol of beauty & helps to gain success
corporate .
4. Knowledge Function
Consumers feel the strong need to know and understand how the
brand can be put to application or support & justify her decision
of buying .
Attitude change strategies
Change Belief ( Add belief , Change currently held , change
importance of belief.)
Change Affect
Change Behavior
Approach
1.Comparative advertising
2 Hyperbole statement .
Cognitive structure
Change
Attitude change
change +ive
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Client: Asian Paints
Product: Asian Paints Colour World is the brand name for the
one-stop colour shop of Asian Paints, which are unique paint
shops where shades are generated with the help of a computer
with software to choose and select 1,511 shade combinations,
designed to reach consumers in a direct `dil se' style.
Likelihood
Of response
Attitude
Attitude Change
Not likely at all
High
Low
Brand
communication
Feeling about
Judgment about Brand
Brand
Benefit analysis
Belief about the
brand
1.Optional Innovation-Decision
This decision is made by an individual who is in some way
distinguished from others in a social system.( Role model)
In mid '80s the woman in the Surf Ad got a name - Lalitaji - and was
brought to life on television by Kavita Chaudhary in a TV commercial
with the tag line SURF ki Kharidari mai hi Samajdari hai ( It makes
better sense to buy Surf). They were fighting a soapy detergent war
against Nirma.
Nirma, in turn, had found an icon of its own in a young little girl
swirling around in a skirt the Nirma girl. The Ad jingle for Nirma
was the clincher:
3.Authority Innovation-Decision.
This decision is made for the entire social system by few
individuals in positions of influence or power.
Does it enhance
consumers present
Way of doing things ? Y/N
Knowledge
In this stage the individual is first exposed to an innovation but lacks
information about the innovation. Hence during this stage the
individual has not been inspired to find more information about the
innovation.
Persuasion
In this stage the individual is interested in the innovation and
actively seeks information/detail about the innovation.
Decision
In this stage the individual takes the concept of the innovation and
weighs the advantages/disadvantages of using the innovation and
decides whether to adopt or reject the innovation.
Implementation
In this stage the individual employs the innovation to a varying
degree depending on the situation. During this stage the individual
determines the usefulness of the innovation and may search for
further information about it.
Confirmation: Individual apply the concept to his daily life.
The rate of adoption is defined as the relative speed with
which members of a social system adopt an innovation.
It is usually measured by the length of time required for a
certain percentage of the members of a social system to
adopt an innovation
Time
Revenue
Time
Food for thought
Perception Identity
gap gap
Personality Position
gap gap
Measuring Self concept. self concept helps to position
the brand firmly & appeal the consumer.
An eagles egg was placed in the nest of a prairie chicken. The egg got
hatched & the little eagle grew up in the surrounding of a chicken. It
scratched in the dirt for seeds , clucked & cackled. It never flew more
than a few feet. One day an environmentalist saw the eagle with the
chicken & persuaded the owner to let it free . The eagle is not meant
to be on the ground, the sky is its world. The owner said, It is doing
what it has learnt from its friend. You may try . Let it fly high in the
sky, to never return again . The environmentalist tried , took it high on a
mountain , held up & said the sky is your world go . The eagle flew a
few meters & came back on the ground. In spite of repeated attempts
the eagle could not fly.
He brought it back & put it back with the chicken. It flapped its wings &
got back to the dirt's to find the seeds to feed itself.
Parental
Determinants Development of Individual
Stable personality differences in
Experimental Characteristics. behavior
Determinants
External
Determinants based
on social, cultural
Race, religion etc.
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Consumer personality
Temperament
Learning Behavior
Attitude
Consumer tries to see her personality through the brand
she owns & justify the reasons for owning it.
If brands fail to communicate the personality to the target
audience, it will find difficult to attain the position in the
mind of the consumer.
Research background :
AIO Model
Actualizer
Principle oriented Status oriented Action oriented
Attracted to premium Follow fashion
Less interested in products & Fad
image & prestige
Expereincer
Achievers
Fulfilled
1Adapters
2Strivers
3Achievers
4Pressured
5Traditionalist
Affluent, assertive
& opinion makers
Achiever
Materialistic pleasure , Strivers
success oriented, Older crowd .
Adapters Content with
short of time
what they have
Traditionalist Pressured
WHY ???????????
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Classification of cities & Town
Functional Value
Emotional Value
Social value
Situational / Conditional value
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Epistemic Value only
Customer Value & Purchase Involvement
Value drives satisfaction
Satisfaction is a necessary condition for customer loyalty, but not a
sufficient to create loyal customers, customer excellence & delight.
What is value?
Value =
Benefits ( Functional Benefit + Emotional Benefit)
Personal
characteristics Environmental
factor
Input
Stimuli
Post purchase
Behvaiour
Output
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Consumers behavior is studied from the point of view of :
1.Consumer as an individual :
Troubled home baby : Unwilling to spend extra for comfort & pleasure .
Compromising nature . Evaluate Price performance
Ms up to date : Do not compromise on life style . Willing ness to change when
required.
Ms nonsense : Believes cheapest products gives hive material value. Do not
believe in branded products.
Conservative : Learn to manage with what is in in deposition. Spending money
is a bad habit
Gregarious hedonist : Spends for social cause , strong religious belief ,
custom .
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Youth classification : Behavior
The system was developed to explain the dynamics of societal change in the buying
behaviour of a consumer . Accordingly consumer responses were collected for 35
attitudinal & 4 demographic questions. On the basis of these responses consumers
were classified in eight distinctive sub groups. Each group signifies a behaviour
response pattern ( life style ) & inner psychological needs ( Value )
It acts as a dynamic frame work of values & life styles which helps to explain why
people have a explicit behaviour
Fulfilled Maker
Believer Struggler
Achiever
Striver
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VALS type model used by Unilever .
Life style refers to the way in which people live & spend money .
Consumer psychographic profiles are derived by measuring
different aspects of the consumer such as :
Activities , Interests & opinion referred as AIO inventory
Activates : How one spends his time .
Interest : Ones priorities & preferences.
Opinion : How one feels about the varieties of thing.
Activities , interest& opinion (AIO inventory) helps to link wide
variety of variables & measures the major dimension on the life
style of a consumer
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Identified three self orientations.
1. Principle Oriented : Guided by the beliefs & principles.
VAL 2 divides the consumer in three distinct groups, which determines the life
style, attitude & decision making .
All eight segment differ in their resources & orientations.
Makers : Action oriented category, possess skills & value self sufficiency.
Striver : Status oriented category , but have low income. Strive to build secure
place & position in life.
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Relationship between Self concept & Brand Image
Brand
Image
Market Satisfaction
Relationship Communication Acceptance
Loyalty
Consumer Brand
Self Concept image
1. Classical conditioning
2. Operant conditioning
3. Behavioral Learning
Blocking association :
A brand ambassador (stimuli ) having connection with a particular
brand or product when used with another , consumer gets mentally
blocked from making anNot
association.
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Operant or instrumental conditioning .( Skinner theory)
A learning in which the consequences of behavior lead to changes
in the behavior pattern
Product line extension : Lux beauty soap, Lux beauty liquid soap,
face wash etc.
Causes of dissatisfaction.
Cease of Loyalty
4. How they orient themselves to the external world .Do they use
the judging process or perceiving process.
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Characteristics :
extraversions.
Prefer communicate by talking
Breath of interests
Tend to speak first , reflect later
Take initiative in work & relationship
Learn best through doing or discussion.
Introversion.
Drawn to their inner world.
Learn best by reflection , mental practice .
Prefer communicate by writing
Depth of interest
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Sensing .
Focus on what is real & actual
Value practical application
Observe & remember ,Present oriented
Want information step by step
Trust & experience
Intuition
Feeling
Scheduled ,
Organized ,
Systematic ,
methodical Plan ,
Like closure to have things decided
Avoid last minute stress.
Perceiving
Spontaneous,
Open ended ,
Casual, Flexible, Adapt
Like things loose & open to change
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Feel energized by last minute pressure. only
Consumer type is decided based on these factors.
The types are :
ISTJ Introverted sensing with extraverted thinking
ISFJ Introverted sensing with extraverted feeling
ESTP Extraverted sensing with introverted thinking
ESFP extraverted sensing with introverted feeling
INTJ Introverted intuition with extraverted thinking
INFJ Introverted intuition with extraverted feeling
ENTP Extraverted intuition with introverted thinking
ENFP Extraverted intuition with introverted feeling
ISTP Introverted thinking with extraverted sensing
INTP Introverted thinking with extraverted intuition
ESTJ Extraverted thinking with introverted sensing
ENTJ Extraverted thinking with introverted intuition
ISFP Introverted feeling with extraverted sensing
INFP Introverted feeling with extraverted intuition.
ESFJ Extraverted feeling with introverted sensing
ENFJ extraverted feelingNot
with introverted
only
intuition
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Type theory
4. How they orient themselves to the external world .Do they use
the judging process or perceiving process.
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1. ISTJ : Serious , quiet, practical, orderly , logical , make up their
mind , as what they want to do , regardless of the external message .
12. ENTP Quick & alert . Develop logical reasons for what they
want to buy
13. ESTJ : Realistic fact driven , rational approach.
14. ESFJ : warm hearted, emotional .driven by life style status.
15. ENFJ Responsive, sympathetic , regard for others feeling,
Emotional driven decision.
16. ENTJ Frank , Out spoken, rational , straight forward.
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Application & value oriented. only
Consumer segment & type is decided using a structured focused
questionnaire,
The questionnaire is based on :
Introversion.
Drawn to their inner world.
Learn best by reflection , mental practice .
Prefer communicate by writing
Depth of interest
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Sensing .
Focus on what is real & actual
Value practical application
Observe & remember ,Present oriented
Want information step by step
Trust & experience
Intuition
Feeling
Scheduled ,
Organized ,
Systematic ,
methodical Plan ,
Like closure to have things decided
Avoid last minute stress.
Perceiving
Spontaneous,
Open ended ,
Casual, Flexible, Adapt
Like things loose & open to change
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Feel energized by last minute pressure. only
Consumer type is decided based on these factors.
The types are :
ISTJ Introverted sensing with extraverted thinking
ISFJ Introverted sensing with extraverted feeling
ESTP Extraverted sensing with introverted thinking
ESFP extraverted sensing with introverted feeling
INTJ Introverted intuition with extraverted thinking
INFJ Introverted intuition with extraverted feeling
ENTP Extraverted intuition with introverted thinking
ENFP Extraverted intuition with introverted feeling
ISTP Introverted thinking with extraverted sensing
INTP Introverted thinking with extraverted intuition
ESTJ Extraverted thinking with introverted sensing
ENTJ Extraverted thinking with introverted intuition
ISFP Introverted feeling with extraverted sensing
INFP Introverted feeling with extraverted intuition.
ESFJ Extraverted feeling with introverted sensing
ENFJ extraverted feelingNot
with introverted
only
intuition
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1. ISTJ : Serious , quiet, practical, orderly , logical , make up their mind , as
what they want to do , regardless of the external message .
2. ISFJ Loyal , considerable , concerned with how others feel Emotion oriented.
4. INTJ Driven their by their own ideas. Skeptical , critical & independent
5. ISTP Cool onlooker , detached curiosity , interested in cause & effect , logical
principles . Drive to the core of the problem before taking decision.
6. INFP Quite observer. Balance between outer life & inner values.
7. ISFP Retiring , sensitive & emotional, not planing for long term .
WOM Conformity
Opinion Leaders
Market Maven
Surrogate Customer
Socio metric Methods
Diffusion of Innovation
Q1: Discuss the intimate relationship in marketing between brand
communication strategy, IMC & Consumer behavior study.