Ê






M Field Of Study Focusing On Consumer
Activities
M Activities People Undertake When
Obtaining, Consuming And Disposing Of
Products & Services
M Encounters With The Marketers And The
Outcome

cc
 




M What To Buy?
M Other Product Alternatives
M Where To Buy?
M How To Transport
M Mode Of Payment
 Ê



M Usage
M Storage
M End Users
M How Much To Consume?
M Satisfaction Derived
M Comparison With Other Experiences
  


M memaining Product Decisions

M Throw Away
M mesell / Trade In
M mecycle
  

c
eed mecognition
2 Search For Possible Solutions
3 Evaluation Of Alternatives
4 Persuasion
5 Purchasing Process
6 Post Purchase Evaluation
 Ê 

 !"#"
M Feelings
M Learning / Education/ Memory/ Knowledge
M Motivations
M Attitudes / Beliefs / Opinions / Personality
M Values
M mesources
M Past Experience
M Stage In Life Cycle
 Ê!$ 

M Culture / Sub-
Sub-culture / meligion
M Social Groups / Class / Caste?
M Peer Groups
M Family
M Language
M Climate
 Organizational Influences
M Product Features M Word Of Mouth
M Brand Publicity
M Packaging M Advertising
M Quality M Promotion
M metail Display M Service
M Product Availability M Convenience
M Store Ambience M Loyalty Programs
M Price

eed mecognition
Step--c
Step
M
eed: Discrepancy Between Actual State

eed:
[Current Situation] & The Desired State
[How He Or She Wants To Be] Or Even
Anticipated State
M Threshold Of Difference Must Be
Exceeded, Only Then There Is Impaling
Force Or Motivation

eed mecognition
M Choose Segment With Unsatisfied Desires E G
Women Motorcycle miders
M Proactively Demonstrate The
eed E G Dry Hair
Shampoo, Dry Skin Creams Etc
M memind Them With Advertising On Time E G
Brushing Teeth, Polishing Shoes Etc
M Automatic Indicators Such As Fuel Gauges,
Change Of Colour For Toothpaste,
 Search Process
M Search: Motivated Activation Of Stored
Knowledge In Memory Or Acquisition Of
Information From Environment megarding
Potential
eed Satisfiers
M Internal Search: Memory /Papers /Diary
M Adequacy & Ability To metrieve Knowledge
M Long Inter-
Inter-purchase Time meduces
Memory
 External Search

M Search Motivated By Upcoming Or

Impending Purchase Ongoing Versus Pre-
Pre-
purchase Search
M Enjoyment Of Shopping Experience
M There Is Fun In Browsing And Gathering
Information
M Search Makes You Feel Current In The
State Of Knowledge
 Effort & Time of Search

M In-
In-store,
store, Give Up After 45 Seconds, c2
Seconds To Locate The Item At Usual
Place
M Cost Benefit Analysis Of Search Cost And
Benefits Of Search
M Perceived misk Of Wrong Decision
M Do People Compare Prices Or Are Victims
To High Visibility Price Cuts?
 Pre--purchase Evaluation
Pre
M ƠManner In Which Choice Alternatives Are
Evaluatedơ
M Search & Evaluation Often Occur Together
M Set Of ƠConsidered Alternativesơ Is Called
ƠEvoked Set Of Alternativesơ
M Marketer Must Gain Entry To This Set
M Presence On Shelf, On Display Or Even
meminder Of Unattractive Alternatives Is Useful
 Decision Processes

M Initial Purchase
M Extended Solution: Durable / Expensive
M Limited Solution: Little Search / Evaluations
M mepeat Purchase
M mepeated Solution: Is It Worth Investing?
M Habitual Buying: Brand Loyalty / Inertia
M Impulse Purchase: Unplanned & Triggered
M Variety Seeking: Similar Alternatives
 Why People Shop?
Fun or Chore
M Personal Motives M Social Motives
M mole Playing M Outside Home

M Diversion Experience
M Self
Self--Gratification M Communication

M Learning /
ew
with others of
Trends same interest
M Peer Group Status
M Physical Activity
& Authority
M Sensory Stimulation
M Pleasure of
Bargaining
 Selection Process
M Cutoff: mestriction Or mequirement For
Cutoff:
Acceptable Performance
M Signal:: One Product Attribute Used To
Signal
Determine Other Attributes
M Trade Off:
Off: Giving Up One For The Sake Of
Others / Compensatory Evaluation
M Most Important Criteria
M Conjunctive Strategy:
Strategy: Establish Cut-
Cut-offs For
Each Salient Attributes / Progressive Elimination
 Purchase Decisions

M Whether To Buy
M When To Buy - Timing
M What Type & Brand To Buy
M Where / How To Buy ƛ metailer Choice
M How To Pay
M Polychronic Use of Time-
Time- Activity
Combination
 Unplanned Purchase

M Product & Brand Both Selected At The

Point Of Sale
M Impulse Purchase Is Whimsical In
ature
M POP Display, Sales Price,
ew Product
Trigger It
M Display meminds Customers Of A
eed
And Then Trigger A Purchase
 Fully Planned Purchase

M Both Product And Brand Chosen In

Advance
M Brand Promotion And Store Loyalty Are
Crucial
M Both High Involvement [Autos] And Some
Time Low Involvement [Grocery] Products
M In-
In-store Factors Can Still Influence
Change
 Partially Planned

M Product Is Pre-
Pre-selected But
ot The Brand
M Brand / Style / Sizes Selected In Store Or
On A Web Site
M Typically Low Involvement Hence Known
Brands Have Good Chance Of Selection
M Heavily Influenced By Price meductions Or
Special Displays And Packaging
 Evaluation of E-
E-Commerce
M Problem mecognition Phase: Unable to travel,
Closed, Too Far, Special Products, Lack of Time
M Search: Simplified but Extensive, Enhanced by
Internet, Wider
M Evaluation: Features and Price comparison are
simplified
M Purchase: Inability to make personal visit, calling
is inconvenient, familiarity with products and
requirement not immediate
 Consumption / Usage

M When does it occur ƛ Seasonality / Pattern

M Where consumed-
consumed- On site / Home / Office
M How is it Consumed-
Consumed-Alone / With Others /
Halfway Consumed / Wasted
M How much is consumed
M Saving and Future Use
 CO
SUMPTIO
EXPEmIE
CE
M How Does It Feel
M Positive: Excitement, Pleasure, melief,
Sentimental
M
egative: Angry, Bored, Guilty, megretful
M Overwhelming
M How mewarding Was The Experience
M Positive meinforcement
M
egative
M Punishment
M Consumption
orms / mituals / Scripts
 Compulsive Consumption

M Practices Undertaken To Bolster Self-

Self-
esteem Are Inappropriate, Excessive And
Disruptive To The Lives Of Those Involved
M Gambling
M Shopping Addiction
M Drinking /
arcotics
M Web Dependency / Pornography
 Post--Consumption Evaluations
Post
M Satisfaction: Comparison Of Pre-
Pre-purchase
Expectations With Actual Or Perceived Outcomes
M mesults Of Satisfaction
M Influence The mepeat Purchase
M Shape Word Of Mouth Publicity
M mesults Of Dissatisfaction
M Complaints
M Loss Of Competitive Edge
 Determinants Of Individual
Behaviour
M
o Two Consumers Are Alike Like
Finger Prints
M Try To Determine The Overall Trends
Through Use Of Demographics
Statistics
 Births & Deaths Per c
Population In A Year
2c--2
2c c6--
c6 c5-5c
c5-

Birth mate 25  2 4 3 

Death mate 5  2 4
 Life Expectancy - Years
2c--2
2c c6--
c6 c5-5c
c5-

Male 63  6 2 32 4

Female 66  6c 4 3c 

Total 65 3 6c  32 c
 Future Population Scenarios
Age Groups 26 26 as 2c6 as
millions percent percent
-c4 362 32 5 2 c

c5--5
c5 63 6 4 64 

6   
 Urban & mural Population
Millions cc cc 2c 2c as
percent
Urban c5 2c 25 2 

mural 524 62 42 2 2

Villages 5 634 63

Ɲ
Cities & 33 36 5545
Towns
 Literacy mates
Percent 2c cc cc

Male 5  64 c 56 4

Female 54 2 3 3 2 

Total 65 4 52 2 43 6
 Population Below Poverty Line
Percent 2 c4 c4 c4

All India 26 c 36  44 5 54 
 Employment of Women
Ɲs Public Private Total Percent
Sector Sector of Work
force

Women 2,5 2,c 45 c

 CHAmACTEmISTICS OF
SEGEME
TS
M Identifiable / Measurable
M Accessible to Marketer
M Substantial in Size
M Growth Prospects for measonable Time
M Profitable
M Affordable for the Marketer
 Process of Segmentation

M Segments Identification ƛ Cluster Analysis

M Description of the Characteristics
M Profiling of the Constituents
M Size Estimation
M Strategy for Positioning
 UmBA
ISATIO
EFFECTS

M Barter economy to Money Economy

M Self meliance to Service Dependence
M Education Improvement
M Shrugging off caste beliefs
M Increase choice of alternatives
M Trades specialization
M Brands become aspirational
 Inner Cities Versus Suburbs
M Suburban M Inner city
M Education ƛ High M c--c2 th
c
M Trades--Jobs-
Trades Jobs-High Tech / M Trading / Self
Professional Employed
M Housing--Large Flats /
Housing M mented rooms
Bungalow M Minimal
M Furniture - Elaborate M Predominant
M Two wheelers-
wheelers- Few M  to c
M Car c to 2 M Conservative
M Attitude-- Modern / Progressive
Attitude M ??
M Leisure-- Brands
Leisure
 O
AL DIFFEmE
CES
M meligions / Commitment to meligions
M Education / Preferred Trades
M Income level / Dowry / Aspiration Assets
M Language / Multiple languages
M Brands / Use of Cosmetics / Staple Foods
M Willingness to try / Adventurous nature
M mole models / Icons
M Interest in Politics
 Bases for Segmentation

M Benefit segmentation ƛ Motor Car Users

M Volumetric Segmentation
M Loyalty Based Segmentation
M
eed Based Segmentation
M Brands Desirability or User Segmentation
M Usage Based Segmentation
M Perceptual Mapping
 LIFESTYLE
M Unique Pattern of Living-
Living- Activities,
Interests, Opinions, Demographics
M What is of Interest to Them in Their
Surroundings
M Opinions and Views
M How People Spend Their Time Engaged in
Various Activities
M Patterns in Which People Live & Spend
Time and Money
 Lifestyle Ingredients-
Ingredients-c

M
 #  ƛ Work, Hobbies, Social
Events, Vacation, Entertainment, Club
Membership, Sports, meligiousness,
Shopping, Community Service
M    - Family, Home, Job,
Community, mecreation, Hobbies, Fashion,
Food, Media, Achievements
 Lifestyle Ingredients - 2

M % ƛ About themselves, social

issues, politics, business, economics,
education, products, future, culture, law
and order
M &% ƛ Age, Education, Income
level, Occupation, Family Size, Dwelling,
Geography, City Size, Stage in Life Cycle
VALS-- VALUES & LIFE STYLE SYSTEM ƛ
VALS
SmI I
TEm
ATIO
AL
M Principal Division System
M High and Low mesources
M Principle Orientation-
Orientation- Purchase decisions
based on beliefs & principles than what others
think
M Status Orientation-
Orientation- Purchase decisions
Influenced by beliefs, opinions and views of
others
M Action Orientation-
Orientation- Decisions made to affect
their environment, seek activity, variety and
risk taking
 VALS--High mesources
VALS
M Actualizers: Successful, Active, Sophisticated,
Actualizers:
High mesources, High Ego and Self Esteem
M Fulfilled: Satisfied, Mature, Comfortable,
meflective, Practical, Functional, Seek Value and
Durability in Products
M Achievers:: Charge taking, Career oriented,
Achievers
Prefer predictability, Prestige brands / success
signs
M Experiencers:: Young, Enthusiastic, Impulsive,
Experiencers
High misk Taking, Excitement,
ew and Offbeat
Products,
ot formed many of the beliefs
 VALS--Low mesources
VALS
M Believers: Principle Oriented, Proven /
Home grown brands, Conservative
M Strivers: Seek self-
self-definition, approval of
others, security, image of success,
emulate whom they like
M Makers: Limited focus, self-
self-sufficiency,
envy only functional possessions
M Strugglers: Poor, Less Educated, Canƞt
think of tomorrow, Safety, Security,
Cautious
 Culture - Definitions

M Distinctive way of Life

M Knowledge, Beliefs, Art, Morals, Law,
Custom, Music, Language, Capabilities &
Habits acquired in societies
M Set of values, Ideas, Artifacts, Meaningful
Symbols to enable communication,
interpretation and evaluation as members
of society
 What Does Culture Affect?
c Sense of Self & Space
2 Communication & Language
3 Dress and Appearance
4 Food / Feelings
5 Time consciousness
6 Values &
orms
 Beliefs & Attitudes
 Mental Process & Learning
 Work Habits
 Features of All Cultures
M Sports M Gestures
M Ornaments M Government
M Calendar M Language
M Cooking M Law
M Dancing M Music
M Marriage Ceremony M mituals
M Education M Dressing Style
M Family M Morals & Ethics
 Systems of Culture

M Ideological System
M Ideas, Beliefs, Values, measoning
M Technological System
M Skills, Arts, Crafts
M Organisational System
M Family, Marriage, Social Classes

ational Character
M Gestures M
amaste
M Social views M CasteFestivals,
M mituals M meligious offerings
M Morals/ Ethics M Chalta hai, Strict Sexual
Conduct
M Philosophy M Bhavad Geeta
M Entertainment M Cricket, Kabbadi
 Culture in Action

M Culture is invented
M Culture is Learned
M Culture is Socially Shared
M Culture makes people comfortable
M Culture is ingrained
 Culture Affects Product Class
Selection
M At fundamental level are the Terminal
Values or End States of Existence
M They Affect the Product Class Choice via
Critical Product Attributes
M This Affects the Beliefs and Attitudes
About the Class of Products
M The Product Class is Selected
 End States of Existence
M Comfort M Happiness
M Excitement M Inner Harmony
M Accomplishment M Self mespect
M Peace M Pleasure
M Beauty M Wisdom
M Equality M Freedom
M Security
 Choice of the Brand

M Most Fundamental are Instrumental

Values or ƠModes of Conductơ
M These Affect the Critical Brand Attributes
and Brand Choice
M This leads to formation of Beliefs &
Attitudes about the Brand
M This Leads to Brand Selection
 Modes of Conduct / Instrumental
Values
M Ambitious ƛ M Helpful
Hardworking M Honest
M Broad minded M Imaginative
M Capable, Competent M Independent
M Cheerful M Intellectual
M Clean /
eat / Tidy M Logical
M Courageous M Loving
M Forgiving M Obedient
M Polite M mesponsible / Self
Controlled
Effects of Culture on Marketing
M Use of Values such as Pleasure, Exciting
life, Comfortable, Self-
Self-mespect in Product
Planning The brands names, colours,
designs to enhance these values
M Avoid Social Taboos or Include Defiance
M True to Life Advertisements
M Stress on Ecology
M Womanƞs Changing mole
M Breaking with the Tradition
 I
TEm
ATIO
AL CULTUmE

M Sense of Time Indian/Western-

Indian/Western-Polychronic
M Communications Direct / Indirect
M Personal Space / Use of First
ame
M Materialism
M Family mole
M meligion / Auspicious Occasions
 Youth Sub-
Sub-Culture

M -c4 are 35 of Population

M Teenagers with Independent Earnings
M
o Fixed Obligations
M Preferred Classes: Clothing, Shoes,
Entertainment, Cosmetics, Chocolates,
Feel Good Products, Soft Drinks, Latest
Music, Video & melated Products
 Characteristics of Youths

M Spend Heavily on Personal Grooming

M Brand Conscious
M Sports and Its Watching
M Music and Television Viewing
M Energetic and Adventurous
M In the West pursuit of Solitary Activities
 GO /
O GO OF YOUTH
M According to Young and mubicom
M They want to learn but Shouldnƞt be told
M They want independence but should be
taken care of by the parents
M Want to be Treated as Adults but Without
mesponsibilities
M Active Yet want to melax & Watch Others
M Want to Criticize but are Sensitive to
Criticism
 Older Segment
M 6 are currently 65m or 6 3
M To go up to cc3 m by 2c6 or  
M Life Expectancy Difference Between
Women and Men
M Grey Power to Make Itself Felt in India
M Already very Powerful in US & Japan
OLD SEGME
T CHAmACTEmISTICS
M They go to bed earlier & wake up early
M Less Physical Activities/ meluctance to travel /
Worry about Convenience
M Health Worries / Large Parts of Budget Spent on
Medication
M Common Problems Include Teeth, Joints, Heart
and Skin
M Discretionary time
M High Disposable Incomes
M meligion & melated Tourism is Preferred
M Prefer Simple Technologies / Easy to Use
Products
 Social Class Constituents

M Education ƛ Illiterate,cth, c2th, Graduate

M Occupation-- Doctor, Military / Government
Occupation
,Lawyer, Teacher, Farmer, Manager,
Desirable occupations
M Area of mesidence
mesidence--Suburbs, Old town
M Family Income Level
M Duration of the Wealth in the Family
Income Levels Division-
Division- Households
Class/Inco Urban
o mural
o Total
o
me ms K/Yr millions millions millions
<4 Low  55 5 64 2
< L Middle c6  43  6 4
<c2 Middle cc  c5 5 2 3
<c6 U 6 56 c2 5
Middle
>c6 High  45 c2 2
Grand Total 5c 3 c25 2 c6 5
 Income Class ƛ Percent Household
Class  of Urban  of mural  Total

<4 Low c 45 36

< L Middle 33 35 34

<c2 Middle 23 c2 c6

<c6 U c3 4 
Middle
>c6 High c5 4 

Grand Total 2 c c

 Characteristics of Classes
M Upper Class-
Class- Cars, Cameras, Videos,
Swimming pools?, Stereo, Club
Memberships, Art Objects, Holiday homes
M Higher Middle ƛ Cars, Cameras, Stereos,
Clubs, Holidays, Visible brands
M Middle Class ƛ Socially acceptable,
Scooter, Car, Cheap camera
M Lower Middle ƛ Affordable & desirable
M Poor ƛ Security search, recognition, pretty
up
 Groups & Their Powers
M meward Power-
Power- Money, Gifts, Title, mights
M Coercive Power-
Power- Punishment, Withholding
rewards, Dress Code, License Withdrawal,
Canƞt be left behind, Tupperware
M Legitimate Power-
Power- Panchayat, Standards
evolvement
M Expert Power-
Power- Expertise of Individuals,
Diet,
utrition, Consumption, Products
M meference Power-
Power- Identification with
group
 Family Life Cycle
c Bachelor
2
ewly Married Without Children
3
ewly Married With Children < 6 years
4 Married with Children > 6 years
5 Married with Dependent Children
6 Empty
est ƛ Independent Children
 metired ƛ One of the Spouse May Have
Passed Away
 Special Groups in USA

M Dual Earner Married Couples ƛ c

M Single Parents ƛ 
M Young Singles < 45 years ƛ 
M Older Singles > 45 years ƛ c6
M Multiple Generation Members ƛ c
 Group Characteristics - c
Life Phase Consumer Products &
Characteristic Services Used

Childhood Paid by parents & their Toys, Clothes,

approval Games, Sweets

Adolescence Part time work?, Peer Cycle, Toys,

pressure, paid by Cassettes, CD,
parents Sports, Clothes
Early Single /High discretionary Electronics,mobiles
Premarital income, independent ,restaurants,motor
decision making cycle, brands

ewly Married Durable products, Home, jewelry,
Wider knowledge durables,
insurance, vacati
 Group Characteristics - 2
Group Characteristics Products &
Services Use
Married Home purchase, House, toys,
with young Childcare, Stability mestaurants,
children Cars, Health
Older Product recycling, House,
children set in ways, Insurance,
standard purchases metirement,
Education
metired Familiar products, Health, Leisure,
no new products meligion
Conflict mesolution Within Families
M Expert Opinion: Exhibit specialised know
M Legitimate Power: Use relative power
M Bargaining: Give and Take
M meward : meward the Ɲrightƞ behaviour
M Emotional Power: Using nuisance power,
denial and past performance
M Persuasion: Using logic and arguments
 Changing Female mole

M Earning and might to spend

M Duties and Division changes
M Self--maintenance by working women
Self
M might of refusal and fight for equality
M Greater user of outside services
M Convenience, Time saving, Availability,
Service more important than money
 Why Influence Others

M I am enjoying benefits, let others too

M Gain attention of the other people
M Connoisseurship
M Spreading the gospel
M Seeking group confirmation
 Why Others Follow ?

M mational explanation is not clear

M Product or Service Complexity
M
ot So Well Informed
M Inferiority
M Conformance to group
orms
 meference Groups
M Primary ƛ Intimate enough for
unrestricted face to face interactions
M Secondary ƛ Sporadic face to face
M Formal ƛ Defined structure, membership
criteria and list of members
M Informal ƛ Friendship & Interest
M Membership groups-
groups- Acceptance, Virtual
M Aspirational ƛ Desire to adopt norms,
values, behaviour of others
M Dissociative-- Try to avoid association
Dissociative
M Virtual ƛ On internet etc
 measons for meference Groups
Influence
M Socialization- Knowing stable behaviour
Socialization-
M Self Concept-
Concept- Cars, careers, clothing make
a statement about ourselves, Conformity
to roles learned
M Social Comparison-
Comparison- Self assessment
through comparison, Increased
dissatisfaction with our selves
M Conformity-- A change in belief or actions
Conformity
based on real or perceived group pressure
 Why Some
ew Products Succeed
and Some Donƞt
M melative advantage in benefits
M Compatibility with existing practices,
values, needs and past experience
M Complexity-- Degree to which innovation
Complexity
perceived as difficult to understand & use
M Trialability-- Trial with limited financial and
Trialability
personal risk
M Observability-- mesults visible to friend and
Observability
neighbours
Uc
Stages in
ew Product Adoption
M Awareness- Only aware of existence but
Awareness-
no info Or attitudes
M Comprehension-- Information &
Comprehension
understanding
M Attitude formation ƛ Favourable or
otherwise
M Legitimation-- Convinced about adoption
Legitimation
M Trial
M Adoption
 I

OVATIO
S

M Idea, Practice, Artifact perceived as a

totally new products
c Continuous Innovations-
Innovations- Least disruptive
say B & W to Colour TV
2 Dynamically continuous-
continuous- Donƞt alter
established pattern say Cable to DTH
3 Discountinuous ƛ
ew Behaviour Pattern
for e g Movies, TV, VCm, Computers
 Adoption Versus Diffusion
M Adoption Individual Process
M Diffusion: Group phenomenon, [ Adoption
due to Marketing Activities]
M Example: Fashions Diffusion Cycle
M Upper classes have fashion leadership
M Mass communications make equal impact on
all classes
M 5 women and 25 men as fashion
conscious
M Diffusion Via Geographical centres and then
spreads to other area
 Adoption Categories - c
M Innovators ƛ 2 5 or c in 4 venturesome,
eager to try, have more risk capital, well
educated, established, cosmopolitan, high
income, admired for success, high occupation,
socially mobile
M Early Adopter ƛ c3 5 or c in  Local people,
High degree of opinion leadership, perceived
good sources of info , movement picked by
retailers & reinforced
M Early Majority-
Majority- 34 or c in 3 Legitimize
innovations, Take longer periods, rely on
informal sources, neighbors / friends of early
Adopters
 Adoption Categories -2
M Later Majority ƛ 34 or c in 3 Skeptical,
Less influence of mass media but more
use of personal sources, Increasing social
pressure or economic necessity will force
the change
M Laggards-- c6 or c in 6 Tradition bound,
Laggards
Suspicious, Least educated, usually with
low social status
 Opinion Leadersƞ Influence
M They exert personal influence, others rely
on them for advice & information, positive
& negative influences both are possible
M Characteristics
M Good channels of communications between
them and the followers
M Influence is horizontal in the same category
M Such leaders are at every level
M Personal influence has greater role in higher
categories than others
Characteristics of Opinion Leaders
M Better Educated
M Earn Better Money
M Married in 3 to 4s
M Participation in Public Activities such as
meetings, speech, media
M Addicted to
ewspapers / TV
ews etc
M Good local knowledge
M They not innovators but editors
M Aware of group standards
M High confidence, self esteem, can
withstand criticism or rejection
 Promotion During Diffusion-
Diffusion-c
M Innovator / Early Adopters Category
Stress excitement & mevolutionary nature,
Technical messages, Use of Credible
spokespersons, pioneering adverts In
specialized media, stress, event
marketing, distribution of trial sizes
M Early Majority

Mass advertising, Stress benefits, Demo

Oriented ads, Peer pressure, Coupons /
Trial sizes, dealer promotions, Use opinion
leader
 Promotion During Diffusion-
Diffusion-2

M Later Majority
M Seal of approval by authorities such as
magazines
M Demonstration
M Warranty extension
M Value Marketing Approach
M Straight Appeals
M Mass Media Based Advertising
 Personality & Self-
Self-Concepts
M Personality a sum total of characteristics
or Unique method of responses to stimuli
M Sigmund Freudƞs Psychoanalysis
M Personality is the struggle between the Id,
Ego and Superego
M Id-
Id- Inborn drives, aggression, sex,
operates on pleasure principles, avoids
tensions, seeks instant pleasure, operates
at unconscious levels
 Freudƞs Theory
M Superego- Moral part of the psychic
Superego-
structure
M Values of the society are honored
M might / Wrong / Perfections are honored
M It is a social limitation Projector
M Ego ƛ Executive of the personality
M Tries to achieve balance between id & s ego
M Works on reality principle
M Modified by learning & experience
M Limits Id in dealing with the real world
 Uses of Freudƞs Theory

M Appeals to Fantasy
M Use of Triple Appeals trying to appease Id,
Superego and Ego
M Use of Phallic Shapes
M Use of Characteristics such as Fulfillment,
Aggression, Fantasy and Escape
 Defense Mechanisms
M When you canƞt deal with the tensions
brought about by ego then the Defense
mechanisms set in
M mepression--Avoids conflicts, Brought by
mepression
ego
M Projection--Feelings generated by Id /
Projection
Superego are ascribed to another person
or group
M Identification--Unconscious imitation
Identification
M meaction Formation-
Formation-
 Karen Horney: c
eeds
Compliant Aggressive Detached
Orientation Orientation Orientation

Love Power Independence

Approval Strength Freedom

Modesty Manipulation Self

Self--meliance

Affection
 Use of CAD
M Compliant Types prefer known brands &
brand names, use more mouthwash &
toilet soaps
M Aggressive types prefer to use razor
instead of shavers, use more cologne,
after shave lotions, purchase old spice &
Van Heusen shirts
M Detached types have least awareness of
brands, less involved in purchasing
 Self--Concept
Self
M Social Interactions / Psych Developments
lead to self concepts
M Self--perception has strong influence
Self
M Since self-
self-concept is important to him, he
will define, protect & further it
M Products & Brands are perceived as having
images or symbolic meanings
M Therefore, selective possession, display &
use of these symbols assist definition &
enhancement of self-
self-concept
M Consumption of goods as symbols for self-
self-
concept
Brand & Self Image Congruence
M Consumers prefer, use brands with images
congruent with their actual self-
self-concept
M Consumers likely to prefer brands with
images closer to their ideal self-
self-concept
M Product conspicuousness may influence
brand preference of the upper classes

eeds / Motivation
M Motive : Inner state, Mobilizes & directs
body energy selectively towards goas
M mole of Motive: To arouse & direct
behaviour of the consumers
M Conscious Versus Unconscious motives
M Motives allow development of criteria for
evaluation
M Physiological / Psychogenic motives

c
c
 Mcguireƞs Classification of Major
Motive Influences
c] Consistency: Maintain coherent & organized world view
2] Attribution: Try to understand causes for occurrence
3] Categorization: Divide complex into categories
4] Objectification: External objects reflect inner states
5] Autonomy: Personal growth through self-self-actualization
6] Exploration:
ew events & circumstances / impulse
] Matching: megular Comparison of actual to ideal