Professional Documents
Culture Documents
INFLUENCES ON
CONSUMER BEHAVIOUR
Consumer Perception
Motivation
Learning
Individual influences/Determinants of
Consumer Behaviour
5
Consumer Perception
Exposure-random or deliberate
Attention- low/high
involvement
action
Exposure
12
Perceptual Principles
familiarity
proximity
similarity
perceptual
sets
continuity
and closure
13
Factors influencing the nature perception
Stimulus factors
Personal
factors
situational
factors
Business and Marketing Application of
Perception
•Perception affect the consumer decision process
•It affect communication, packaging, price, channel
and service quality
•It influences attitudes and influences on the
consumer
•Branding of products and services
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Elements/principles of learning
Cues
motivation response
Reinforcement
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Principles/elements of learning
• For learning to take place the following must present
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Principles/elements of learning
• RESPONSE
• This is the mental or physical activity customers make in
reaction to stimulus situation. Appropriate responses to
particular situation are learned over time through
experience in facing that situation.
• Motivation-
• this is what spur consumers to learn. When consumers are
have a need for a product of service they are motivated to
learn. The level of motivation determines the search for
knowledge
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PRINCIPLES AND ELEMENTS OF
LEARNING
REINFORCEMENT
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Classification of Learning
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Learning theories
1. The connectionists also known as behavioral
learning or stimulus response learning stress
that what people learn is connection between
stimuli and responses, which can be
subdivided depending upon the type of
conditioning employed.
2. The cognitive school, on the other hand,
argues that people learn by discovering
patterns and insights as well as information
processing.
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Learning theories
Classical
conditioning
Connectionist
theories
Operant
Learning conditioning
theories
Information
cognitive
processing
28
Connectionist theories
• Theconnectionist school maintains that people learn
by developing the connections between a stimulus
and response. Hence, the association between a
stimulus and a response is the connection that is
learned.
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Classical conditioning
• This is the type of learning by association in
which a response elicited by one object will be
elicited by the second one if the two are
paired together.
• That is when an unconditioned stimulus is
paired with conditioned stimulus it produces
the same result as unconditioned stimulus.
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Operant conditioning
• This is the form of learning in which the
consequences of behavior leads to the
probability of future occurrence
• It dwells on reinforcement- when a behavior is
positively reinforced it is likely to be repeated
but when it is negatively reinforced it is
unlikely to be repeated
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Cognitive learning/information processing
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Cognitive learning
Sensory input
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learning applications
• Extinction-
extinction occurs when the reinforcement for
the learned response is withdrawn. E.g. when adverts
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stop.
Learning Applications
•Stimulus generalization- this is when a response
to one stimulus is elicited by a similar but distinct
stimulus. E.g. brand extension
•Stimulus discrimination– the process of learning
to respond differently to similar but distinct
stimuli. E.g. distinguishing your brand
•Learning by association and rewards for
customers.
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Learning Applications business
•Relationship marketing
•Licensing and franchising
•Branding and brand extensions
•Recognition and recall-eg evoked set
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Motivation
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Characteristics of motivation
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A model of consumer motivation
process
Drive
Unfulfilled Deficiency Goal
towards a Behavior
needs or tension fulfillment
goal
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Theories of motivation
•The are several theories of motivation eg
•A trio of needs theory by A group of Psychologists
mainly Henry Murray (1938), David McClelland
and John Atkinson (1978) believe that there is a
trio of basic needs. These are need for power,
affiliation and achievement.
•Maslow’s hierarchy of needs theory
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Motivational Theories- Maslow’s theory
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Maslow’s Theory
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4. Esteem Needs
• Maslow noted two versions of esteem needs, a lower one
and a higher one. The lower one is the need for the
respect of others, the need for status, fame, glory,
recognition, attention, reputation, appreciation, dignity,
even dominance. The higher form involves the need for
self-respect, including such feelings as confidence,
competence, achievement, mastery, independence, and
freedom.
• The negative version of these needs is low self-esteem
and inferiority complexes
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• Self-actualization
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Types of motivation
• Extrinsic
motivation: This refers to what was done to
or for people to motivate them. This relates to
tangible rewards such as salary and fringe benefits,
security, praise, promotion, punishment, work
environment, conditions of work etc. these are
largely determined at the organisational level, and so
may be largely outside the control of individual
managers
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Applications of motivation
• segmentation, targeting & Positioning- Maslow's theory
can be applied for segmentation. Because consumers are
found at each level of the hierarchy with specific needs
that can be met