Consumer behaviour CONCEPTS

Consumers form new attitudes & change existing ones as a result of new strong information (COVID e commerce).

Formation of attitude: Attitude –Behaviour Gap reduced for online purchases. (pre-
•NEED FOR COGNITION during COVID: COVID: its easy ,comfortable but didn’t buy online)
• Consumers are forming positive attitude in Q. How did it the attitude and reason behind it (motivations)
response to steps been taken by Amazon, swiggy change?
for non contact delivery and sanitization. FMCG: Ego Defensive approach: people tend to protect
• SITUATION FACTORS- low human intervention is sought themselves from self doubt and opt for security and confidence. Ex:
for . Gulab Jamun and HaldiRams. Local Shop Gulab Jamun and Haldiram’s packed Gulab Jamun .
Value Expressive Approach : ITC rechristens confectionery
TRI COMPONENT MODEL: A2B in COVID times brand Jelimals as ‘Jelimals Immunoz (vit C and Zinc added –to boost
immunity in children).
Knowledge function appraoch : Nutraceuticals. Some instances
of Nutraceutical products are Probiotics, Fortified energy drinks,
Vitamins and Minerals etc. The category is positioned in between Food
COGNITIVE & Beverages and Pharmaceuticals ex: Chavanprash, ITC wonderz milk
(packed,
human
intervention,he
in kerala in 2019.
althy)
E shopping: Utilitarian approach : Going out spread Virus,
online shopping would protect one form virus.
ELABORATION LIKELIHOOD MODEL: Majority of Cosumers make
CONATIVE
low involvement purchases because they are tired of locked down
(intent to
buy)
scenario. Thus Peripheral route to persuasion would change their
attitude.(visual cues like wearing gloves, mask, COVID proof sealing)

AFFECTIVE
(trust
brands for
hygiene
factors)