CB and IMC

CONCEPTS

 Attitude  Cognitive

 Learning  Conative

 Belief  Affective

 Behavior
Consumer Purchase process

 What is it ?

 Why is it important to a marketer ?

 Adv implications
Problem recognition

 Need + motives ---- purchase

 Communicate the relevant motives

Search
 Information search :
 Own considerations
 External search
 Ability
 Motivation
 Level of involvement
 Need for cognition
 Level of shopping enthusiasm

 Cost vs benefit
3 modes of influencing the search process
Understanding how attitudes are formed
Link brand to values : care, love, pride, innovation
etc.
Cognitive mapping
Strengthen current linkage – motive : redundant
Modify linkage
Create a new linkage
 Would the type of buyer behavior make a difference ?
Types of Buying Decisions

High Low
Involvement Involvement
Significant
differences
between
brands
Few
differences
between
brands
Types of Buying Decisions

High Low
Involvement Involvement
Behavior Behavior
Significant Buying Seeking
differences
between
Complex Variety-
brands
Few
Behavior Behavior
differences Reducing Buying Buying
between Dissonance- Habitual
brands
What are Attitudes?

 Attitudes are a learned predisposition : involvement is high : learning

before attitude
 Attitudes have consistency
 Attitudes occur within a situation

 Attitude object
 Product
 Brand
 Thing place
 Individual
Evaluation of Alternatives

 Inept : not considered brands due to negative feelings

 Inert : aware and not + or – feelings towards the brands
 Evoked : considered brands
 The Evoked Set as a Subset of All
Brands in a Product Class
All
Brands

Known Unknow
Brands n Brands
(1)
Evoked Set Inept Set Inert Set
Acceptable Unacceptabl Indifferent Overlooked
Brands e Brands Brands Brands
(2) (3) (4)

Purchase Not
d Brands Purchased
Brands
(5)
Purchase decision
Trends in the consumer buying
environment
 Age complexity
 Gender issues
 Individualism
 Active busy lifestyles
 Shift from materialism to experience
 Cocooning
 Definition of a social life
 Size of family units
 Digital impact
 Change in consumer spending pattern : new avenues
 Emphasis on health
Routes of persuasion

 Central

 Peripheral
Buyer roles

 What
 Need
 Application
 Opinion leaders
 Reference groups
 Compulsive BB
 Innovation adoption
 Target Market Selection

 Criteria to select segments

 The organization’s ability to serve the segment in question
 The size of the segment and its growth potential
 The intensity of competition
Positioning
 POP vs POD
 POP – unique to the product category
 Offered by all brands in that category
 POD – unique offering of a brand
 Dimension should be desirable by the consumer
 Dettol vs Savlon – No sting
 POD choice
 desirable by the consumer
 Deliverable by the company
 Differentiating from competitors
 Crest Whitestrips were introduced in 2001.The product is used by placing a disposable plastic
 Possible side effects from Whitestrips usage include gum irritation and white spots on the teeth for a
few hours after use. Sensitivity can also temporarily occur.
 Whitestrips strip directly onto the teeth that contains an enamel safe whitening gel. It is reported to
be most effective on yellow and heavily stained teeth. Since 2010, the new '3D' range was
introduced. The new 'Advanced Seal' is a technological advancement from the older Crest
Whitestrips.
 The strips are now non-slip, and also whiten more teeth in the mouth with each strip being larger in
length.
 In India, sub-premium brand image
 Whitestrips are not for use by children under the age of 18. Each pack of Crest Whitestrips contains
four pairs of strips and, once a week is recommended usage for effective whitening of the teeth.
Each pack priced at Rs.800