Professional Documents
Culture Documents
Dr.Prem Knowles
Module 1
INTRODUCTION TO CONSUMER
BEHAVIOUR
Consumer Behaviour
Concept of Consumer Behaviour
Social Factors
Reference Group
Family
Roles and Status
Personal Factors
Age and Stage in the Life Cycle
Occupation and Economic Circumstances
Lifestyle
Personality
Psychological Factors
Motivation
Perception
Learning
Beliefs
Attitudes
Important of Consumer Behaviour
Attitude
Culture
Lifestyle
Experience
Decision-Making
Product use/Complements
Application of Consumer Behaviour
Knowledge in Marketing Decisions
b)Personality
c)Values
d)Beliefs
Behavioural Segmentation
a)Occasions
b)Benefits
c)User Status
d)Quantity Consumed/Usage Rate
f)Loyalty Status
g)Attitude
Identification of Market Segments: The
Process of Market Segmentation
Decision-Making
Product Usage
Environmental Factors
Knowing and Predicting about Consumers`
Behaviour
Consumers` Perspective
Problems Faced by Indian Consumers
Absence of Leadership
Lack of consumer education
Difficulty in Spreading awareness about
consumers` rights
Difficult legal proceedings
Absence of implementation of legislation
New Consumption Patterns of Indian Consumer
Buying in Large Quantities
Occasional Affordable Buying
Lifestyle Trends
Adolescents as Prospects Customers
Gender Based Purchasing
Packaged foods v/s loose food
Working women as new target group
Traditional v/s modern food
Consumer Behaviour and Technological
Technology- stages of Transition
Pre-1800s: Traditional Shops
1800s: The birth of department stores
Late 1800s-mid 1900s: Mail order and
catalogues
1900s: Baby boom
Late 1900s: The Era of big box stores
2000s-Now: The internet age
Role of Information Technology in Consumer Behaviour
Market Analysis
Market Segmentation
Targeting
Marketing Placement
Features of Strategic Marketing
Freudian Theory
Id
Ego
Super Ego
Neo-Freudian Theory
Harry stack Sullivan
Karen Horney
Carl Jung
Trait Theory
Big five model
R.B. Cattel Theory
Determinants of Personality
Biological Contribution
Heredity
Brain
Physical features
Social Factors
Home Environment
Family Members
Social Groups
Culture Factors
Situational Factors
Physical Envirnoment
Personality and Consumer Behaviour: Influence of
Personality on Consumer Behaviour
Compliance, Aggressiveness, and Detachment
Generalised self-confidence
Self-Consciousness
Self-Monitoring
Self-Esteem
Rigidity
Tolerance of Ambiguity
Attention to social comparison information
Brand Personality
Introduction
Components of Attitudes
Cognitive Components
Affective Component
Behavioural Components
Attitude Formation
Classical Conditioning
Instrumental Conditioning
Cognitive Learning Theory
Sources of Influence on Attitude
Formation
Direct and Past experience
Direct Marketing
Exposure to Mass Media
Personality Factors
Direct Personal Experiences
Association
Social Learning
Change in Attitude
Factors Responsible For Attitude Change
Inherent Nature of Consumers
Personality Traits
Extrovert
Introvert
Social Influences
Family
Childhood Socialization
Social groups
Religion and Tradition
Lifestyles
Attitude Changing Strategies for Marketers
Changing The Basic Motivational Function
Linking the product with a special group, event or
cause
Resolving Two Conflicting Attitudes
Altering Components of the Multi-attribute model
Elaboration Likelihood Model
Change Evaluation
Encourage Attitude Formation based on Imagined
Experience
Changing Attitudes through information giving
Importance of Attitude
Sensation
Sensory Thresholds
Subliminal Perception
Factors Influencing Perception
Factors in the Perceiver (Internal Factors)
Needs and Motives
Self-Concept
Beliefs
Past Experience
Current Psychological State
Expectations
Factors in the target or Perceived (External Factors)
Size
Intensity
Frequency
Status
Contrast
Perceptual Distortion
Physical Appearances
Stereotypes
First Impressions
Jumping to Conclusions
Halo Effect
Communication
Introduction
Elements of Communication
Sender/Encoder
Message
Medium/Channels
Receiver/Decoder/Listener
Feedback
Communication Process
Source
Message
Perception
Channel
Receiver
Effect
Feedback
Noise
Methods of Communication: Kinds of
Promotion
Advertising
Sales Promotion
Personal Selling
Publicity
Public Relations
Direct Marketing
Word-of-Mouth
Online Marketing
Communication and Persuasion
Communication Strategy
Target Audience
Media Strategy
Message Strategies
Self-Image/Self-Concept
Introduction
Components of Self-Image
Real Self
Self-Image
Ideal Self
Looking-glass Self
Possible Selves
Types of Self-Image
Independent Self-Concept
Interdependent Self-Concept
Applications of Self-Image
Multiple-Selves and Branding
Brands, Actual Self, and Ideal Self
Reality to a State of Altered Reality
Brand Preposition for a Global Brand
Perception and its Significance for Brands
Life Style Analysis
Introduction
Characteristics of Lifestyle
Group Phenomenon
Pervades Different Life Aspects
Implies a central life Interest
Vary According to Sociologically Relevant Variables
Applications of Lifestyle Marketing
Technological Lifestyles
Outdoor Lifestyles
Status-Seeking Lifestyles
MODULE 5 & 6
NEURO MARKETING
What Is Traditional Marketing?
Neuromarketing is the study of the mind of the consumers with the help of
using medical technologies to study the response of the brain of the
consumer towards the marketing stimuli.
What is Neuromarketing?
Neuromarketing is new in the field of marketing and helps marketers to
research on the behavior of the consumer in order to improve the
marketing strategies that are applied especially in the field of selling and
advertising. It is first emerged and adopted in the year 2002 by the
advertising and marketing professionals.
Techniques used in neuromarketing strategies
Affective neuroscience
Behavioral neuroscience
Clinical neuroscience
Cognitive neuroscience
Computational neuroscience:
Cultural neuroscience:
Developmental neuroscience
Molecular and cellular neuroscience:
Neuroengineering
Neuroimaging:
Neuroinformatics:
Neurolinguistics:
Neurophysiology:
Neuromarketing research has revealed the following results
about all human beings:
• Humans are driven mainly by emotions, not logic (but we
justify our emotional signals with logical reasons)
• 95% of decisions are made subconsciously
• Avoiding pain is a stronger motivator than seeking pleasure
• Social norms such as reciprocity, authority and social proof
influence our behaviour
• Certain colours elicit a particular emotional reaction
• Visuals are processed more quickly than words
• Images of beautiful women, children, and puppies are
universally appealing
• Prices with round numbers (like £100) are processed more
easily, yet numbers like £99.99are perceived as a better deal
Sensory
The five Marketing
senses of sensory marketing
Sensory marketing applies to all five senses, although some types embrace every kind of
businesses whereas others are more sector-specific.
Visual marketing
Visual marketing is the most traditional type of sensory marketing. It’s the use of pictures,
videos and other kinds of visual arrangements to reinforce brand identity and communicate
more directly with customers. A picture is worth a thousand words: the human minds
processes images 60 thousand times faster than words.
Sound marketing
In the era of voice assistants, podcasts and Clubhouse, the audio dimension of experience is
increasingly gaining importance. Not only jingles: the right background music to the
consumer experience can have a groundbreaking impact.
Tactile marketing
Tactile marketing involves not only the touch & feel of a specific product, but also the whole
in-store physical experience. 75% of consumers say that they’d prefer to “feel” a product before
they buy it: on a subconscious level, every purchase is influenced by texture, shape, weight and
even temperature.
Taste marketing
Although fairly limited to the Food & Beverage field, taste marketing is
based on a scientific fact: the average person has over 10,000 taste buds,
that make taste an integrated experience also made of scent, suggestion
and memory. Sampling, dinner events, signature drinks, chocolate swag:
the campaign formats are potentially endless.
Olfactory marketing
The limbic system in the brain that is responsible for processing smells is
also in control of our memories and emotions: scent can not only bring a
memory to life, but also, on a practical level, attract more people into a
store and make them spend more money.
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Pros