Consumer needs

• Biological needs
• Supplementary needs
• Psychographic needs
• Fantasy needs
Individual determinants of
consumer behaviour
 Characteristics Needs
• Unlimited
• Unending
• Influential
 Consumer motivation
• A drive to satisfy needs and wants through
purchase and use of products and services.
Types of motivation
1. External motivation
2. induced motivation
3. Internal motivation
Maslow's hierarchy of needs
Mc Cellands theory
 Personality
• The dynamic organisation within the
individuals, of those psychological systems
that determine his unique adjustment to
environment.
• Extrovert
• Introvert
• Ambivert
 Nature of personality
• Individualistic
• Long lasting
• Adaptive
• Complex
• Marketing appeal
 Theories of personality
• Freudian theory
• Neo Freudian theory
• Trait theory
 Freudian theory

• According to Sigmund Freud, human personality is

complex and has more than a single component. In his
famous psychoanalytic theory of
personality, personality is composed of three elements.
These three elements of personality—known as the id,
the ego, and the superego—work together to create
complex human behaviours.
• Human mind consist of three layers:
• Conscious mind
• Unconscious mind
• Subconscious mind
 Neo Freudian theory

• Neo-Freudian psychologists were thinkers who agreed with

many of the fundamental tenets of Freud's psychoanalytic
theory but changed and adapted the approach to incorporate
their own beliefs, ideas, and opinions. Psychologist Sigmund
Freud proposed many ideas that were highly controversial,
but also attracted a number of followers.
• Alfred adler – goal to live by something they value the most.
• Karen horney-CAD ( compliant, aggressive,detached)
 Trait theory
• In 1936, psychologist Gordon Allport found that one English-language dictionary
alone contained more than 4,000 words describing different personality traits . He
categorized these traits into three levels:2
• Cardinal traits: Allport suggested that cardinal traits are rare, and dominate, usually
developing later in life. They tend to define a person to such an extent that their
names become synonymous with their personality. Examples of this include the
following descriptive terms: Machiavellian, narcissistic, Don Juan, and Christ-like.
• Central traits: These general characteristics form basic personality foundations.
While central traits are not as dominating as cardinal traits, they describe the major
characteristics you might use to describe another person. Terms such as "intelligent,"
"honest," "shy," and "anxious" are considered central traits.
• Secondary traits: Secondary traits are sometimes related to attitudes or preferences.
They often appear only in certain situations or under specific circumstances. Some
examples include public speaking anxiety, or impatience while waiting in line.
 Personality traits and its marketing
significance
• Openness to experience
• Conscientiousness
• Extraversion and introversion
• Agreeableness
• Neuroticism
 Product personality
• It gives symbolic meaning to a product.
• Marketers need not focus on the functional utility
of products but can also a step beyond in giving a
symbolic meaning to the product or brand.
• This helps consumers to associate themselves
with the symbolic meaning of the product i.e
product personality.
• E.g iphone, sony, bose, tata,maruti,
jaguar,bmw,AND, marks and spencer etc.
 Brand personality
• It is away of characterising the image of a brand
by giving it personal association as if it is an
individual using description like masculine,
adventurous, feminine, tradition safe or loyal.
• It include human character that marketers can
use:
honestly,responsibility,sincersity,adventurous,del
icate,friendly,smart,intelligent,dependant.
• E.g Thump up, raymond, dettol,lizon,mount dew,
 Self concept
• Self image means how a person understands or perceive
him/her. Self concept can be defined the individuals
belief about himself or herself.
Individual have mutiple selves instead of single self image.
e.g: a college student has number of identities outside the
classroom as son, daughter, as brother sister athlete class
project leader classmate, friend and so on.
Consumer purchase the products that they tink are best
their self-image self image plays an extensive role in
consumer analysis.
 Forms of self image
• Actual self image- own image in their mind
• Ideal self image- they want to see themself
• Perceptual self image-other people think
about them.
 Image Congruence
• When conumer self image matches with the
brand image, the result is image congruence.
• It affects in brand loyalty and improves
advertising effectiveness.
• E.g brand stand for freedom, adventure and
quest for discovering
• Internal- inner self image
• External- social , economic environment, status.
 Advantages of self concept
• Adjustment of self image
• Managing manpower
• Marketing strategy
• Advertising
 Consumer perception
• As a process by which individuals organise and
interpret their sensory impression in order to give
meaning to their environment.
Process of perception:
Exposure
Attention
Information
Evaluation
Interpretation/perception
 Features of perception
• Rational
• Intellectual
• Subjective
• Complex
 Learning
• The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behaviour.
• Types of learning :
• Intentional
• Incidental
 Characteristics of learning
• Alter behaviour
• Inconsistency in behaviour
• Standardised
• Intellectual
• continuous
 Attitude
• An attitudes are likes and dislikes
• Components of attitudes:
• Affective
• Behaviour
• congnitive
 Consumer attitude
• Favourable or unfavourable towards a product or
service based on information provided to him by
different form of media or marketing.
• Nature :
• Directed to wards characteristics
• Dichotomous
• consistent/orderly
• Learned
• Inferential
 Attitude formation and change
• Consumer attitude cannot be formed or alter
• It is a result of various internal and external
factor resulted from needs , wants, personality
and learning .
 Factors responsible for the formation or change of consumer
attitude

• Experiences
• Influencers
• Mass media
 Theories of learning
• Learning is a process of adding new
information for kownledge.it is a continuous
process.
• Theories of learning :
• Conditioning
• Cognitive
• Social learning
 Conditioning theory
• Classical conditioning: There is a bell that rings before the
lunch break in the classroom. Students learn to associate
sound of the bell with food just like Pavlov dogs. Especially,
if the kids are hungry and if they like the food that day (say
pizza day) then sound of the bell is enough to cause them
to have watery mouth
• Operant conditioning:Positive reinforcement
describes the best known examples of operant
conditioning: receiving a reward for acting in a certain way.
Many people train their pets with positive reinforcement.
 Cognitive theory
• The assumption of cognitive theory is that
thoughts are the primary determinants of
emotions and behavior. Information
processing is a common description of this
mental process. Theorists compare the way
the human mind functions to a computer.
 Social learning theory
• It was given by albert bandura. He agrees with
behaviourist learning theories of classical
conditioning and operant condition. But he added
two more important ideas to these theories :
• Mediating processes occur between stimuli and
responses: attention, retention, reproduction,
motivation.
• Behaviour is learned from the surrounding with
observation l.earning component s of attitude