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Sanjay Saroj | 166150 | Session 5 to 8 Reflections | CB Section A

Dual Process theory enables us to understand the Consumer Decision Making by


highlighting on different cognitive styles. We respond to a stimulus through a
cognitive process and affect/emotion. Cognition phase is further divided into
1) System 1 [S1] (Heuristic Processing)
2) System 2 [S2] (Systematic Processing)
The difference between S1 and S2 is that the former happens instantaneously, and
involves thumb rules learned or perceived in memory while latter demands analytical
judgment and is slow, conscious and deliberate (in case of high involvement buying).
Information processing can occur by using S1 & S2 individually, in parallel or
sequentially.
Clusters of attributes can be associated with dual systems of thinking based on
consciousness, evolution, functional characteristics and individual differences to get a
holistic picture of S1 and S2 Information Processing.
Indian Consumerism pattern has been changing from 1996 due to westernization,
liberalization and various other factors, thus posing a difficulty to understand a
consumer and win over them. They are becoming materialistic. The New Indian
Consumers has modernity wrapped around the traditional core and thus are able to
add new dimensions without losing older values.
Consumer has a willingness to pay based on perceived value of the product. Thus,
company needs to influence that perceived value. For that we need to understand the
ritual & symbolism associated with the product and influence these aspects to climb
above the ladder of value as stated above.
When targeting a group we should consider both the cultural factors (sub culture,
social class, languages [which includes gestures, postures], Symbols, taboos, rituals)
and value dimensions (Individuals & Family, Society through Conformity, Success &
Growth and Age & Youthfulness). It is important to note that cultural factors create
the deepest influence on consumer behavior and thus it is of prime importance. Some
characteristics of culture could be group phenomena, gratifying & persistent (habits
which we are comfortable with), adaptive (dynamic), organized & integrated,
prescriptive (common understanding of the norms).
Culture evaluation can be done using frameworks:
1) Rokeach Value Survey (RVS) is one such framework wherein it is accepted
that values guides actions, attitudes, and judgments. These values thus can be
divided into Instrumental (relates to mode of conduct, influences product
choice criteria) and Terminal (relates to end states, influences brand choice
criteria).
2) List of Values: It is used to understand the relationship between values and
consumptions. The list of values includes factors like self-respect, security,
warm relationships, sense of accomplishment etc.
We need to understand the fact that Culture and value dimensions are key to
gaining competitive edge over competitors.