The decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and

services.

 Customers STP Consumer

and Consumers

behaviour roles Application of Consumer Behaviour knowledge Marketing Concept

DIVERSITY OF CONSUMER BEHAVIOR: ROLE OF CONSUMER BEHAVIOR IN MARKETING STRATEGY

 Market Aggregation

Market Segmentation (criteria for effective segmentation:-

identifiable and measurable, accessible, substantial, responsive) Demographic Characteristics (population growth, changing age mix, shift in population, regional distribution, metro vs non-metro population, geodemographic clusters, education, style of expenditure, etc.) Limitations of demographics in predicting consumer behavior.

Techniques of Lifestyle Segmentation (AIOs, product usage,

media habits)

Perceptual Mapping

Actualizer

High resources High Motivation

Principle Oriented

Status Oriented

Action Oriented

Fulfilled

Achievers

Experiencer

Believers

Strivers

Makers

Struggler

Low resources Low Motivation

1. 2.

3.

Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into meaningful and coherent picture. The basic concepts that underlie the perceptual process are:Sensation The absolute threshold The differential threshold (JND and Webers Law) Subliminal Perception

Perceptual Selection: Perceptual Organization: Perceptual Interpretation: Physical Appearances Stereotypes First Impression Information Overload Halo Effect Selective Exposure Selective Attention Selective Distortion Selective Retention

Consumer Behavior---

 Elements 1. 2. 3. 4. 1. 2. 3.

of Learning Drives/Motivation Cues Response Reinforcement Learning Theories Classical Conditioning Theory Instrumental Conditioning Theory Cognitive Learning Theory

 Motivation

Turns you on Need Felt deprivation Motivation Process

Unfulfilled needs, wants, desires Tension DRIVE
Overt Covert Frustration Defense Mechanism --Aggression --Fixation --Compromise --Withdrawal

GOAL

 Defining basic strivings Identifying goal objects Influencing choice criteria Directing other influences

classification of Motives Physiological vs Psychogenic Conscious vs Unconscious Positive vs Negative Sources of Motive Arousal Physiological Arousal Emotional Arousal Environmental Arousal

Dimension of Involvement Antecedents Persons, stimulus/object, situational categories Moderating Factors Opportunity to process, Ability to process Involvement Properties intensity, direction, level of persistence Response Factors search, Information processing, decision/persuation

Attitude is learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way. Characteristics of attitudes Attitudes have an object Attitudes have direction, degree and intensity Attitudes have structure Attitudes are learned Sources of attitude Development Personal Experience Group Associations Influential others

Personality is the inner psychological characteristics that both determine and reflect how a person responds to his or her environment. The nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change

1. 2. 3.

4.

Freudian Theory:- Id, Ego, Superego Neo-Freudian Theory :- CAD Trait Theory:- Consumer Innovativeness, Consumer Materialism, Dogmatism, Ethnocentrism Jungian Theory:- ST, SF, NT, NF