All frameworks in ConB

PPTs 1-13

Process of Marketing Planning &

Consumer Behavior

Overall Model Of Consumer Behavior

Input

Process

Firms
Marketing
Efforts

Socio-Cultural
Environment

Individuals
Psychological
Field

Consumer
Decision
Making
Process

External
Influences

Consumer
Decision
Making

Experience

Purchase
Output
Post-purchase
Evaluation

Output

Involvement and Types of Decision

Making

The Process of Problem Recognition

Non-marketing Factors Affecting

Problem Recognition

Categories of Decision Alternatives

Information Sources for a Purchase Decision

Influencing Factor

Sub Factor

Impact

Market Characteristics

No of alternatives

Increase

Price Range

Increase

Store concentration

Increase

Information availability

Increase

Price

Increase

Differentiation

Increase

Positive products

Increase

Learning & experience

Decrease

Shopping Orientation

Mixed

Social Status

Increase

Age & Household Life cycle

Decrease

Product Involvement

Mixed

Percieved Risk

Increase

Time availability

Increase

Task

Mixed

Surroundings

Increase

Product Characteristics

Consumer Characteristics

Situation Characteristics

Information Processing for

Consumer Decision Making

Post-purchase Consumer Behavior

Disposition Alternatives

Customer Satisfaction
Outcomes

Will a satisfied customer be ready to pay more or stay

even after the charges are increased ?

Dissatisfaction Response

Methods of Measuring Consumer Satisfaction

Complaint & suggestion system
Customer satisfaction surveys

Likert type scales

Semantic Differential scales

Ghost shopping
Lost Customer analysis
For product & service features:

Laddering
Critical Incidence technique

Interaction of Self-Concept
and Brand Image

Measurement of Lifestyle
Lifestyle Studies

Can be used as a general

measure, but most
commonly used to measure
a specific product or activity.

Attitudes
Values

Activities and Interests General lifestyles can be

used to discover new
Demographics
product opportunities.
Media Patterns
Specific lifestyle analysis
Usage Rates
may help reposition existing
brands.

Lifestyle and the Consumption Process

VALS
Lifestyle
System

Consumer Motivation
Involvement
and
Affect

Actual
State
Need
Recognition

Stimulus

Drive
State

Goaldirected
Behavior

Incentive
Objects

Desired
State

Motivation: An activated state within a person that leads to goal-directed

behavior. It is the reason for behavior.
Motive:

An unobservable inner force that stimulates and compels a

behavioral response and provides specific direction to that response.

Latent and Manifest Motives

Motivation Research
Techniques

Dimensions of Brand Personality

The Role of Learning

Learning Theories and Involvement

Summary: Learning Theories & Involvement

The Psychology of Learning (Tony Buzan)

The human brain primarily remembers the following:
Items from the beginning of the learning period (the
primacy effect)
Items from the end of the learning period (the recency
effect)
Any items associated with things or patterns already
stored, or linked to other aspects of what is being learned
Any items which are emphasized as being in some way
outstanding or unique
Any items which appeal particularly strongly to any of the
five senses
Those items which are of particular interest to the person

The Impact of Repetition

Seven Sins of Memory

What Implications do they have for Marketing, Sales & Advertising

Attitude
It is a learned predisposition to respond in a
consistently favorable or unfavorable
manner with respect to a given object.
Functions of Attitude:
1. Knowledge function
2. Value expressive Function
3. Utilitarian Function
4. Ego-defensive function

Process of Attitude Formation

Theory of Planned Behaviour

Behavioural
Beliefs and
Outcome
evaluations

Attitude

Normative beliefs
and Motivation to
comply

Subjective
Norms

Control beliefs and

Perceived
Felicitation

Perceived
Behavioral
Control

Intention

Behaviour

TAM II

TAM 2 Venkatesh & Davis 2000

Measuring Attitude Components

Cognitive Component (Measuring Beliefs about

Specific Attributes Using the Semantic Differential Scale)

Diet Coke
Strong taste

Mild taste

Low priced

High priced

Caffeine free
caffeine

High in

Distinctive in
in taste to
taste

Similar

most

Measuring Attitude Components

Affective Component (Measuring Feelings about Specific
Attributes Using Likert Scales)
Neither
Agree
Strongly
nor
Strongly
Agree
Agree Disagree Disagree
I like the taste of Diet Coke.
Diet Coke is overpriced.

Disagree

Caffeine is bad for your health.

I like Diet Coke.

Measuring Attitude Components

Behavioral Component (Measuring Actions or Intended Actions)
The last soft drink I consumed was a ___________________.
I usually drink________________soft drinks.
What is the likelihood you will buy Diet Coke
the next time you purchase a soft drink?
Might buy
Probably will not buy
Definitely will not buy

Definitely will buy

Probably will buy

To Change Attitude:
Change the Cognitive Component
Change Beliefs
Shift Importance
Add Beliefs
Change Ideal

Change the Affective Component

Classical Conditioning
Affect toward the ad or website
Mere exposure

Change the Behavioral Component

Reciprocity

Door-in-the-face technique (big request first - target

refuses, then the communicator concedes by
asking for a small favor -target agrees)
Scarcity - one-day offer, two-days sale, must suggest
better value
Authority - expert endorsers
Commitment - make the target commit to some small thing
Foot-in-the-door technique (small request first)

Low-balling - to commit to an attractive option first

(car deals)

Even-a-penny-will-help technique
Liking/compliments - persuasion by favorite or/and similar
endorsers
Social validation -statistical advertisements(85 % of the
population)

The Elaboration Likelihood Model

Attitude towards an Ad
Attitude towards
an Ad
Attitude towards
a Brand

The Role of the Situation

Typology of Service Encounters

Visual Merchandising in Store

Experience

ATTRACT
SPACES WHERE

THE CUSTOMER

DECOMPRESS
ONCE INSIDE THE STORE,
THE AMBIENCE SHOULD
BE COMFORTING &
FRIENDLY

INVOLVE/

ENGAGE

CONNECT/
ESTABLISH

INTERACT

GETTING TO KNOW THE

WHERE THE CUSTOMER

PLACE WITH LOT OF

Welcoming &
THE PLACE.

KNOW WHAT THE

Relaxing

PRODUCT BETTER &

Buying areas
Merchandise display

Faade
See
through

Space Treatment
Comfortable

Promotions

Entrance
spaces

Natural elements

Thematic displays

Buying areas

Brand Recall value

RELATE MORE

Customized Service

Merchandise display

Trial rooms

Promotions

atmosphere
Shelf talkers

Thematic displays
Visual graphics

seating
Window displays

BACK TO THE STORE

INTEREST /CURIOSITY

atmosphere

STORE IS ABOUT

THE REASON WHY

YOU WANT TO COME

GETTING TO KNOW
GETS TO KNOW THE

GETS CURIOUS TO

BELONG

Unusual display

Unusual display

Loyality Benefits

Marketing Strategy Based

on Decision Sequence

Class Discussion
How would you measure the image of a retail outlet?
Does the image of a retail outlet affect the image of the
brands it carries? Do the brands carried affect the image
of the retail outlet?
Dimension of Store Image:

Merchandise
Service
Clientele
Physical facilities
Convenience
Promotion
Store atmosphere
Institutional
Post-transaction

Dimension of Online retailer

Image:

Usefulness
Enjoyment
Ease of Use
Trustworthiness
Style
Familiarity
Settlement

Store Atmosphere