Strategic Marketing Unit 3 (Chapter 3)

Consumer BehaviourCHAPTER 3

Which Brands do you associate with the following songs:

WHY DO I USE CERTAIN BRANDS?

WHY DO I REMEMBER CERTAIN ADVERTISEMENTS?

WHY DO I BUY WHAT I BUY?

EED…

What Influence Consumer Behaviour (pg. 55)

MOTIVATIONINDIVIDUAL FACTORS

WHAT IS….

Motivation is what Motivation is what moves people to moves people to

actionaction.Motives: psychological drive or

urges that compel individuals towards actions that satisfy their

needs.

Needs lead to motives and a motive is a need sufficiently stimulated to move an

individual to seek satisfaction.

NEED GAINED AVOIDEDSelf-Actualization

Creativity, accomplishment

Unfulfilled potential

EsteemPride, recognition, prestige

Failure, inadequacy

Social Acceptance, popularity

Rejection, embarrassment

Security Safety, protection

Loss, danger, fear

Physiological

Health, comfort

Sickness, discomfort

Positives and Negatives for Each Need (Based on Maslow)

Economic & Emotional Motives (pg. 59)

EconomicEconomic EmotionalEmotional

PERCEPTION

The Perception The Perception ProcessProcess

STAGE 1STAGE 1EXPOSUREEXPOSURE

The Perception The Perception ProcessProcess

Size & IntensitySize & IntensityEXPOSUREEXPOSURE

Analysis of 86 000

ads

The Perception The Perception ProcessProcess

Colour and MovementColour and MovementEXPOSUREEXPOSURE

Colour 40% more

noticed than B&W

The Perception The Perception ProcessProcess

IsolationIsolationAttentionAttention

‘White Space’• Magazines• Radio• Television

STAGE 2 [ATTENTION]STAGE 2 [ATTENTION]IsolationIsolation

STAGE 2 [ATTENTION]STAGE 2 [ATTENTION]IsolationIsolation

Subliminal Perception

James Vicary superimposed two messages, “Drink Coca-Cola” and “Eat Popcorn,” for 1/3000 of a second every five seconds over a movie to report that Coke sales increased 58% and popcorn sales rose 18%. His experiment

and results were published in magazines like, Nation, New Yorker, and Saturday Review.

The Perception The Perception ProcessProcess

STAGE 3STAGE 3InterpretatioInterpretationn

The Perception The Perception ProcessProcess

STAGE 3STAGE 3InterpretatioInterpretationn

LEARNING INDIVIDUAL FACTORS

Elements of Elements of LearningLearning

ReinforcementReinforcementRepetitionRepetition

ATTITUDE INDIVIDUAL FACTORS

Think about a product that you

know and have a positive feeling

towards, but you do not

necessarily buy the product...

Attitude Change (pg. 65)The marketer can influence consumer attitudes by:

Changing consumer beliefs of a brand.

Changing consumers’ behaviour towards a product.

Adding new beliefs. Strengthening beliefs.

Change Consumer

Beliefs

Add new beliefs

Strengthen Beliefs

PERSONALITY

Will THIS GUY drive

a Mercedes or BMW?

Will THIS GUY drive

a Mercedes or BMW?

Will THIS GUY drive

a Mercedes or BMW?

LIFESTYLE

FAMILYGROUP FACTORS

Family

Cultural GroupsGROUPFACTORS

What is Culture?

Culture refers to the system of shared beliefs and behaviours in a society that are learnt and transmitted from

generation to generation.

Social Class

These are groups of people who have the same social

standing in society and who show similar behavioural

patterns.

Marketing implications of social class:

Reference Groups

Membership Groups

Automatic Groups

Negative Groups

Page 70-72The Buying Decision Process.

Types of Decisions (pg. 70)

Phases in consumer decision-making

Consumer Decision Making Process

1. NEED RECOGNITION Routine vs.

Emotional Importance of the

need Desired vs. Actual

2. INFORMATION SEARCH

Search for Alternatives

Sources of Information

125

Consumer Decision Making Process

3. EVALUATION Evoked Set Attributes of Interest

4. PURCHASE Best alternative

126

Consumer Decision Making Process

5. POST-PURCHASE EVALUATION

Customer Satisfaction?

Cognitive Dissonance

Class Assignment for Unit 3

SUBMISSION: WEDNESDAY, 18 FEBRUARY 2015

Blogs to Visit… http://www.forbes.com/sites/jacquelyns

mith/2013/12/17/the-most-unforgettable-ad-campaigns-of-2013/

http://www.forbes.com/sites/jacquelynsmith/2013/12/17/the-most-unforgettable-ad-campaigns-of-2013/

http://www.entrepreneur.com/article/233207

http://webneel.com/best-advertising-campaign

Read through Chapter 4

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