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7/29/2019 Consumer as an Individual
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CONSUMER AS AN INDIVIDUAL
SUBMITTED TO:
MISS. ANSHU BHAGYA
SUBMITTED BY:
DEEPA SADANI
SONAL PESWANI
DIVYA MULANI
PRIYANKA RAMRAKHIYANI
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CONSUMER PERCEPTION
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Perception
The process by which anindividual selects, organizes,
and interprets stimuli into ameaningful and coherentpicture of the world
How we see the worldaround us
Sketchers
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Elements of Perception
Sensation
Absolute threshold
Differential threshold
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Sensation
The immediate and direct responseof the sensory organs to stimuli
A stimulus is any unit of input toany of the senses.
The absolute threshold is the lowestlevel at which an individual can
experience a sensation.
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Differential Threshold
Minimal difference that can bedetected between two similarstimuli
Also known as the just noticeabledifference (the j.n.d.)
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Aspects of Perception
Selection
Organization
Interpretation
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Aspects of Perception
Selection
Organization
Interpretation
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Perceptual Selection
Consumers subconsciously are selectiveas to what they perceive.
Stimuli selected depends on two major
factors Consumers previous experience
Consumers motives
Selection depends on the Nature of the stimulus
Expectations
Motives
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Aspects of Perception
Selection
Organization
Interpretation
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Aspects of Perception
Selection
Organization
Interpretation
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Interpretation
PhysicalAppearances
Stereotypes
First Impressions
Jumping toConclusions
Halo Effect
Positive attributes ofpeople they know tothose who resemblethem
Important for model
selection Attractive models are
more persuasive forsome products
Perceptual Distortion
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ATTITUDE
Consumer as an individual
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ATTITUDE
If a person gets his attitude toward moneystraight, it will help straighten out almostevery other area in his life.
If you don't like something, change it. If youcan't change it, change your attitude.
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DEFINITION OF ATTITUDE
A predisposition to evaluate an object orproduct positively or negatively
Attitude is lasting because it tends to endureover time.
Attitude has three component: belief , affectand behavioural intentions.
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Attitude Change Strategies:
Changing attitudes is generally very
difficult, particularly when consumers
suspect that the marketer has a self-serving agenda in bringing about this
change (e.g., to get the consumer to
buy more or to switch brands).
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Functional theory of Attitude
Utilitarian function : related to the basicprinciples of rewards and punishment.
Value expressive functions : attitude thatexpress consumers central values or selfconcepts.
Ego defensive function : formed to protectconsumers external threats or internalfeelings.
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Ego defensive function : formed to protect
consumers external threats or internalfeelings.
Knowledge function : attitudes formed as theresult of the need for order , structure , ormeaning .
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Levels of commitment to an attitude
Lowest level : this attitude is formed as ithelps in gaining rewards or avoidingpunishment.
Identification: formation of attitude in orderfor the consumer to be similar to anotherperson.
Highest level: deep seated attitudes whichbecome part of a consumers value system .
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THE TRI COMPONENT ATTITUDE MODEL
COGNITION AFFECTION CONATION
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THE ABC MODEL
AFFECT : how a consumer feels about anattitude object.
BEHAVIOUR: The consumer s inttention todo something with regards to an attitudeobject.
COGNITION: the beliefs a consumer has
about an attitude object
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MEANING
THE PERSON BY WHICH PERSON ACQUIRETHE PURCHASE ANDCONSUMPTION,KNOWLEDGE,ANDEXPERIENCE WHICH THEY APPLY TOFUTURE RELATED BEHAVIOUR IS CALLEDCONSUMER BEHAVIOUR.
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IMPORTANT ASPECTS
Learning involves a change inbehaviour,though this change is notnecessarily an improvement over previousbehaviour.
Learning is a process which continuouslyevolves and changes as a result of newly
acquired knowledge.this consumer learningcan occur with increased knowledge basedon getting imformation from reading
magazines or articles or books,throughobservation from thinkin or from
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ELEMENTS OF LEARNING
PROCESS
MOTIVATION
DRIVE
CUES
RESPONSE
REINFORCEMENT RETENTION
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TYPES OF LEARNING PROCESS
Routines: many of the consumer behaviour occurs
without the involvement of extensive
consideration and reflection like-shopping in a
departmental store, have a snack at the restaurant,going out for a movie with friend and so on.such
forms of consumption are routine in nature.
As customers we are bombarded with a multitude
of products and services at the market place.but
one learns to adapt and respond to the
environment through the various mechanisms of
learning.
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Mechanisms of learning
Cognitive learning
Classical conditioning
Instrumental conditioningModeling
Classical conditioning describes behaviour as a
learned process by repetitive associationbetween a stimulus and response.
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About marketers
Marketers have been using T.V.as a mediumto communicate through ads, about theirbrands, to consumers. Today withcompetition having increased manifold, thecriteria for measuring ad effectiveness hasmoved from measures of association to
measuring a change in the consumerspsychological set.
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Consumer memory
Marketers are interested in learning abouthuman memory because it will help them toknow how consumer process information andthen act up on it while taking purchasedecision.
In order to work upon the information or
process it, the relevant information has to beretrived from inactive long memory andbrought in to active short term memory.
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