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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