CONSUMER BEHAVIOUR

IDBIUDAYAN

DAVID ANTONY RAJRAJAMUTHUKARPAGAM

AROUSAL OF MOTIVES Cognitive.

SELF IMAGE Ideal self image.

UNCONDITIONAL STIMULUS:◦ Banking for all (now), Not just for big boys

CONDITIONAL STIMULUS:◦ IDBI Bank

CONDITIONAL RESPONSE◦ To create awareness about IDBI

CLASSICAL CONDITIONING

To open the minds of consumers towards Idbi.

Getting known about the new product.

Positive Reinforcement.

CUES, RESPONSE AND REINFORCEMENT

As IDBI is in banking sector it comes under the selling concept.

ISOLATION

SELLING CONCEPT

EXPOSURE----Moderate ATTENTION---High

INTERPRETATION---High

MEMORY-------Long term memory

PURCHASE AND CONSUMPTION BEHAVIOUR: Go for the product

CONSUMER PERCEPTION

MAINTANENCE REHEARSAL(REPITITION)

Stimulus is repeated again and again with the attributes added to it .

This transfers the stimulus into the long term memory so making the prospects educated about the brand.

Memory- Long-term memory

MEMORY

SEMANTIC MEMORY: Is the basic knowledge and feeling an

individual has about a product and here consumers remember Idbi bank is now open to all.

LONG TERM MEMORY

TELEVISION ADS ADS IN ECONOMIC TIMES

COMMUNICATION MEDIA

REFERENCE GROUP Comparative Group as neighbor, affluent or educated friend

will be influencing as in choosing the product. Membership

Aspirative Reference Group: Customers are longing to join the particular group.

Types of contact

Primary Group: As it is related to finance customers trust only the people who have frequent contact with them.

METAPHOR ANALYSIS

Most of visuals and limited verbalize as visual communication is most powerful.

MOTIVATION: Moderate

Inner directedness.

Optimum Stimulation Level-High

SOCIAL CHARACTER

Cognitive component: customer believes IDBI as a

reputed bank and information is passed that is open to all now.

Need for cognition: High As customers after

hearing IDBI is open to all crave information about the product.

STRUCTURAL MODELS OF ATTITUDES

Is high towards banking It is brought down from this stimulus.

DOGMATISM

RELATIVE ADVANTAGE Brand Image, catering to all segments & enters into long term memory.

COMPATIBILITY

Customer needs quality service at affordable cost which is now done in IDBI

COMPLEXITY Low

TRIALABILITY No (They can bank with Idbi directly)

OBSERVABILITY Services offered to other customers can be observed .

CHARCHTERISTICS THAT INFLUENCE DIFFUSION

Satisfaction

Trust on the brand

Word of mouth

Commitment

POST PURCHASE BEHAVIOR

Separate retention department to solve the problems consumer face.

POST PURCHASE DISSONANCE

THANK YOU!!!!