Lecture 8 (Consumer Behavior)
-
Upload
vijay-kundeti -
Category
Documents
-
view
34 -
download
0
description
Transcript of Lecture 8 (Consumer Behavior)
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 1/18
Are You Ready?
• Brief Write-up of Case – PreetiMeets Venkat Through Shaadi.com
in the booklet only• Practical Notebook - Specify about
the consumer profile of the target
consumer
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 2/18
RECAP
• CONSUMER DECISION MAKINGPROCESS
• MASLOW’S NEED HIERARCHY
THEORY
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 3/18
LEARNING OBJECTIVES
• To understand the consumerdecision making process
• To explore the psychologicalprocesses involved in consumerdecision making
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 4/18
Individuals Products
Brands
Companies
OrganizationsRetailers
Media
Media
Retailers Organizations
Companies
Brands
ProductsIndividuals
Ads
Consumer Attitudes Focus on Objects
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AttitudesToward:
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 5/18
CASE
• What beliefs did Venkat andPreethi hold regarding online
matrimonial portals? What wastheir attitude towards Shaadi.com?Why?
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 6/18
Change perceptions or beliefs abouta competing brand
Add a new attribute to theattitude formation mix
Change perceptions of the
value of an attribute
Change beliefs about an important attribute
Add a new attribute to theattitude formation mix
Change perceptions of the
value of an attribute
Change beliefs about an important attribute
Ways to Change Attitudes
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 7/18
Adding Attributes Changes Attitudes
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 8/18
Purchase Decision and Evaluation
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integration
processes
Pre-
evaluation
Heuristics
Affectreferral
decision rule
Decision
Purchase
intention
Brand loyalty
Post
evaluation
Satisfaction
Cognitivedissonance
Dis-satisfaction
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 9/18
Conditioning
Based onconditioning
through
association or
reinforcement
Thinking
Intellectualevaluation
comparing
attributes with
values
ConditioningThinking
How Consumers Learn
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Modeling
Based onemulation
(copying) of
respected
examples
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 10/18
Unconditionedstimulus(grapes)
Conditionedstimulus(Lancôme
moisturizer)
Unconditionedresponse
(fresh and moist)
Unconditionedstimulus(grapes)
Conditionedstimulus(Lancôme
moisturizer)
Unconditionedresponse
(fresh and moist)
Classical Conditioning Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Association develops throughcontiguity and repetition
Conditionedresponse
(fresh and moist)
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 11/18
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 12/18
Increase or decreasein probability ofrepeat behavior
(purchase)
Positive or negativeconsequences occur
(reward orpunishment)
Positive or negativeconsequences occur
(reward orpunishment)
Instrumental Conditioning Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Behavior(consumer uses
product or service)
Behavior(consumer uses
product or service)
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 13/18
Schedule of Reinforcement
• Continuous
• Intermittent
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 14/18
CASE
• What communication factors seemto be reinforcing purchase
decision? Do you think consumerswould experience cognitivedissonance after subscribing to
Shaadi.com? Visit Shaadi.com’swebsite and identify ways in whichit may be trying to alleviate anypossibility of cognitive dissonance
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 15/18
Purposive behavior
Insight
Goal achievement
Goal
Insight
Purposive behavior
Goal
Cognitive Learning Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 16/18
Culture Subculture
Social class
Referencegroups Situational
determinants
Culture Subculture
Social class
Referencegroups
External Influences on Consumer Behavior
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
7/18/2019 Lecture 8 (Consumer Behavior)
http://slidepdf.com/reader/full/lecture-8-consumer-behavior 17/18
CASE
• Based on the case, identify thevarious cultural and social factors
that influence the decision ofmatchmaking through onlinematrimonial portals.