1. UNIT 2
Consumer behavior

2. Consumer Decision Making
Consumer – A Decision Maker
Market Knowledge
Social & Cultural factors
Passive Decision Makers
Cognitive or Thinking Decision makers
Role of Moods & Emotions
Difference Between Product Involvement & Purchase Involvement ??

3. Consumer Decision-Making Process
Problem Recognition
Information Search
Alternative Evaluation & Selection
Purchase
Post-Purchase Behaviour

4. Types Of Consumer Decisions
Habitual Decision Making
Low Purchase Involvement
Brand Loyal & Repeat Purchase
Limited Decision making
Evaluates Limited Alternatives
More on Internal info search , Less on External factors( product attributes, Discounts)
Extended Decision Making
Evaluate Large no. of Alternatives
High Purchase Involvement
Quite Complex

5. Problem Recognition Process
Individual Variables & Environmental Variables
Desired State
Actual State
Consumer Problem Recognition
Consumer Action
No Consumer Action

6. Identifying Consumer Problems
Activity Analysis
Product Analysis (LG Microwave Oven)
Problem Analysis

7. Information Search Determinants of Information Search
Market Characteristics
Product Characteristics
Consumer Characteristics
Situation Characteristics

8. Evaluation of Alternatives
Inert Set
Inept Set
Consideration Set

9. Strategies Adopted By Marketer(Pg.No.244avd)
INSIDE CONSIDERATION SET
Habitual Decision Making(MaintenanceStrategy)
Limited Decision Making(Capture Strategy)
Extended Decision Making(Preference Strategy)
OUTSIDE CONSIDERATION SET
Disrupt Strategy
Intercept Strategy
Acceptance Strategy

10. Alternate Evaluation & Selection
Affective Choice (Stereo, Saree)
Evaluative Criteria- Emotional association Based
Attribute Based Choice (Stereo/Mobile)
Attitude Based Choice (General Attitude, Impressions)

11. PURCHASE & POST-PURCHASE

12. WHAT IS MOTIVATION ?
“Stimulation of any emotion or desire operating upon one’s will & prompting or driving it to an action”

13. Fulfillment of goals or needs
Process of Motivation
Learning
Cognitive Processes
Unfulfilled Needs
Tension
Drive
Behaviour
Fulfillment of goals or needs
Reduction in Tension

14. Types of Motives Biogenic Motives( air, food, water,etc)
Psychological Motives(Self-esteem,power,affiliation)
Utilitarian Motives(Utility product)
Hedonic Motives (Chandelier)
Conscious Motives(GOLF)
Unconscious Motives

15. Theory of Motivation : Maslow’s Hierarchy of Needs

16. Marketing Applications(Schiff pg no 104)
Segmentation & Promotion
TRIO OF NEEDS –
Power
Affiliation
Achievement

17. Marketing Strategies Based on Motivational Conflict
Approach-Approach Motivational Conflict
Approach-Avoidance Conflict
Avoidance-Avoidance Conflict
MARKETING STRATEGIES ON-
MOTIVE COMBINATION
SELF IMAGE

18. Perception
“Process by which the individual selects, organizes & interprets stimuli into meaningful & coherent picture of world”

19. Elements of Perception
Sensation (Merc, Bakery, Raymond)
Absolute Threshold (Jingle)
Differential Threshold or Just Noticeable Difference (JND) (Car/bike price hike)
Subliminal Perception

20. Process of Perception & Information Processing
Exposure
Stages of Perception
Attention
Interpretation
Memory
Purchase & Consumption Decision

21. Exposure
Selective Exposure, Selective Attention, Perceptual Defence, Perceptual Blocking
Measures by Marketeer – Colour Combinations, Frequency, Timing, Placement
Attention(Fevicol)
Depends on- Interest & need, Ability, Involvement)
Stimulus (Size n Intensity, color , position, Isolation, Design, Contrast, Info Overlaoding)

22. Interpretation (annual clearance sell)
Semiotics
Icon- Nescaffe
Index- Dettol, Cadbury
Consumer Imagery
- Alignment between self image & product image (Car)
ABSOLUTE THRESHOLD
Differential Threshold or Just Noticeable Difference

24. COMPONENTS of Perception (Schiff pg no 165)
Perceptual Selection
Perceptual Organization
Perceptual Interpretation