Consumer as an Individual

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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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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Selection

Organization

Interpretation


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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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Consumer as an Individual

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