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THE CLOTHING    STORE
VALUES         TRADITION            VS          CHANGE
GROUPS REFERENCE GROUP - NORMATIVE INFLUENCE
IdentificationReference Group            Informational
CONVENIENCE   STORE
SALT-LOW INVOLVEMENT                        PRODUCTCAR-HIGH INVOLVEMENT      PRODUCT
PERCEPTION Steps of Perception    Exposure (Front shelf)    Attention (20% discount)    Interpretation (Purchase)
LEARNING                   Buy Keya      Like the scent   Purchase later 20% discount                instead of Lux      o...
SITUATIONAL  FACTORS              Spacious              Air-conditioned              Clean
BOOK STORE
LIFESTYLE            ACTION ORIENTED  STATUS               PRINCIPLE ORIENTED              ORIENTED
EMOTIONS  EMOTION AROUSAL        VS EMOTION REDUCTION
SHOPPING                              Fun                         Necessary                   Time Pass         Clothing  ...
ARTS ANDACCESSORIES STORE
MOTIVATION      NEED FOR   BELONGINGNESS
MASLOW’S HIERARCHY OF NEEDSSelf Actualization NeedsEsteem Needs                 CHARITYBelongingness Needs           GIFTS...
RESTAURANT
CULTUREBIRYANISWEETMEATUSE HAND
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Consumer behaviour

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Transcript of "Consumer behaviour"

  1. 1. THE CLOTHING STORE
  2. 2. VALUES TRADITION VS CHANGE
  3. 3. GROUPS REFERENCE GROUP - NORMATIVE INFLUENCE
  4. 4. IdentificationReference Group Informational
  5. 5. CONVENIENCE STORE
  6. 6. SALT-LOW INVOLVEMENT PRODUCTCAR-HIGH INVOLVEMENT PRODUCT
  7. 7. PERCEPTION Steps of Perception Exposure (Front shelf) Attention (20% discount) Interpretation (Purchase)
  8. 8. LEARNING Buy Keya Like the scent Purchase later 20% discount instead of Lux of Keya at full price Operant Conditioning
  9. 9. SITUATIONAL FACTORS Spacious Air-conditioned Clean
  10. 10. BOOK STORE
  11. 11. LIFESTYLE ACTION ORIENTED STATUS PRINCIPLE ORIENTED ORIENTED
  12. 12. EMOTIONS EMOTION AROUSAL VS EMOTION REDUCTION
  13. 13. SHOPPING Fun Necessary Time Pass Clothing Books Friends Food Items Utilities Restaurant BrowsingTraditional Western Birthday Groceries Soap Electronics Gift Phone Art piece A PARTIAL SCHEMATIC MEMORY MAP FOR SHOPPING
  14. 14. ARTS ANDACCESSORIES STORE
  15. 15. MOTIVATION NEED FOR BELONGINGNESS
  16. 16. MASLOW’S HIERARCHY OF NEEDSSelf Actualization NeedsEsteem Needs CHARITYBelongingness Needs GIFTSSafety Needs INSURANCEPhysiological Needs FOOD
  17. 17. RESTAURANT
  18. 18. CULTUREBIRYANISWEETMEATUSE HAND
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