analysing consumer market

1. What major psychological
processes influence consumer
responses to the marketing
program

2. Motivation
Learning
Memory

3. Motivation
Needs
Biogenic
Arise from
physiological
state of tension
Psychogenic
Arise from
psychological
state of tension
A need becomes a motive when aroused to a
sufficient level of intensity to drive us in to
act

4. Freud’s
Theory
Psychological
factors shaping
people’s behaviour
are largely
unconscious.
Marketers need to
position their
brand in these
appeals

5. Maslow’s
Theory
People will try to
satisfy their most
important needs
first and then next
most important

6. Herzberg’s
Theory
Absence of dissatisfiers
+
presence of satisfiers
=
motivation for
purchase
Dissatisfiers
Satisfiers

7. Perception
Process by which we select, organise, and interpret
information inputs to create a meaningful picture of
the world
Perceptual processes
Selective
attention
Selective
Retention
Selective
Distortion

8. People are more likely to
notice stimuli related to
current needs
People are more likely to
notice stimuli they
anticipate
People are more likely to
notice stimuli whose
deviation are large in
relationship to the normal
size stimuli
Selective
Attention

9. Selective
distortion
•Tendency to
interpret
information in a
way that fits our
preconceptions
•Consumer will
distort information
to be consistent
with prior brand
and product beliefs
and expectations

10. Selective
retention
Consumer retains
information that
support his attitudes
or beliefs

11. Learning
•Changes in behaviour arising due to experiences
•Marketers can build demand for a product by associating it with
strong drives, using motivation cues and providing positive
reinforcement

12. Memory
Short term
memory
Long term
memory

13. Associative
network memory
model
Memory a set of
nodes and links.
Nodes store
information connected
by Links of various
strength

14. Brand knowledge is a
node in the memory
Brand associations consist of
all brand related thoughts,
feelings, perception images,
e.t.c hat become link to the
nodes

15. Srishti Chaturvedi
Indian Institute of Technology
Kanpur
B.Tech Student