Reference to : Marketing Management : (A south asian perspective ) 14e by kotler

1. IN WHAT WAYS DO
CONSUMERS STRAY
AWAY FROM A
DELIBERATIVE ,
RATIONAL THINKING?

3. LOW INVOLVEMENT
CONSUMER DECISION MAKING
Can be classified into two routes
1

4. Peripheral Route
Results from consumers association to peripheral
cues (celebrity endorsements , credible sources)
Low Involvement

5. Central Route
Based on consumer’s digilent,rational consideration
of the most important product information
High Involvement

6. VARIETY SEEKING
BUYING BEHAVIOUR
Consumers do brand switching for the sake of variety !
2

7. Consumers base their
prediction on the following
Heuristics Involved
REPRESENTATIVE
On how similar the
outcome is to the
example.
AVAILABILITY
On quickess and
ease with which a
simulated example
of an outcome
comes to mind.
ANCHORING AND
ADJUSTMENT
Consumer arrives
on initial judgement
and then , adjusts
himself to the
product based on
additional
information.

8. FRAMING
The manner in which choices are presented to and seen by the
customer
3

9. MENTAL ACCOUTING
The process whereby people code,categorize, evaluate economic
outcomes
4

10. MENTAL ACCOUNTING
It occurs when we assign different values to equal
monetary amounts due to psychological reasons.

11. PROSPECTIVE THEORY
Alternate decisions can be taken accoring to the circumstances
5

12. “
Customers frame their decision
alternatives in terms of gains and
losses according to a value
function.

13. VALUE FUNCTION
CHARACTERISTICS
⊡ Segregate gains
⊡ Integrate losses
⊡ Segregate small gains from large losses

14. SUMMARY
Let’s put it simple !

15. “● Customers are constructive decision
makers and are subjected to many
contextual influences.
● They often exhibit low involvement in
their decision using many heuristics as
results.

16. THANK YOU!
I hope you learnt something useful :)

17. CREDITS
Special thanks to all the people who made and released these
awesome resources for free:
⊡ Presentation template by SlidesCarnival
⊡ Photographs by Unsplash
⊡ Google Images

18. PRESENTATION DESIGN
Created By ,
PRANEETH PONNEKANTI , IIITD&M KANCHEEPURAM
During an internship under ,
Prof. SAMEER MATHUR , IIM LUCKNOW
www.IIMInternship.com