2012   Consumer Behavior             Group Members:           Mohammad Mahdi Mesbahi GM04701                Masoud Moghadd...
What affective responses do you think the Barnes         & noble environment creates?
What is the AffectiveConsumer Behaviour Definition:            Responses?The feelings a person has toward an attitudeobjec...
Barns and NobleBarns and Noble Philosophy:            EnvironmentThe more consumers we attract into the storeand the longe...
Affective ResponsesB&N focus on:    Friendly atmosphereThey change the boring andtraditional atmosphere to thehappy, exci...
How might consumers’ cognitive systems      interpret these responses?
What is the Cognitive Responses?Consumer BehaviourDefinition:The Psychological Responseswhich includes Understanding,Evalu...
Cognitive Responses    Consumer     decision-making     involves three     important     cognitive     processes:1. Interp...
Cognitive Responses   How consumers    cognitive    systems    interpret these    responses:Comparing with      Significan...
From a marketing perspective, which is moreimportant to Barnes & Noble-affect or cognition?
strategy?It is a process that can allow an organization toconcentrate its limited resources on the greatestopportunities t...
Both cognitive and affective systemsare important, because:  They are highly interrelated.  Each system can respond to t...
Conclusion:           Affect                     Cognition      Emotion                        Rationa      alMore effecti...
Thankyou
Present like Professionals                     Created by:                               Mahdi Mesbahi                    ...
Consumer Behaviour  Case Barnes and Noble
Consumer Behaviour  Case Barnes and Noble
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Consumer Behaviour Case Barnes and Noble

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Consumer Behaviour Case Barnes and Noble

  1. 1. 2012 Consumer Behavior Group Members: Mohammad Mahdi Mesbahi GM04701 Masoud Moghaddas GM04443 Mark Liew Han Loong GM04130
  2. 2. What affective responses do you think the Barnes & noble environment creates?
  3. 3. What is the AffectiveConsumer Behaviour Definition: Responses?The feelings a person has toward an attitudeobject such as abrand, advertisement, salesperson, etc. Affectis growing in importance in attempts tounderstand and predict consumer behaviour(defined by American Marketing Association) The emotional response to a situation
  4. 4. Barns and NobleBarns and Noble Philosophy: EnvironmentThe more consumers we attract into the storeand the longer they are encourage to stay, themore book we sell.(B&N Spokesperson)
  5. 5. Affective ResponsesB&N focus on:  Friendly atmosphereThey change the boring andtraditional atmosphere to thehappy, exciting, and friendlyone. People look at the readingas a new entertainment.  Consumer mood(large sofa, background music, coffee bar, bright lighting, …)B&N creates an environment that consumer spend their time to feel good andbe relax. When they are in a good mood, they buy more.
  6. 6. How might consumers’ cognitive systems interpret these responses?
  7. 7. What is the Cognitive Responses?Consumer BehaviourDefinition:The Psychological Responseswhich includes Understanding,Evaluating, Planning, Decidingand Thinking.The mental (thinking)responses to a stimuli.
  8. 8. Cognitive Responses Consumer decision-making involves three important cognitive processes:1. Interpretation 2. Integration processes 3. Retrieval of Productprocesses • Form overall knowledge • Attention evaluations of • Stored • Comprehension products, other knowledge, meanings, • Knowledge, objects, behaviors and beliefs meanings & beliefs • Choose among • Product involvement alternative • Activation of memory behaviors • Automatic processing
  9. 9. Cognitive Responses How consumers cognitive systems interpret these responses:Comparing with Significant Product involvementother options for experiences or of books category inpurchasing beliefs formed from making a purchasebooks. On-line - previous visits to or visiting a storeAmazon, booksh Barnes and Noblesop around thecorner
  10. 10. From a marketing perspective, which is moreimportant to Barnes & Noble-affect or cognition?
  11. 11. strategy?It is a process that can allow an organization toconcentrate its limited resources on the greatestopportunities to increase sales and achieve asustainable competitive advantage.
  12. 12. Both cognitive and affective systemsare important, because: They are highly interrelated. Each system can respond to the output of the other system. Both are important for understanding consumer behavior.
  13. 13. Conclusion: Affect Cognition Emotion Rationa alMore effective in short-run l More effective in long-run
  14. 14. Thankyou
  15. 15. Present like Professionals Created by: Mahdi Mesbahi mahdi.mesbahi@gmail.com

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