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Consumer Bahavior-4 a Marketing Plan prerequisite by www.marketingPlanNOW.com

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In a marketing plan a key issue is positioning; understanding and managing perceptions. In consumer behavior studies, perceptions is an important psychological core; an internal process. The sequence of understanding perceptions is as follows: sensory receptors, attention, interpretation, response. Sensory receptors are based on sights such as colors, sounds (muzak), smells (olfactory), tates and textures.

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Consumer Bahavior-4 a Marketing Plan prerequisite by www.marketingPlanNOW.com

  1. 1. Consumer Behavior-4 From Perceptions to Behavior Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-2 6. Creativity
  2. 2. Course Schedule  Part 2 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity part 2 part 3
  3. 3. 5. Consumer Behavior  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior © Danny Abramovich
  4. 4. 5. What Affects CB ? <ul><li>What Affects Consumer Behavior? </li></ul><ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul><ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  5. 5. 5. What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsumer’s Culture External Process <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  6. 6. 5.1 Psychological Core Psycho logical Core Internal Process <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  7. 7. 5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  8. 8. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process SENSATION MEANING Perceptual Process Perception input of our nervous system
  9. 9. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process SENSATION MEANING Perceptual Process Perception A new range of tactile gravure inks and lacquers allow touch & feel sensations to brand names (Sun Chemical)
  10. 10. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Perceptual Process Perception
  11. 11. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process SENSATION MEANING Perceptual Process Perception
  12. 12. 5.1 Psychological Core Internal-process MEANING Perceptual Process Perception
  13. 13. 5.1 Psychological Core Internal-process MEANING Perceptual Process Perception
  14. 14. 5.1 Psychological Core <ul><li>The enemy </li></ul><ul><li>Untrustworthy </li></ul><ul><li>Pushy </li></ul><ul><li>Aggressive </li></ul><ul><li>Manipulative </li></ul>Buyers’ Views of Sellers (78%): Internal-process MEANING Perceptual Process Perception <ul><li>Unreliable </li></ul><ul><li>Devious </li></ul><ul><li>Opinionated </li></ul><ul><li>Arrogant </li></ul><ul><li>Poor Listeners </li></ul>Only 18% saw the salesperson in positive terms. Source : Negotiation Resource International ‘ Buyer Behaviors’, 2001
  15. 15. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process i m u l i Sensory receptors Attention Interpretation Response Perception SENSATION MEANING s ights sounds smells t astes textures Perceptual Process
  16. 16. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Perception SENSATION MEANING STIMULI Perceptual Process Now, back to perceptual maps !
  17. 17. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Perception
  18. 18. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Perception Now, back to perceptual gaps ! perceptual gap perceptual gap
  19. 19. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception  C o l o u r s in the service of marketers
  20. 20. 5.1 Psychological Core Internal-process
  21. 21. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process In the early 20th century, renowned psychologists Dr. Max Luscher and Dr. Theo Gimbel developed Rudolph Steiner's basic principle: people chose colors for their direct association with their current physical state and psychological needs . www.paulgoldin.com/ colorgenics .htm Perceptual Process
  22. 22. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception 
  23. 23. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception  “ Audio Architecture” Once “Elevator Music“, now Muzak, music experiences
  24. 24. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Sound Greeting Cards Perceptual Process
  25. 25. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception  Olfactory Marketin g Smells can have a significant effect on mood and sense of well-being: bakery in a supermarket...
  26. 26. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Citroën C4 offers a scent-diffuser in the ventilation system and a range of nine different scents. www.parfum-indigo.co m Perceptual Process
  27. 27. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Omni Hotels Creates 'Sensory Advisory Board'   NEW YORK – Omni hotels has embarked on a campaign to increase customer satisfaction with the help of lemon grass and green tea scents, lavender pillow spray and a calming CD to lull guests to sleep (2006). Perceptual Process
  28. 28. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception  Blind taste test Sales promotion through tasting
  29. 29. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Inter-cultural differences National taste Perceptual Process
  30. 30. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception 
  31. 31. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Touching is influenced by someone's background and culture. A rabs may touch once or not at all while N orth A mericans could touch each other between two and four times an hour, according to some researchers. People from the U nited K ingdom, certain parts of N orthern E urope and A sia touch far less, while in F rance and I taly people tend to touch far more frequently. N ew-Zealand  Perceptual Process
  32. 32. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process i m u l i Sensory receptors Attention Interpretation Response Perception SENSATION MEANING s ights sounds smells t astes textures Perceptual Process 
  33. 33. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Interpretation Interpretation: understand meanings Aoccdrnig to a rscheearch at an Elingsh uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht frist and lsat ltteer is at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae we do not raed ervey lteter by it slef but the wrod as a wlohe!
  34. 34. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Interpretation Role of Symbolism in Interpretation Sign logo
  35. 35. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Interpretation Role of Culture in Interpretation
  36. 36. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Interpretation Response Perception MEANING Perceptual Process s i gn l o g o b ra n d
  37. 37. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Interpretation Response Perception MEANING Perceptual Process s i gn l o g o b ra n d
  38. 38. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Interpretation Response Perception MEANING Perceptual Process s i gn l o g o b ra n d
  39. 39. 5.1 Psychological Core <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>Internal-process Interpretation Response Perception MEANING Perceptual Process s i gn l o g o b ra n d
  40. 40. 5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self <ul><ul><li>5.1 Psychological Core (Internal Process) </li></ul></ul><ul><ul><li>5.2 Decision Making Process </li></ul></ul><ul><ul><li>5.3 Consumer’s Culture (External Process) </li></ul></ul><ul><ul><li>5.4 Consumer Behavior Outcomes </li></ul></ul>
  41. 41. Part Five out of Six

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