Explain about how the consumer behaviour is formed

1. Perspectives on
Consumer Behavior
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2. Information Search Perception
Postpurchase Evaluation Learning
Purchase Decision Integration
Alternative Evaluation Attitude Formation
Problem Recognition Motivation
Purchase Decision Integration
Consumer Decision Making
Alternative Evaluation Attitude Formation
Information Search Perception
Decision Stage
Problem Recognition
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Psychological Process
Motivation

3. Out of Stock
Sources of Problem Recognition
Dissatisfaction
New Needs
or Wants
Related Product
Purchase
Market-Induced
Recognition
New
Products
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4. Ads Help Consumers Recognize Problems
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5. Safety needs (security, protection)
Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition,
status)
Self-actualization needs (self-
development, realization)
Physiological needs (hunger, thirst)
Maslow’s Hierarchy of Needs
Safety needs (security, protection)
Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition,
status)
Physiological needs (hunger, thirst)
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6. Nurturance, Love and Belonging
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7. Strong
Inhibition
s
Symbolic
Meaning
s
Surrogate
Behaviors
Surrogate
Behaviors
Symbolic
Meanings
Strong
Inhibitions
Complex and
Unclear Motives
Freudian Psychoanalytic Approach
Subconscious
Mind
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8. Depth
Interviews
Association
Tests
Focus Groups
Projective
Methods
Depth
Interviews
Association
Tests
Focus Groups
Probing the Minds of Consumers
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9. Highlights
Importance of
Symbolic Factors
Reveals Hidden
Feelings, Drives
and Fears
Shifts Attention
from “What” to
“How” and “Why”
Varying,
Subjective
Interpretations
Qualitative
Results from Very
Small Samples
Difficult or
Impossible to
Verify or Validate
Varying,
Subjective
Interpretations
Qualitative
Results from Very
Small Samples
Shifts Attention
from “What” to
“How” and “Why”
Highlights
Importance of
Symbolic Factors
Reveals Hidden
Feelings, Drives
and Fears
“MR” Not All Positive or All Negative
Motivation
Research
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Pros Cons

10. Sexy Ads May Motivate Consumers
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11. Sexy Ads Get Noticed
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12. Information Search
Personal
Sources
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13. Selective Retention
Selective Comprehension
Selective Attention
Selective Exposure
Selective Exposure
Selective Attention
Selective Comprehension
The Selective Perception Process
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14. Combining Color With Black-and-White
Is Intended to Gain Attention
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15. Evaluation of Alternatives
Brand A Brand E
Brand F Brand J
Brand K Brand O
All available brands
Brand B Brand C Brand D Brand
G Brand H Brand I Brand L
Brand M Brand N
Evoked Set of Brands
Brand B Brand E
Brand I
Brand M
Brand F
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16. Objective
Objective
Two Forms of Evaluative Criteria
Price
Warranty
Service
Style
Appearance
Image
Subjective
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Evaluative Criteria

17. Different Perspectives: Marketer’s View
Enough
power?
Tractio
n okay?
Too
pricy?
Product is seen
as a bundle of
attributes or
characteristics.
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18. Product Is Seen As
A Set of Outcomes
Functional
Functional
Different Perspectives: Consumer’s View
How does it cut
the taller grass?
How close can I
get to the
shrubs?
Will the neighbors
be impressed with
my lawn?
Is it going to be as
fun to use later this
summer?
Will I enjoy having
more time for golf?
Will it pull
that
little trailer I
saw at the
store?
Psychological
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19. Individual
s
Product
s
Brands
Companies
Organization
s
Retailers
Media
Media
Retailers Organizations
Companies
Brands
Products
Individuals
Ads
Consumer Attitudes Focus on Objects
Attitudes
Toward:
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20. Change Perceptions or Beliefs About
a Competing Brand
Add a New Attribute To the
Attitude Formation Mix
Change Perceptions of the
Value of An Attribute
Change Beliefs About An Important Attribute
Change Beliefs About An Important Attribute
Change Perceptions of the
Value of An Attribute
Add a New Attribute To the
Attitude Formation Mix
Ways to Change Attitudes
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21. Adding Attributes Changes Attitudes
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22. Conditioning
Based on
conditioning
through
association or
reinforcement
Thinking
Intellectual
evaluation
comparing
attributes with
values
Conditioning
Thinking
How Consumers Learn
Modeling
Based on
emulation
(copying) of
respected
examples
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23. Unconditione
d stimulus
(waterfall)
Conditioned
stimulus
(Brita water
filtration pitcher)
Unconditioned
response
(freshness, purity)
Unconditioned
stimulus
(waterfall)
Conditioned
stimulus
(Brita water
filtration pitcher)
Unconditioned
response
(freshness, purity)
Classical Conditioning Process
Association develops through
contiguity and repetition
Conditioned
response
(freshness, purity)
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24. Classical Conditioning for Cosmetics
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25. Increase or decrease
in probability of
repeat behavior
(purchase)
Positive or negative
consequences occur
(reward or
punishment)
Positive or negative
consequences occur
(reward or
punishment)
Instrumental Conditioning Process
Behavior
(consumer uses
product or service)
Behavior
(consumer uses
product or service)
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26. Purposive Behavior
Insight
Goal
Insight
Purposive Behavior
Goal
Cognitive Learning Process
Goal Achievement
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27. Culture
Subculture
Social class
Reference
groups
External Influences on Consumers
Situations
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28. Subcultural Ads Appeal to Shared
Beliefs, Values and Norms
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