The document discusses key aspects of consumer behavior, including the consumer decision making model and factors that influence it. It outlines the model's stages from need recognition through post-purchase evaluation. It then examines external influences like socio-cultural environment and reference groups. Finally, it analyzes psychological factors such as motivation using Maslow's hierarchy, learning through classical conditioning, and how personality and attitudes shape consumer decisions. Examples and advertisements are provided to illustrate each concept.

1. Consumer Behaviour
- Falguni Singh (02)

2. Firm’s Marketing
Effort
Socio-cultural
Environment
•Need Recognition
•Pre-purchase search
•Evaluation of
alternatives
Experience
Purchase
Post Purchase Evaluation
Input
Process
Output
External
Influences
Consumer
Decision
Making
Post
Decision
Behaviour
Psychological
Factors
Consumer Decision Making Model

3. Socio – Cultural Environment
1. Reference Group
– Friends Group
– Work Group
– Brand Community
2. Family Life Cycle
– Bachelorhood
– Honeymooner
– Parenthood
– Post-parenthood
– Dissolution

4. Socio Cultural Environment
Reference group  Brand Community
“ A brand community is defined as a specialized,
non – geographically bound community, based
on a structured set of social relationships
among admirers of the brand”
Example : http://www.hotwheelscollectors.com/

5. Socio Cultural Environment
• Marketers believe in order to build up loyalty,
product must have an active social life.
• Sometimes marketers design a specific product or
service to create a sense of community or take
advantage of pre-existing relationship.
• Example 
• Example :
http://www.youtube.com/watch?v=FlPSqoBwkaE
• Agency : Grey Worldwide

6. Socio Cultural Environment
Family Life Cycle  Honeymooners
• Stage (II) starts right after marriage and lasts until
first child is born.
• Availability of combined income  allowing
indulgent purchasing of possessions.
• Start-up expenses in establishing new home.
• Example
http://www.youtube.com/watch?v=eLDBFoVQ5SI
• Ad Agency - DDB Mudra

7. Socio Cultural Environment
Family Life Cycle  Parenthood
• Stage (III) starts when a couple has its first child.
• Stages lasts for long duration (20 years ).
• Children becomes focus of their lives, child-rearing
and educational responsibility gains priority.
• Example:
http://www.youtube.com/watch?v=GJlvT-Dmh24&list=PL502D27EB8B72940B
• Ad Agency - Ogilvy & Mathers

8. Consumer Decision Making Model
Firm’s Marketing
Effort
Socio-cultural
Environment
•Need Recognition
•Pre-purchase search
•Evaluation of
alternatives
Psychological
Factors
Experience
Purchase
Post Purchase Evaluation
Input
Process
Output
External
Influences
Consumer
Decision
Making
Post
Decision
Behaviour

9. Psychological Factors
• Motivation
– Maslow’s hierarchy of needs
• Self Actualization
• Egoistic Needs
• Social Needs
• Safety and Security Needs
• Physiological Needs
• Perception
• Learning
– Classical Conditioning
• Personality
– Consumer innovativeness and related personality traits
– Product personality and geography
– Personality and color
• Attitudes

10. Psychological Factors
Motivation  Maslow hierarchy of needs  Safety Needs
• These needs are concerned not only with physical safety but
also include order, stability, familiarity, health. Health and
availability of health care are important safety concern.
Example : http://www.youtube.com/watch?v=tVNQDMseXTM
Agency : Trinton Communications

11. Psychological Factors
Motivation  Maslow hierarchy of needs  Social Needs
• This level includes needs such as love, affection, sense of
belongingness, acceptance.
• People seek warm and satisfying human relationship with
other people.
Example : http://www.youtube.com/watch?v=R8vwm3UFt78
Agency : McCann Erickson

12. Psychological Factors
Motivation  Maslow hierarchy of needs  Egoistic Needs
• These needs can take either an inward or an outward
orientation.
• Inward orientation involves individual’s need for self
acceptance, self esteem, success, personal satisfaction.
Example : http://www.youtube.com/watch?v=8u0x8TWrIi8
Agency : Lowe Lintas

13. Psychological Factors
Learning  Behavioral learning theory  Classical
Conditioning
• An analogous to Pavlov’s experiment would be…
Example : http://www.dettol.co.in/solutionsfinder.html
(US) X : Antiseptic , doctors
recommend. Unconditioned Response
(CS) X1, X2, X3
(CS) X1, X2, X3 Conditioned Response

14. Psychological Factors
Personality  Consumer innovativeness  Dogmatism
• Dogmatism is a personality trait that measures the degree of
rigidity versus openness.
• High dogmatic consumers are more likely to choose
established, rather than innovative products. Low dogmatic
are more likely to prefer innovative products.
• For high dogmatic consumers marketers use
celebrities/experts in new product advertising .
Example http://www.youtube.com/watch?v=7a9K59G0Z0g

15. Psychological Factors
Personality  Product personality and geography
• For certain products consumers possess strong geographical
association (eg: Technology).
• Manufacturer creates a geographical personality for the
product to add to the product’s brand equity.
Example http://www.youtube.com/watch?v=5Nwi8x7fyuI
Agency : Ogilvy & Mathers

16. Psychological Factors
Personality  Product and Color
• Consumer not only ascribe personality traits to products and
services but also tend to associate personality factors with
specific colors.
• Blue = Commands respect, Green = Natural, Red = Hot and
exciting, Black = Sophistication, mystery.
Example http://www.youtube.com/watch?v=Imf5kQ7c_Nc
Agency : Chapter five

17. • Reference :
– Schiffman and Kanuk, Consumer Behavior (Pearson
Prentice Hill, 2007)
– www.afaqs.com
– www.youtube.com
– www. dettol.co.in
– www.hotwheelscollectors.com

18. Thank You