This document provides an overview of key concepts related to consumer behavior, including: 1. It describes influences on consumer behavior such as internal influences like perception, learning, memory, motives, personality and emotions as well as external influences like culture, social groups and marketing activities. 2. It summarizes models of consumer behavior and discusses concepts like needs, experiences, lifestyle, self-concept and the consumer decision process. 3. It provides examples to illustrate concepts like brand personality, motivation, learning, memory, attitudes and how advertising can influence perception and attitudes.

1. Group-9
Divya nalli 30015
Meka Amarnath 30024
Sujitha Nuthi 30046
Vikram Souram 30050
Challa Thejaswi 30070
Ch.Mukesh Reddy 30086
Pantagolusula Ramesh 30091
ADS ON INTERNAL INFLUENCES

2. SITUATIONS
Problem
Recognition
Information
Search
Alternative Evaluation
and Selection
Outlet Selection
and Purchases
Postpurchase
Processes
SITUATIONS
EXTERNAL INFLUENCES
Culture
Subculture
Demographics
Social Status
Reference Groups
Family
Marketing Activities
INTERNAL INFLUENCES
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
SELF-CONCEPT
and
LIFESTYLE
Needs
Desires
Experiences and Acquisitions
Experiences and Acquisitions
MODEL OF CONSUMER BEHAVIOR

3. PERCEPTION
• Process by which people select, organize, and
interpret information
• Exposure: stimulus must be within sensory
receptors to be noticed
• Perceptual Selection: consumers will pay attention
to some stimuli and not to others
• Interpretation: consumers assign meaning to
stimuli

4. CHANGING CONSUMERS PERCEPTIONS ON
OCCASION OF USE OF BRAND
• Kuch MeethaS Ho Jaye

5. CHANGING CONSUMERS PERCEPTIONS ON
OCCASION OF USE OF BRAND
• http://www.youtube.com/watch?v=2Dp9oA3zjzg
• http://www.youtube.com/watch?v=PH_f6qiH-Xc

6. CHANGING PERCEPTIONS OR BELIEFS FOR A
COMPETING BRAND
• https://www.youtube.com/watch?v=UbqXjfak-Bs

7. CHANGING PERCEPTIONS OR BELIEFS FOR A
COMPETING BRAND

8. PERSONALITY

9. PERSONALITY
 All the internal traits and behaviours that make a person unique
TRAIT MANIFESTATION PRODUCT / SERVICE
Extroversion Prefer to be with others, talkative, bold,
outgoing
Airline tickets, beer
Stability level From even tempered to and moody and
temperamental
Time share vacation home, fast
sports car
Agreeableness Kind, sympathetic, polite Products that give money to
charity
Openness to Experience Imaginative, creative, open to new ideas Art
Conscientiousness Careful, precise, organized Washing machine
The Five Factor Model Approach to personality identifies five core traits and how they
manifest into behavior.

10. • Consumer Ethnocentrism: Reflects an individual difference in
consumer’s propensity to be biased against the purchase of foreign products

11. Need for uniqueness:
Consumers' need for uniqueness is defined as an individual’s pursuit of differentness relative to
others
A
L
L
E
N
S
O
L
L
Y
M
Y
W
O
R
L
D
M
Y
W
A
Y

12. BRAND PERSONALITY
• Brand Personality is the set of human characteristics
associated with a brand.
• E.g.: IBM is ‘older’,while Apple is ‘younger’
• Greater the congruity between the brand traits and the
human traits, greater will be preference for the brand.

14. SINCERITY

15. SOPHISTICATION

16. RUGGEDNESS
https://www.youtube.com/watch?v=6LPsKLNHUnU

17. EXCITEMENT
https://www.youtube.com/watch?v=8l9Ftn5CG24

18. COMPETENCE

19.  Motivation is the driving force among individual consumers that impel them to action.
 Motivation may be defined as psychological forces that determine the direction of
person’s behaviour, a person’s level of effort, and a person’s level of persistence in
the face of obstacles.
 Motivation is the process that account for an individual intensity, direction, and
persistence of effort towards attaining a goal.

20.  Maslow’s Motive Hierarchy
Self
Actualization
Esteem
Belongingness
Safety
Physiological
Wheat, Rice, Water,
Medicines, etc.
Insurance, Retirement investment,
seat belts, sunscreen lotion, etc.
Personal grooming, entertainment,
Clothing, etc.
Furniture, Liquor, Hobbies, Cars,
Mobiles, etc.
Education, Vacation, etc.

21. PHYSIOLOGICAL

22. SAFETY

23. BELONGINGNESS

24. ESTEEM

25. SELF-ACTUALIZATION

26. Havels:
https://www.youtube.com/watch?v=H8Y5VN21fR8&spfreload=10
Audi A8: https://www.youtube.com/watch?v=TDSuR1o5j6E

27. LEARNING
• Learning is any change in the content or organisation of long-term memory
• Consumer behaviour is largely learned behaviour.
• High involvement learning
• Customer is Motivated to process or learn
• Ex- Laptop
• Low Involvement learning
• Little or no Motivation to process or learn
• Ex- TVC

28. HIGH INVOLVEMENT LEARNING

29. LOW INVOLVEMENT LEARNING

30. CLASSISCAL Conditioning
• Advertisements use classical conditioning in order to make connections
between a brand and some sort of positive emotion.
• Axe ad

31. OPERANT CONDITIONING
• change consumer’s behaviour by using rewards
• Ex- Insurance company

32. COGNITIVE LEARNING
• In cognitive learning, the individual learns by watching, reading
or experiencing some stimuli. This information is processed by
the brain and later recalled
• Range from very simple information acquisition to complex,
creative problem solving
• Three types of cognitive learning

33. ICONIC ROTE LEARNING
• Link between brand name and key benefits
• Key is repetition
• Similar to classical conditioning but do not try to stimulate a
direct affective response
• https://www.youtube.com/watch?v=O-
CIzogOaD8&spfreload=10

34. VICARIOUS LEARNING
• Also called as modeling or
observational learning
• Observe others behaviour and
adjust the own accordingly
• Ex-New suit

35. ANALYTICAL REASONING
• Individuals engage in creative
thinking to restructure and
recombine existing information as
well as new information to form
new associations and concepts

36. STIMULUS DISCRIMINATION
• It refers to the process of learning to respond differently to similar but
distinct stimuli
• Consumers perceive brands as possessing unique and important features
compared with other brands
• http://www.youtube.com/watch?v=ie4NyeN0xBg (Tata Salt)

37. STIMULUS GENERALIZATION
• It occurs when a response to one stimulus is elicited by a similar but
distinct stimulus

38. MEMORY
• Memory is the total accumulation of learning experiences
• Consumer's ability to understand the marketing
messages and assign them value and meaning.
• Largely determined by internal factors, which are
different for each consumer.

39. ADS  MEMORIES
Ads bring back memories
Nostalgia (Vespsa, Fiat 500 etc)
Everyday happenings (Vim, Menthos)
A memorable event or a surprising or novel event.(Aircel
advertisement during floods)

40. Fiat 500 produced between 1957 and
1975
Fiat Nuova 500.

41. MEMORIES N PRODUCT PLACEMENT

42. PRODUCTS CREATING MEMORIES
• Amusement parks
• Tours and Travels
• Adventure Sports

44. ADS N TOP OF THE MIND RECALL
• Symbols
• Colors
• Logos
• Jingles
• Associations

45. ASSOCIATIONS

46. ADS N TOP OF THE MIND RECALL
Effective advertising is that
• Which is personally meaningful, culturally relevant and
which creates a subjective feeling of warmth and positive
affect.
• Ads which are ingenuous, meaningful and worth
remembering, energetic and lively, warm and sensitive as
well as it does not “rub the wrong way” are most likeable.

48. • Advertising must arouse some emotion in order to be effective:
• Triggering meaningful emotional responses is key in branding as
consumers decision-making processes around brands have a
heavy emotion-based dimension to them

49. FAILED ADS OR WHICH RUBBED THE OTHER WAY
• Cadbury Kashmir Antonio Federici Ice Cream

50. PRANKVERTISING
• Prankvertising is the fact of entraping or surprising
unsuspecting consumers by a prank, hidden camera or
spectacular stunt. The video shootage is then used as
a commercial or viral video.

51. ATTITUDE
• An attitude is an enduring organization of motivational, emotional,
perceptual and cognitive processes with respect to some aspect of
our environment.
• Attitude is the way, we think feel and act towards some aspect of our
environment
 Importance of attitudes
1) They guide our thoughts ( Cognitive function )
2) They influence our feelings ( affective function )
3) They affect our behavior ( conative function )

52. ATTITUDE COMPONENT CONSISTENCY

53. ATTITUDE CHANGE STRATEGIES
1. CHANGE THE COGNITIVE COMPONENT
a. Change beliefs – radio shack to ‘the shack’
b. Shift importance- GM, narratives of drivers (instant comm.)
c. Add beliefs- California pomegranate council
d. Change ideal- minimal packing non pollutants,

54. 2. CHANGE THE AFFECTIVE COMPONENT
a. Classical conditioning –
b. Mere exposure- large number of occasions
3. CHANGE THE BEHAVIORAL COMPONENT
a. ex: when a cool drink offered to you by a friend
b. Coupons, free samples, pop displays for trail behavior.
c. Effective distribution is necessary

55. COMMUNICATION TECHNIQUES THAT
INFLUENCE ATTITUDE FORMATION AND CHANGE
1. Source credibility – American Heart association and Subway
2. Celebrity sources

56. 3. Sponsorship
4. Fear appeals

57. 5. Humorous appeals
6. Comparative ads 7. Emotional appeals

63. EMOTIONS

64. • Titan Ad
• Bru Instant
• Tanishq Ad

66. PRINT ADS