Dimensions of Consumer Decision Making NeuroMarketing Model of consumer Decision Making Category wise , impulsive, passive ,CDM FMCG vs Durable Use of celebrity in CDM Types of CDM Strategies of applying CDM Curious marketer Tip of the Iceberg

1. CDM : Important dimensions
Stages of
CDM
What a brand
should do
when
entering a
crowded
market?
When
entering a “
New
Concept”
product
market
Use of
celebrities in
CDM
Kind of
decision
making in
CDM
FMCG vs
Durables for
CDM
Factors
affecting
CDM

2. Neuromarketing: Decoding the consumer mind
| Shikher Chaudhary | TEDxMICA – YouTube
https://youtu.be/m8XBkwLPgLQ

3. Basic Model of Consumer Decision Making
Need
Information
Search
Evaluations of
Alternatives
Purchase Post-
Purchase

4. Stage to target
• Medicine,
• Medical equipment,
• New technology in phone
New Concept
Product: Need
Stage
• Soap,
• Biscuit,
• Toothpaste
Low involvement
category:
Purchase stage

5. For Durables
Electric vehicles
Electric cookers
Microwave
Refrigerator
Information search for New brands which provide value or features. Good if in print media to highlight new offerings .
Coupled with demonstration at various stages eads to higher motivation of purchase . Harpic

6. Caution

7. Customer
may think
new product
has failed in
market, so
offered free
Consumer
may not use
the product,
because of
in adequate
knowledge

8. Applying CDM- New Product

9. Applying CDM- Familiar Product

10. CDM and Celebrity use

11. Impulsive Purchase and CDM
Soft drinks,
chocolates,
biscuits, ice creams
• Attractive display
• Packaging
• POP materials
Move from urge to
buy

12. Substitutability of Products
• Ice Cream, Soft drink, mithai, snacks
• Kwality, Pepsi flotters,rasgulla,biscuit ice-cream
• High visibility campaign
• In above items it may happen
• But in durables, the substitutability effect is very low
• In durables, showing value preposition of the product is beneficial
• Bisleri, Aquafina(Pepsi), Kinley(Coke)…youth and fun

13. Types of CDM

14. Strategies of applying CDM
Maintenance
Disrupt
capture
Intercept
Preference
Acceptance

15. Extra Readings
Tip of the Iceberg
by Suveen Sinha
Curious Marketer
by Harish Bhat