This document discusses consumer dynamics and factors that influence changes in consumer attitudes. It defines consumer dynamics as the study of forces that determine consumer responses to their economic, social, and cultural environments. Consumer attitudes are learned and influence their behavior, but can change based on internal factors like needs and external factors like their environment. Marketers aim to change consumer attitudes by altering the motivational functions of products, associating products with influential groups or events, addressing conflicting attitudes, modifying brand components, and challenging beliefs about competitors' brands. Changes in a consumer's inherent traits, environment, knowledge, and motivation can all impact their attitudes.
This presentation covers the short description of Consumer Behavior- Perception and Learning, complemented by examples and Case studies. Prepared by Jasleen Kaur and Ishika, MBA, Indira Gandhi Delhi Technical University for Women, using Canva free version.
1. The document discusses various perspectives in consumer behavior including the marketer's perspective, the consumer's perspective, and public policy perspective.
2. It compares the marketer and consumer perspectives, noting they have different points of view, levels of interest, and roles regarding behavioral influences.
3. Models of consumer behavior are discussed, including black box models that view the consumer as an input-output system and cognitive information processing models that examine internal mental processes.
This document discusses consumer motivation and factors that influence it. It defines motivation as activity directed towards a goal to satisfy a need. Maslow's hierarchy of needs and drive theory are described as models of motivation. Freudian symbolism theory holds that unconscious recognition of symbols can motivate consumers. Several advertisements are analyzed for their use of phallic and yonic symbols from Freudian theory and how this may unconsciously motivate consumers. Competitors in different industries are discussed regarding their use or avoidance of such symbolic techniques.
This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
This document outlines a lecture on consumer learning. It discusses the key learning theories of behavioral learning, cognitive learning, and observational learning. For behavioral learning, it covers classical and operant conditioning. Classical conditioning examples include branding using familiar stimuli. Operant conditioning applications are customer satisfaction and reinforcement schedules. Cognitive learning theories discussed are discovery learning and meaningful verbal learning using advance organizers. Models of cognitive processing and the innovation decision process are also presented. The document concludes with measures of consumer learning like recognition, recall, and developing brand loyalty and equity.
Consumer behavior is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It looks at how products or services are selected, purchased, and disposed of. Understanding consumer behavior is important for businesses as it helps with segmentation, identifying opportunities and threats, and formulating effective marketing strategies. Several models have been developed to understand and explain the various factors that influence consumer decision making.
This document discusses factors that influence consumer behavior, including economic, psychological, and sociological determinants. It also discusses approaches to analyzing customers, including behavioral analysis of buying criteria and purchase patterns, as well as demographic profiling. The key points are that economic factors like income and credit availability impact spending, psychological factors like motivation, perception and attitudes shape preferences, and social influences from family, culture and class also guide consumer decisions. Effective customer analysis identifies needs, buying criteria, spending patterns and demographic segments to develop targeted marketing strategies.
The document discusses attitudes and their influence on consumer behavior. It defines attitudes and describes their nature, how they are formed through conditioning, modeling and cognitive learning. Two models of attitudes are described: the tri-component model involving affective, cognitive and behavioral components, and Fishbein's multi-attribute model. The functions and measurement of attitudes are covered along with methods to change attitudes by influencing feelings, beliefs, behaviors or social norms.
This presentation covers the short description of Consumer Behavior- Perception and Learning, complemented by examples and Case studies. Prepared by Jasleen Kaur and Ishika, MBA, Indira Gandhi Delhi Technical University for Women, using Canva free version.
1. The document discusses various perspectives in consumer behavior including the marketer's perspective, the consumer's perspective, and public policy perspective.
2. It compares the marketer and consumer perspectives, noting they have different points of view, levels of interest, and roles regarding behavioral influences.
3. Models of consumer behavior are discussed, including black box models that view the consumer as an input-output system and cognitive information processing models that examine internal mental processes.
This document discusses consumer motivation and factors that influence it. It defines motivation as activity directed towards a goal to satisfy a need. Maslow's hierarchy of needs and drive theory are described as models of motivation. Freudian symbolism theory holds that unconscious recognition of symbols can motivate consumers. Several advertisements are analyzed for their use of phallic and yonic symbols from Freudian theory and how this may unconsciously motivate consumers. Competitors in different industries are discussed regarding their use or avoidance of such symbolic techniques.
This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
This document outlines a lecture on consumer learning. It discusses the key learning theories of behavioral learning, cognitive learning, and observational learning. For behavioral learning, it covers classical and operant conditioning. Classical conditioning examples include branding using familiar stimuli. Operant conditioning applications are customer satisfaction and reinforcement schedules. Cognitive learning theories discussed are discovery learning and meaningful verbal learning using advance organizers. Models of cognitive processing and the innovation decision process are also presented. The document concludes with measures of consumer learning like recognition, recall, and developing brand loyalty and equity.
Consumer behavior is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It looks at how products or services are selected, purchased, and disposed of. Understanding consumer behavior is important for businesses as it helps with segmentation, identifying opportunities and threats, and formulating effective marketing strategies. Several models have been developed to understand and explain the various factors that influence consumer decision making.
This document discusses factors that influence consumer behavior, including economic, psychological, and sociological determinants. It also discusses approaches to analyzing customers, including behavioral analysis of buying criteria and purchase patterns, as well as demographic profiling. The key points are that economic factors like income and credit availability impact spending, psychological factors like motivation, perception and attitudes shape preferences, and social influences from family, culture and class also guide consumer decisions. Effective customer analysis identifies needs, buying criteria, spending patterns and demographic segments to develop targeted marketing strategies.
The document discusses attitudes and their influence on consumer behavior. It defines attitudes and describes their nature, how they are formed through conditioning, modeling and cognitive learning. Two models of attitudes are described: the tri-component model involving affective, cognitive and behavioral components, and Fishbein's multi-attribute model. The functions and measurement of attitudes are covered along with methods to change attitudes by influencing feelings, beliefs, behaviors or social norms.
Relationship marketing concept, process and importancegaurav jain
Relationship marketing involves developing long-term relationships with customers by focusing on their individual needs and providing ongoing support. It requires listening to customers, being available, offering additional resources, personalized communication, respect, honesty, and appreciation to build trust over time through multiple interactions. Technology enables tracking customer data and personalized engagement, while branding helps customers feel an emotional connection to strengthen loyalty.
The document discusses key aspects of consumer behavior including definitions, important disciplines involved like psychology and economics, consumer involvement, types of consumers and consumer buying behavior. It explains how understanding consumer behavior can help with identifying market opportunities, selecting target markets, and informing marketing mix decisions related to product, price, distribution and promotion.
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
The document discusses four models of consumer behavior:
1. The economic model views consumers as making rational choices to maximize benefits while minimizing costs based on economic factors like price and income.
2. The learning model sees behavior as shaped by innate and learned needs that products can be associated with to drive consumption.
3. The psychoanalytic model incorporates the conscious and subconscious influences on decisions, including hidden symbols that can impact brand preferences.
4. The sociological model examines the impact of social roles and cultural influences on what and how consumers purchase.
Factors that affect reference group influenceVikram Ram
Reference groups are individuals or groups that influence a person's values and behaviors. There are several types of reference groups including family, friends, social class, subcultures, and other cultures. Marketers appeal to various consumer-related reference groups such as friendship groups, shopping groups, work groups, virtual groups, brand communities, and celebrity endorsers. Successful reference group appeals utilize experts, average consumers, company executives, fictional spokescharacters, and other third-party groups.
This document discusses consumer self-concept and its relationship to product image and choice. It defines key terms like self-image, ideal self-image, social self-image, and ideal social self-image. Products are seen as having images determined by attributes like packaging and advertising that can be congruent or incongruent with consumers' self-concepts. Research has found relationships between self-image/product image congruity and consumer choice, though findings are debated for social and ideal social self-images. Product conspicuousness and personalization may also influence these relationships. Personality and striving for an ideal self can impact how self-concept relates to preferences and purchase intentions. A product's image can develop from how consumers
Personality is defined as the inner psychological characteristics that determine how a person responds to their environment. It includes specific qualities, attributes, and factors. Personality can change over time or due to major life events. There are several theories of personality, including Freudian theory which focuses on unconscious drives, trait theory which views personality as a set of traits, and self-image theory which ties personality to how people see themselves. Marketers study personality to understand consumer behavior and how brands can develop personalities to appeal to different types of consumers.
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
CONSUMER BEHAVIOUR is an important concept when it comes to marketing. Therefore, consumer involvement in the product also plays an important role in understanding consumer behaviour. The slides share in-depth explanation about what is consumer involvement
The organizational buying process has 8 steps:
1) Need recognition where the organization identifies an internal or external need.
2) General need description where the organization describes the characteristics and quantity of the needed item.
3) Product specification where the organization decides on technical product characteristics.
4) Supplier search where the organization identifies potential suppliers.
5) Proposal solicitation where the organization invites supplier proposals.
6) Supplier selection where the organization evaluates proposals and selects a supplier.
7) Purchase decision where the organization finalizes the order details.
8) Performance evaluation where the organization reviews supplier performance.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
This document discusses reference groups and opinion leadership and their influence on consumer behavior. It defines reference groups as groups that significantly influence an individual's behavior. Reference groups can influence consumers through informational, value-expressive, and utilitarian conformity. The document also discusses types of reference groups like primary, secondary, formal, and informal groups. It explains how reference groups influence individuals' self-concept, socialization, social comparison, and conformity. The role of word-of-mouth communication and opinion leaders is also examined.
This document provides an overview of individual determinants of consumer behavior, including personality, self-concept, motivation, and learning/memory/recall. It discusses several personality theories and traits that influence consumer decisions. It also examines the concepts of self-image and motivation, describing different types of motives and motivation theories. Marketing implications are that personality traits can help segment consumers and appeal to their traits through branding, promotion, and product positioning. Motivation and self-image also influence product choices and how marketers can ensure satisfaction through congruence between products and consumers' self-concepts.
Consumer involvement refers to the level of importance and information processing a consumer applies to a product. The degree of involvement significantly impacts consumer behavior. High involvement occurs for expensive, important, or complex purchases and requires extensive research. Some involvement is needed for moderately important items. Low involvement is for unimportant purchases requiring minimal research. Factors like personal interests, product characteristics, and the situation influence a consumer's level of involvement.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
Influence of reference groups on consumer behaviourprabaharan b
This document discusses key factors and groups that influence consumer purchasing decisions. It identifies 5 main factors: buyer psychology, personal characteristics, social characteristics, culture, and groups. It then describes different types of reference groups that consumers use for normative and comparative guidance, such as family, friends, work colleagues, celebrities, and experts. The level of influence depends on attributes like a group's credibility, attractiveness, and power, as well as how conspicuous the product is.
The document discusses the concept of buyer behavior and the factors that influence it, including cultural factors like culture and subculture, social factors like reference groups and family, and personal factors like age, occupation, and lifestyle. It also examines psychological factors affecting buyer behavior such as perception, motivation, beliefs, and attitudes. Understanding these influences on buyer behavior is important for marketers to better target customers and develop effective marketing strategies.
This document discusses consumer behavior, which examines how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It defines consumer behavior as acts of individuals directly involved in obtaining and using economic goods and services. Understanding consumer behavior is important for marketers as it helps them design effective marketing strategies for different consumer segments based on factors like age, income, and occupation that influence purchase decisions. A simple model of consumer behavior shows the external influences, consumer decision-making process, and resulting consumer decisions and actions.
Relationship marketing concept, process and importancegaurav jain
Relationship marketing involves developing long-term relationships with customers by focusing on their individual needs and providing ongoing support. It requires listening to customers, being available, offering additional resources, personalized communication, respect, honesty, and appreciation to build trust over time through multiple interactions. Technology enables tracking customer data and personalized engagement, while branding helps customers feel an emotional connection to strengthen loyalty.
The document discusses key aspects of consumer behavior including definitions, important disciplines involved like psychology and economics, consumer involvement, types of consumers and consumer buying behavior. It explains how understanding consumer behavior can help with identifying market opportunities, selecting target markets, and informing marketing mix decisions related to product, price, distribution and promotion.
Presentation on consumer behaviour and marketing strategyKARISHMA KUMARI
It is based on the consumer behaviour and their process and the marketing strategy how it influence on different products or brands. I took the example of PUMA its marketing strategy how it works and how it is brought to the market.
The document discusses four models of consumer behavior:
1. The economic model views consumers as making rational choices to maximize benefits while minimizing costs based on economic factors like price and income.
2. The learning model sees behavior as shaped by innate and learned needs that products can be associated with to drive consumption.
3. The psychoanalytic model incorporates the conscious and subconscious influences on decisions, including hidden symbols that can impact brand preferences.
4. The sociological model examines the impact of social roles and cultural influences on what and how consumers purchase.
Factors that affect reference group influenceVikram Ram
Reference groups are individuals or groups that influence a person's values and behaviors. There are several types of reference groups including family, friends, social class, subcultures, and other cultures. Marketers appeal to various consumer-related reference groups such as friendship groups, shopping groups, work groups, virtual groups, brand communities, and celebrity endorsers. Successful reference group appeals utilize experts, average consumers, company executives, fictional spokescharacters, and other third-party groups.
This document discusses consumer self-concept and its relationship to product image and choice. It defines key terms like self-image, ideal self-image, social self-image, and ideal social self-image. Products are seen as having images determined by attributes like packaging and advertising that can be congruent or incongruent with consumers' self-concepts. Research has found relationships between self-image/product image congruity and consumer choice, though findings are debated for social and ideal social self-images. Product conspicuousness and personalization may also influence these relationships. Personality and striving for an ideal self can impact how self-concept relates to preferences and purchase intentions. A product's image can develop from how consumers
Personality is defined as the inner psychological characteristics that determine how a person responds to their environment. It includes specific qualities, attributes, and factors. Personality can change over time or due to major life events. There are several theories of personality, including Freudian theory which focuses on unconscious drives, trait theory which views personality as a set of traits, and self-image theory which ties personality to how people see themselves. Marketers study personality to understand consumer behavior and how brands can develop personalities to appeal to different types of consumers.
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
CONSUMER BEHAVIOUR is an important concept when it comes to marketing. Therefore, consumer involvement in the product also plays an important role in understanding consumer behaviour. The slides share in-depth explanation about what is consumer involvement
The organizational buying process has 8 steps:
1) Need recognition where the organization identifies an internal or external need.
2) General need description where the organization describes the characteristics and quantity of the needed item.
3) Product specification where the organization decides on technical product characteristics.
4) Supplier search where the organization identifies potential suppliers.
5) Proposal solicitation where the organization invites supplier proposals.
6) Supplier selection where the organization evaluates proposals and selects a supplier.
7) Purchase decision where the organization finalizes the order details.
8) Performance evaluation where the organization reviews supplier performance.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
This document discusses reference groups and opinion leadership and their influence on consumer behavior. It defines reference groups as groups that significantly influence an individual's behavior. Reference groups can influence consumers through informational, value-expressive, and utilitarian conformity. The document also discusses types of reference groups like primary, secondary, formal, and informal groups. It explains how reference groups influence individuals' self-concept, socialization, social comparison, and conformity. The role of word-of-mouth communication and opinion leaders is also examined.
This document provides an overview of individual determinants of consumer behavior, including personality, self-concept, motivation, and learning/memory/recall. It discusses several personality theories and traits that influence consumer decisions. It also examines the concepts of self-image and motivation, describing different types of motives and motivation theories. Marketing implications are that personality traits can help segment consumers and appeal to their traits through branding, promotion, and product positioning. Motivation and self-image also influence product choices and how marketers can ensure satisfaction through congruence between products and consumers' self-concepts.
Consumer involvement refers to the level of importance and information processing a consumer applies to a product. The degree of involvement significantly impacts consumer behavior. High involvement occurs for expensive, important, or complex purchases and requires extensive research. Some involvement is needed for moderately important items. Low involvement is for unimportant purchases requiring minimal research. Factors like personal interests, product characteristics, and the situation influence a consumer's level of involvement.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
Strategies Affecting Consumer Behavior:
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are various factors influencing the purchases of consumer such as social, cultural,economic, personal and psychological.
1. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.
a)Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc .
b) Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
c) Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.
2. Cultural Factors:
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.
Social Class
Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar.
3. Economic Factors:
Consumer behaviour is influenced largely by economic factors. Economic factors that influence consumer behaviour are as: personal income, family income ,savings ,consumer credit and other economic factors.
a) Personal Income:
The discretionary personal income refers to the balance remaining after meeting basic necessaries of life. This income is available for the purchase of shopping goods, durable goods and luxuries. An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc. which improves the standard of living
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
Influence of reference groups on consumer behaviourprabaharan b
This document discusses key factors and groups that influence consumer purchasing decisions. It identifies 5 main factors: buyer psychology, personal characteristics, social characteristics, culture, and groups. It then describes different types of reference groups that consumers use for normative and comparative guidance, such as family, friends, work colleagues, celebrities, and experts. The level of influence depends on attributes like a group's credibility, attractiveness, and power, as well as how conspicuous the product is.
The document discusses the concept of buyer behavior and the factors that influence it, including cultural factors like culture and subculture, social factors like reference groups and family, and personal factors like age, occupation, and lifestyle. It also examines psychological factors affecting buyer behavior such as perception, motivation, beliefs, and attitudes. Understanding these influences on buyer behavior is important for marketers to better target customers and develop effective marketing strategies.
This document discusses consumer behavior, which examines how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It defines consumer behavior as acts of individuals directly involved in obtaining and using economic goods and services. Understanding consumer behavior is important for marketers as it helps them design effective marketing strategies for different consumer segments based on factors like age, income, and occupation that influence purchase decisions. A simple model of consumer behavior shows the external influences, consumer decision-making process, and resulting consumer decisions and actions.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
The document discusses key aspects of consumer behavior including the meaning of consumer behavior, types of consumers, factors that influence consumer behavior from various disciplines like psychology, sociology, economics, and applications of consumer behavior knowledge in marketing. It defines consumer behavior as how individuals select, purchase, use, and dispose of products and services. It also outlines the consumer decision making process and different types of consumer buying behaviors.
This document provides an overview of attitudes and consumer behavior. It defines attitudes as favorable or unfavorable evaluations of objects like products or brands. Attitudes are formed through direct experience, word-of-mouth, and exposure to media. They influence purchase decisions and can be changed using strategies like associating products with groups, resolving conflicts, and altering beliefs about attributes or competitors. The document also discusses cognitive dissonance theory and attribution theory in understanding attitude formation and change.
The document discusses key concepts in consumer and buyer behavior. It defines a customer as a person who buys goods and services and pays for them, while a consumer is the end user of those goods and services. It then explains factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Specifically, it outlines how characteristics like age, income, lifestyle, personality, motivation, perception, learning, beliefs and attitudes all shape consumer decisions. Finally, it discusses the different roles in buying decisions, types of buying behavior, and stages of the consumer buying process.
This document discusses consumer behavior and related topics. It defines consumer behavior and outlines the consumer buying process. It also discusses the 4 main factors that influence consumer behavior: social factors, personal factors, psychological factors, and cultural factors. Additionally, it examines different types of buying behavior, service encounters, and the various buying roles that individuals can play.
1. An attitude is a learned predisposition to respond consistently in a favorable or unfavorable manner towards an object. It has cognitive, affective, and behavioral components.
2. Attitudes serve four key functions - knowledge, adaptive, ego-defensive, and self-expressive. They help provide structure and predict behavior.
3. Attitude formation theories include the tricomponent model and multi-attribute model. Attitudes are influenced by beliefs, experiences, social groups, and marketing.
4. Marketers can change attitudes by altering components of models, associating products with groups, resolving conflicts, and changing beliefs about competitors. The elaboration likelihood model describes central and peripheral routes to
This document provides a summary of consumer and business buyer behavior models. It discusses several models of consumer behavior including the stimulus-response model and factors that influence consumer behavior such as cultural, social, personal, psychological factors. It also outlines the consumer decision making process and different types of buying decisions. For business markets, it notes that business buyers purchase goods and services for use in their organizations rather than personal consumption.
Consumer Behavior_Unit 1- AS PER syallbus.pptxSumanMaurya43
This document provides an overview of a course on consumer behavior. It discusses key topics that will be covered in the course, including definitions of consumer behavior, differences between consumers and customers, factors that influence consumer behavior, applications of understanding consumer behavior, and the impact of the internet and e-commerce on consumer behavior. It also explains the importance and need for studying consumer behavior to help marketers better understand customers.
External Determinants of Buying BehaviorAstha Chand
The document discusses external determinants of buying behavior including consumer psychographics vs demographics, group dynamics and consumer reference groups, family as consuming unit, and social and cultural influences. It defines key concepts such as reference groups, celebrity endorsements, and types of families. Consumer socialization within families is also summarized, describing how children and adults acquire consumer skills and norms through socialization processes within the family unit.
CONSUMER ATTITUDE FORMATION AND CHANGE.pptxjerryhusnah
Presentation of material on CONSUMER ATTITUDE FORMATION AND CHANGE This presentation is suitable for students and lecturers majoring in production management and marketing, industrial engineering etc.
This document discusses consumer behavior and the factors that influence it. It covers three main topics:
1. Cultural, social, and personal factors shape consumer buying behavior. Cultural factors like values and customs have the broadest influence, while reference groups, family roles, personality, lifestyle, and demographics are personal factors.
2. Key psychological processes like motivation, perception, learning, emotions, and memory fundamentally impact consumer responses. Maslow's hierarchy of needs and Herzberg's two-factor theory explain motivation. Selective attention, distortion, and retention influence perception.
3. Marketers must understand these influences to connect with customers and market the right products to the right consumers. A holistic view of
This document discusses consumer behavior and the factors that influence it. It covers three main topics:
1. Cultural, social, and personal factors shape consumer buying behavior. Cultural factors like values and customs have the broadest influence starting from childhood. Social factors include reference groups, family roles, and socioeconomic status. Personal factors comprise personality, life stage, occupation, and lifestyle.
2. Key psychological processes underlying consumer decision-making are motivation, perception, learning, and memory. Motivation arises from needs and drives. Perception involves selective attention, interpretation, and retention of information. Learning changes behavior through reinforcement. Memory aids recall of relevant information.
3. Marketers must understand these influences to effectively target
This document discusses consumer behavior and provides a model of factors that influence it. It defines consumer behavior as acts of obtaining, using, and disposing of goods and services, including the decision processes involved. A simple model of consumer behavior is presented showing external influences and marketing stimuli affecting the consumer decision making process and resulting in consumer decisions and actions. A more detailed model then outlines various personal, psychological, social, and cultural factors that shape consumer behavior, such as age, gender, motivation, perception, learning, beliefs, attitudes, and reference groups.
customer attitude and demand pattern of midas treadsKannan T S
This document discusses customer attitudes and demand patterns. It begins by introducing the topic and objectives of studying customer attitudes towards Midas Treads, a manufacturer of pre-cured tread rubber. It then defines consumer attitudes as consisting of beliefs about a product, feelings towards it, and behavioral intentions. Customer attitudes are influenced by groups and society. The document discusses how analyzing customer relationship management databases can provide insights into customer behavior, segmentation, and developing targeted marketing strategies. It outlines the components of consumer attitudes - beliefs, affect, and behavioral intentions - and strategies for changing attitudes, such as changing affect, behavior, or beliefs.
The document discusses key aspects of consumer behavior that are important for marketers to understand. It defines consumer behavior as the study of how individuals make decisions to spend their available resources on consumption-related items. Understanding consumer behavior allows marketers to determine what products are needed in the market, how best to present goods to consumers, and influences on consumer decision making from groups. The study of consumer behavior is vital for companies to make effective production, pricing, distribution, and promotional decisions.
Consumer behavior all material Prepared by karventhan karventhanps
The document outlines Mahatma Gandhi's philosophy on customer service. It states that a customer is the most important visitor and the purpose of a business. A business depends on customers, not the other way around, and customers should be served with respect rather than as a favor.
Take a look at this awesome concept analysis paper example. If you want to get more samples, go to https://www.phdthesiswriting.biz/steps-in-writing-a-research-concept-paper/
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
2. Introduction
In the previous Unit you read about the consumer's environment both
within the family and outside it. Here we shall examine how the
consumer behaves within these environmental constraints, and adjusts to
changes in higher family, social and economic environment. This unit also
suggests some ways in which a consumer can be motivated to become
more dynamic or active and save himself, herself from exploitation and
humiliation at the hands of unscrupulous sellers and producers in the
environment
3. OBJECTIVES
This Unit deals with the term "Consumer Dynamics" explaining its
meaning and scope with respect to today's consumer. It outlines the
factors relating to the changing reactions of consumers to their
environment. After going through this unit, you should be able to
Identify different consumer attitudes;
Explain why consumers change their attitudes;
Identify the factors affecting consumer inertia and motivation;
Recognise the status of consumer in the present market environment.
4. MEANING OF CONSUMER DYNAMICS
The word "Dynamics" is derived from a Greek word meaning "force". Thus, a study of
forces which determine consumer reactions or responses to their economic, social
and cultural environment denotes "Consumer Dynamics".
The social process by which people interact face-to-face in small groups is called
"group dynamics" and relates to the study of the forces operating within a group.
Individual behaviour is firmly rooted in the groups to which one belongs, even though
groups have properties quite different from those of the individuals who make up that
group. So changes in group forces do encourage changes in individual behaviour of
people.
However, the power of a group to stimulate change in its members depends on the
strength of their attachment to the group. However, group influence increases when
high status or well known members join or get association with the group. Changes
within a group are acceptable as long as they do not threaten its cohesiveness,
otherwise the change is resisted. The motivation with which consumers join hands to
make an impact and achieve what they want is called consumer dynamics.
5. ATTITUDINAL CHANGES
Before we discuss the nature and reasons for changes in people's attitudes let us see what
are attitudes? Attitudes have been defined as "a learned predisposition to respond in a
consistently favorable or unfavorable manner with respect to a given object". The word
object refers not only to products, but to a number of issues, actions, responses,
practices, persons or events.
Attitudes thus, denote an expression of the inner feelings of people that get reflected in
their reactions to another person, product or a service. For example, in a restaurant when
a customer is served with a smile, eating out will leave a pleasurable feeling which will
be reflected in the amount of tip given to the waiter. On the other hand, even if the food
eaten is of excellent quality and enjoyed by the diner, poor service will elicit only a poor
tip, reflecting dissatisfaction with the total event of dining out
6. Attitudes, therefore, are not directly measurable but have to be inferred from
what people say, or indicate through their behavior, which may be in the form of
gestures : complete silence, anger or smiles and excitement. Since attitudes are
learned, they seem to have the property of motivating people's buying or other
behavior. In other 1 words, attitudes may push the consumer towards a particular
type of behavior. There are two characteristics of attitudes to be noted:
(i) They are relatively consistent with behavior
(ii) They change and are not permanent within a situation or time frame.
7. Nature of Changes
Consumers change their attitudes to their environment depending on how they see the
world around them. Two people may see a product in the same shop but react differently
to it, because their perceptions differ according to their own needs, values, expectations,
resources, culture and social biases or norms, habits and peer group influences.
Attitudes of consumers are therefore a result of repeated responses to products,
situations, services, and prices according to the specific need, values and expectations at
a particular time. Attitudes may change over time when needs, values and expectations
change in response to alterations in the external and internal environment of people.
Internal environment denotes the mental, emotional and psychological state of the person
at the time.
8. A few examples will explain this phenomenon. When a buyer goes to a shop with
children, the need to keep them quiet will make the parent buy chocolates for
them. But at a different time, when the mother has to rush home and cook for
the children, her mind will not go to the attractively displayed chocolates, but
she will quickly buy what she came for and rush home. Similarly at the end of the
month a consumer with limited resources will perhaps avoid going the market,
although shelhe may be tempted to buy clothes cheaply during the festival sale,
in preparation for the festival.
9. All sellers aim at changing consumer attitudes to products and brands, in order to capture
a high degree of sales. They can achieve this only by understanding the dynamics of
attitudinal change for which a number of strategies are used. These are :
1. Changing the basic motivational function of products and brands.
2. Associating the product with a specific group or event.
3. Relating to conflicting attitudes.
4. Altering the components of the brand.
5. Changing the established beliefs about competitor's brands.
10. Changing the Motivational Function:
Changing the consumer's attitude towards a product or brand may be achieved by making
new needs prominent. For that purpose, the utility, value and knowledge of the product
rnay be emphasized at the same time protecting the ego and social standing of the buyer
while introducing the new product or brand. Consumers generally 'assume that ever:! new
product or brand is an improvement over the previous one. Sellers also exploit the
consumer's disposition to succumb to apparent cost advantages and better effectiveness
and value for money.
Associating the Product with a Specific Group or Event:
Consumers tend to get influenced easily if the product being offered to them is one which
is said to be used by a celebrity or a person of high status or related to a national or
international event. The more global the association, the greater is the dynamism of the
consumer towards it. But here I would like to mention that, irrespective of the product
quality, if its association is with an individual, group or event that the consumer does not
think important or interesting, he/she generally tends to be a little complacement to the
idea of purchasing it.
11. Relating to Conflicting Attitudes
Consumers generally tend to develop their attitudes rationally before they act in the
market situation. Thus, attitudes generally precede behaviour, but sometimes a product
may cause conflicting attitudes to interplay in making consumer decisions. To explain the
nature of attitude change that may occur in these different situations, two theories that
have been well documented are :
Cognitive Dissonance Theory
Attribution Theory.
These theories provide different explanations as to why in some cases behaviour may
precede attitudes.
12. Altering the Components of the Brand
Marketers usually exploit the post-purchase dissonance of consumers for
promoting new products and brands, because they know that the consumer can
be pushed to take steps to reduce the conflict that has arisen in their minds
about the purchase. They do this very easily by changing slightly the components
of the brand, make the product look very much like the original and then
highlight the positive features that will attract the consumer to purchase it. With
the invasion of the media into the remotest parts of the country, md the
corresponding increase in government efforts towards increasing literacy, sellers
and traders find it much easier to influence buyers through word of mouth, as
well as advertisements. Advertisers try to send-messages which will reinforce
consumer decisions and relieve them of dissonance caused by conflicting
information about products and services.
13. Changes Established Beliefs About Competitor's Brands
To promote new products and services, marketers use the ability of reference groups to
change consumer attitudes and behavior and encourage conformity, in spite of established
beliefs of consumers about competing brands.
Do you know what are "reference groups*'? A reference group may be defined as any
person or group that serves as a point of comparison for an individual, for the purpose of
forming general or specific values, attitudes or behaviour patterns. Reference groups may
vary from family members, friends, social and cultural groups to sports heroes, rock stars,
rich or influential people of the community, whom consumers may like to emulate. They
become strong reference points because of their credibility in terms of knowledge and
experience, attractiveness and the power they wield.
Thus, group-guided decisions prove the impact of other people on an individual',
consumption beliefs, attitudes and behaviour, providing some insight into the methods
that can be used to bring about changes in consumer behaviour and attitudes.
14. Factors Responsible for Attitudinal
Change
We have just discussed the nature of changes in attitudes and behaviour of consumers. We will
now see what factors bring these changes about. There are many factors responsible for changes
in consumer behaviour and attitudes. Any change in any of them can result in a change in
attitude of consumers. These factors are briefly discussed below.
Inherent Nature of Consumers
By virtue of their inherent nature consumers do not dways make rational, economic, extensive
decisions. They would rather settle for a decision which is just "good enough" or satisfactory in
the circumstances at hand. In fact there are consumers who are rash or passive in their decisions.
The rash individual just buys products and services on impulse, whereas the passive buyer gets
easily lured by attractively exhibited goods or packaging. Both the rash and the passive consumer
end up buying products they really do not need and soon regret having bought them. Between the
two there is a third type of consumer, the cognitive or problem-solver, who is either seen as
receptive to or actively seeking products and services that fulfill his or her needs. A fourth type
of consumer is the emotional one who associates deep feeling with purchases, such as love, hope,
fear, fun, and even magic. Such people go through a lot of effort to find what they want, because
of their deep emotional involvement with their shopping.
15. Personality Traits
Every person has some natural and acquired personality traits, which get
reflected in hislher purchase behaviour. People may be divided into two broad
categories as far as personality traits are concerned. The extrovert and the
introvert. The extrovert consumers are very free with their money, and are
usually impulsive buyers. They are ready to spend freely to please and to get
acclaim from others. They will often buy products that will give them a "high
status" feeling, because they can never be alone, but crave for company. They
are good consumers from the marketer's point of view because they-easily try
new products.
Introvert consumers are generally loners and will go to the market only if they
have to, for purchases that strictly satisfy needs. When they go with friends, they
may get influenced but are generally very careful about not wasting money. They
have the ability to appreciate attractive displays and are quite happy to let
others buy them. When they do buy some present for others they care for, they
get very emotional if some one passes on their giift to others. They expect to be
appreciated for the choice that they so seldom make.
16. Social Influences
Social influences include the influence of family, friends, peer groups, work groups, club
mates, etc.
Family is the basic social group in which an individual is born, and therefore is most
influenced during the formative years of life. The environment provides economic stability,
emotional support, and introduces the individual to traditional life-styles and socializations,
all of which influence behaviour and choices in adult life.
Childhood socialization is most relevant to consumer socialization, and is a process by which
children acquire skill, knowledge, and attitudes that equip them to function as consumers. For
children, parents usually act as role models, who use promise of reward of material goods as a
device for modifying or controlling a child's behaviour. Children who are taught that they
cannot have everything they see, but must choose realistic alternatives, are generally found
to be more satisfied with their choices. Also, where parent's interaction is greater with the
children, they experience greater satisfaction with their presents. The socialization process is
however, a continuous one and not limited to childhood alone.
17. Social groups include work groups, leisure groups, walking companions, shopping
groups and partying groups and consumer action groups. Membership in a formal
social group may influence a consumer's behaviour through discussions about
products, services and particular stores which the members may patronize.
Consumers frequently imitate the behaviour of people whom they admire for
some reason.
People also acquire a set of beliefs, values and customs at an early age from
their social environment, in the form of religion, practices, disciplines, moral
and ethical behaviour patterns and so on. All these have an important role to
play in the consumer's behaviour and attitudes.
Thus consumer behaviour and attitudes are affected by a multiplicity of factors,
each having their effect on choice of products and services.
18. ROLE OF ADVERTISEMENT
'The word 'advertising' is derived from the Latin "ad vertere" which means to turn the mind towards. Advertising is
generally viewed as a process which encourages consumers to go through a series of steps, that may ultimately result in a
sale. The role of advertising is to:
capture attention
secure interest
create desire
encourage action.
These roles are achieved by targeting vulnerable groups of consumers like children, women etc., focusing on the benefits
of products, their special features, and advantages ovcr other products. This is generally done through catchy slogans,
attractive pictures, and so on.
A number of advertising agencies have sprung up to help the manufacturer in his efforts to achieve the above aims, but
the consumer is often left in a state of confusion. This is because ads exploit the emotions of people without giving much
information that would help the consuner to make considered choices. It will be noticed that the above aims of
manufacturers do not include consumer satisfaction. It is therefore up to the consumer to look after his own interests,
because ads can be competitive, deceptive, or corrective in nature. Judge for your self, but beware you don't fall into the
trap of the manufacturers or persuasive efforts of the ads.
Ads appear through different media both indoor and outdoor - to influence the consumers through varying appeals. Some
ads have an emotional appeal transmitting feelings of love, care, pride, frustration or guilt. Others make rational appeals
to the consumer, and carry product specific messages emphasizing quality, economy, value and performance. Still others
bear a social or moral appeal, with the messages leaving a feeling of right or wrong, good-bad, supenor-inferior and so on.
However, a combination of emotional and rational appeals is considered to be the most effective in drawing viewer
attention.