how the information takes place while purchasing for a product

1. PRESENTED BY- MADHU VERMA
INFORMATION PROCESSING
IN CONSUMER BEHAVIOUR

2. INTRODUCTION
Consumer behaviour is the study of individuals,
groups, or organizations and the processes they use to
select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts
that these processes have on the consumer and society.
Customer behaviour study is based on consumer
buying behaviour, with the customer playing the three
distinct roles of user, payer and buyer.

3. CONSUMER INFORMATION PROCESSING
It is the process through which consumers are
 Exposed to information
 Attend to it
 Comprehend it
 Place it in memory
 Retrieve it for later use

4. STAGES INVOLVED IN CONSUMER INFORMATION
PROCESSING
1. Perception
2. The Exposure Stage
3. Attention Stage
4. The Comprehension Stage
5. Consumer Involvement

5. PERCEPTION STAGE
It is the process through which individuals are
exposed to
 Information
 Attend the information
 Comprehend the information
Exposure- Consumers receive information
through their senses
Attention- Consumers allocate processing
capacity to a stimulus
Comprehension- Consumers interpret the
information to obtain meaning from it.

6. The EXPOSURE STAGE
In this process consumer’s sensory organs are
activated by stimulus.
 Selective Exposure- consumers can actively
choose whether or not to expose themselves
to information.
 e.g., zipping and zapping through a video
tape (fast forwarding through commercials
or turning off the sound during commercials)
 Sensation- the stimulation of a person's
sensory receptors and the transmission of
the sensory information to the brain.

7.  Subliminal Perception- the idea that stimuli
presented below the level of conscious awareness
might influence behavior and feelings.
 Consumer Adaptation- the amount or level of the
stimulus to which the consumer has become
accustomed. A reference point to which changes in
the level of the stimulus are compared
 Butterfly Curve- at the adaptation level, consumer
preference for a stimulus declines because the person
has become habituated to the stimulus. Preference
for a stimulus is greatest at points just higher or
lower than the adaptation level
Eg- Why are fashions constantly changing?

8. THE ATTENTION STAGE
It is the process of the allocation of cognitive capacity
to an object or task.
 Types of Attention
 Voluntary attention:
consumers actively search out information that has
personal relevance
 Selective attention:
consumers selectively focus attention on relevant
information
 Involuntary attention:
consumer is exposed to something surprising, novel,
threatening, or unexpected. Eg- Surprise

9. THE COMPREHENSION STAGE
It is the process through which individuals
organize and interpret information.
 Perceptual Organization-
the way people perceive shapes, forms,
figures, and lines in their visual world
 Gestalt Psychology:
attempts to understand how people perceive
patterns in the world

10.  Interpretation processes:
people draw upon their experience, memory
and expectations to attach meaning to a
stimulus
 Expectations:
prior beliefs about what should happen in a
given situation can influence the
interpretation of information.

11. CONSUMER INVOLVEMENT
It is the process through which individuals are influenced by the
 perceived personal importance and/or
 interest
 As involvement increases, consumers have greater motivation to
comprehend and elaborate on information salient to the purchase.
 Higher levels of involvement are expected to result in
 a greater depth of information processing
 increased arousal
 more extended decision making
Factors which can influence purchase involvement:-
-situation
-product
-personality
-communication

12. THANKING YOU