understanding consumer behaviour

By Ghaayathri PGAPR09Rm082

Consumer Behavior

• Study of People• How and why they buy what they Buy?• How to identify needs and satisfy them ?

•Why CB??

What is Consumer Behavior??

Where is the fit??

Segmenting the Internet Space

Overall Model

CDP

Self Concept

and Lifestyle

Need

s

Des

ires

Consumer(Complex ) Decision Process

Decision Making

Consumer PerceptionPerception is the way a person acquires and assigns meaning to a stimuli

Learning

Conditioning Theories

Classic Stimulus-response theory focusing on reflex behaviour

OperantReinforcement of behaviour

Cognitive Learning Theory

• Maslow’s Hierarchy of Needs• McClelland Theory – Power, Achievement

and Affliation• Herzberg Theory Hygiene - Motivation

Theory • Latent and Manifest Needs

Consumer Motivation

Herzberg Hygiene –Motivation Theory

Consumer Personality

The way people think, act or feel towards a situation

Attitudes and Influencing Attitudes

Memory –Main Stages

• Appeal to senses - attract initial attention– e.g. colours, sounds, size, words, freebies, product

samples• Ensure immediate rehearsal – short-term memory• Assist with transfer to long-term memory:

– Word associations– Ask questions– Images that are familiar to the target audience– Use reinforcement– Same logo and slogans on all promotions, packaging, etc.– Use links between words and images

• Retrieval - use techniques to aid retrieval– e.g. Overall theme of ads match in-store promotions

Applying Memory to Ads

Thank You