consumer bahavior-4 a marketing plan prerequisite by
DESCRIPTION
In a marketing plan a key issue is positioning; understanding and managing perceptions. In consumer behavior studies, perceptions is an important psychological core; an internal process. The sequence of understanding perceptions is as follows: sensory receptors, attention, interpretation, response. Sensory receptors are based on sights such as colors, sounds (muzak), smells (olfactory), tates and textures.TRANSCRIPT
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Consumer Behavior-4
From Perceptions to Behavior
Danny AbramovichMarketing Plan Specialist
1 .Management2 .Marketing
3 .Research4 .Segmentation
5 .Consumer Behavior-26 .Creativity
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Course Schedule Part 2
1. Management
2. Marketing
3. Research
4. Segmentation
5. Consumer Behavior
6. Creativity
part2
part3
3
Management
Marketing
Marketing Research
Market Segmentation
Consumer Behavior
5. Consumer BehaviorMethodology
© Danny Abramovich
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5. What Affects CB?
What Affects Consumer Behavior?
5.1 Psychological Core (Internal Process)
5.2 Decision Making Process
5.3 Consumer’s Culture (External Process)
5.4 Consumer Behavior Outcomes
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5. What Affects CB?
Decision Making Process
Consumer Behavior Outcomes
Psychological Core Internal Process
Consumer’s CultureExternal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.1 Psychological Core
Psychological Core Internal Process
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.1 Psychological Core
5.1.1. Perceptions
5.1.2. Learning & Memory
5.1.3. Motivation and Values
5.1.4. Attitudes & Attitude Change
5.1.5. The Self
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-processSENSATION
MEANING
Perceptual Process
Perception
input of our nervous system
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-processSENSATION
MEANING
Perceptual Process
Perception
A new range of tactile gravure inks and lacquers allow touch & feel sensations to brand names (Sun Chemical)
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Perceptual Process
Perception
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-processSENSATION
MEANING
Perceptual Process
Perception
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5.1 Psychological CoreInternal-process
MEANING
Perceptual Process
Perception
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5.1 Psychological CoreInternal-process
MEANING
Perceptual Process
Perception
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5.1 Psychological Core
Buyers’ Views of Sellers (78%):
Internal-process
MEANING
Perceptual Process
Perception
• Unreliable• Devious• Opinionated• Arrogant• Poor Listeners
• The enemy• Untrustworthy• Pushy• Aggressive• Manipulative
Only 18% saw the salesperson in positive terms. Source: Negotiation Resource International
‘Buyer Behaviors’, 2001
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
imuli
Sensory receptors Attention
Interpretation
Response
Perception
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Perceptual Process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Perception
SENSATION
MEANING
STIMULI
Perceptual ProcessNow, back to perceptual
maps!
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Perception
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Perception
Now, back to perceptual
gaps!
perceptual gap
perceptual gap
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
imuli
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Perceptual Process
Perception
CCoolloouurrssin the service of marketers
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5.1 Psychological CoreInternal-process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-processIn the early 20th century, renowned psychologists Dr. Max Luscher and Dr. Theo Gimbel developed Rudolph Steiner's basic principle: people chose colors for their direct association with their current physical state and psychological needs.
www.paulgoldin.com/colorgenics.htm
Perceptual Process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
imuli
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Perceptual Process
Perception
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
imuli
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Perceptual Process
Perception
“Audio Architecture”Once “Elevator Music“, now Muzak, music experiences
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Sound Greeting Cards
Perceptual Process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
imuli
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Perceptual Process
Perception
Olfactory Marketing Smells can have a significant effect on mood and sense of well-being: bakery in a supermarket...
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Citroën C4 offers a scent-diffuser in the ventilation system and a range of nine different scents.
www.parfum-indigo.com
Perceptual Process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Omni Hotels Creates 'Sensory Advisory Board' NEW YORK – Omni hotels has embarked on a campaign to increase customer satisfaction with the help of lemon grass and green tea scents, lavender pillow spray and a calming CD to lull guests to sleep (2006).
Perceptual Process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
imuli
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Perceptual Process
Perception
Blind taste test
Sales promotion through tasting
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-processInter-cultural differences
National taste
Perceptual Process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
imuli
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Perceptual Process
Perception
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Touching is influenced by someone'sbackground and culture. Arabs may touchonce or not at all while North Americanscould touch each other between two and four times an hour, according to some researchers. People from the United Kingdom, certain parts of Northern Europe and Asia touch far less, while in France and Italy people tend to touch farmore frequently. New-Zealand
Perceptual Process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
imuli
Sensory receptors Attention
Interpretation
Response
Perception
SENSATION
MEANING
sights
sounds
smells
tastes
textures
Perceptual Process
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Interpretation
Interpretation: understand meaningsAoccdrnig to a rscheearch at an Elingshuinervtisy, it deosn't mttaer in waht oredr theltteers in a wrod are, the olny iprmoetnt tihng istaht frist and lsat ltteer is at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae we do not raedervey lteter by it slef but the wrod as a wlohe!
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Interpretation
Role of Symbolism in InterpretationSign
logo
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Interpretation
Role of Culture in Interpretation
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Interpretation
Response
Perception
MEANING
Perceptual Process
signlogobrand
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Interpretation
Response
Perception
MEANING
Perceptual Process
signlogobrand
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Interpretation
Response
Perception
MEANING
Perceptual Process
signlogobrand
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5.1 Psychological Core
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
Internal-process
Interpretation
Response
Perception
MEANING
Perceptual Process
signlogobrand
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5.1 Psychological Core
5.1.1. Perceptions
5.1.2. Learning & Memory
5.1.3. Motivation and Values
5.1.4. Attitudes & Attitude Change
5.1.5. The Self
5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes
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Part Five out of Six