Download - 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