CONSUMER AS AN INDIVIDUAL

SUBMITTED TO: MISS. ANSHU BHAGYA

SUBMITTED BY: DEEPA SADANI SONAL PESWANI DIVYA MULANI PRIYANKA RAMRAKHIYANI

CONSUMER PERCEPTION

Perception
The

process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us
Sketchers

Elements of Perception

Sensation Absolute threshold Differential threshold

Sensation

The immediate and direct response of the sensory organs to stimuli A stimulus is any unit of input to any of the senses. The absolute threshold is the lowest level at which an individual can experience a sensation.

Differential Threshold

Minimal difference that can be detected between two similar stimuli Also known as the just noticeable difference (the j.n.d.)

Aspects of Perception

Selection Organization

Interpretation

Aspects of Perception

Selection Organization

Interpretation

Perceptual Selection

Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors

Consumers previous experience Consumers motives Nature of the stimulus Expectations Motives

Selection depends on the

Aspects of Perception

Selection Organization

Interpretation

Aspects of Perception

Selection Organization

Interpretation

Interpretation
Perceptual Distortion

Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect

Positive attributes of people they know to those who resemble them Important for model selection Attractive models are more persuasive for some products

Consumer as an individual

ATTITUDE

ATTITUDE
If a person gets his attitude toward money straight, it will help straighten out almost every other area in his life.
If you don't like something, change it. If you

can't change it, change your attitude.

DEFINITION OF ATTITUDE
A predisposition to evaluate an object or product positively or negatively Attitude is lasting because it tends to endure over time.
Attitude has three component: belief , affect

and behavioural intentions.

Attitude Change Strategies:

Changing attitudes is generally very difficult, particularly when consumers suspect that the marketer has a selfserving agenda in bringing about this change (e.g., to get the consumer to buy more or to switch brands).

Functional theory of Attitude

Utilitarian function : related to the basic principles of rewards and punishment. Value expressive functions : attitude that express consumers central values or self concepts. Ego defensive function : formed to protect consumers external threats or internal feelings.

 Ego defensive function : formed to protect

consumers external threats or internal feelings.

Knowledge function : attitudes formed as the result of the need for order , structure , or meaning .

Levels of commitment to an attitude

Lowest level : this attitude is formed as it helps in gaining rewards or avoiding punishment. Identification: formation of attitude in order for the consumer to be similar to another person. Highest level: deep seated attitudes which become part of a consumers value system .

THE TRI COMPONENT ATTITUDE MODEL

COGNITION

AFFECTION

CONATION

THE ABC MODEL

AFFECT : how a consumer feels about an attitude object.
BEHAVIOUR: The consumer s inttention to

do something with regards to an attitude object. COGNITION: the beliefs a consumer has about an attitude object

MEANING
THE PERSON BY WHICH PERSON ACQUIRE THE PURCHASE AND CONSUMPTION,KNOWLEDGE,AND

EXPERIENCE WHICH THEY APPLY TO FUTURE RELATED BEHAVIOUR IS CALLED CONSUMER BEHAVIOUR.

IMPORTANT ASPECTS
Learning involves a change in behaviour,though this change is not necessarily an improvement over previous

behaviour. Learning is a process which continuously evolves and changes as a result of newly acquired knowledge.this consumer learning can occur with increased knowledge based on getting imformation from reading magazines or articles or books,through observation,from thinking or from

ELEMENTS OF LEARNING PROCESS

MOTIVATION DRIVE CUES RESPONSE REINFORCEMENT

RETENTION

TYPES OF LEARNING PROCESS

Routines: many of the consumer behaviour occurs without the involvement of extensive consideration and reflection like-shopping in a departmental store, have a snack at the restaurant, going out for a movie with friend and so on.such forms of consumption are routine in nature.

As customers we are bombarded with a multitude of products and services at the market place.but one learns to adapt and respond to the environment through the various mechanisms of learning.

Mechanisms of learning
Cognitive learning
Classical conditioning Instrumental conditioning Modeling

Classical conditioning describes behaviour as a learned process by repetitive association between a stimulus and response.

About marketers
Marketers have been using T.V.as a medium to communicate through ads, about their brands, to consumers. Today with competition having increased manifold, the criteria for measuring ad effectiveness has moved from measures of association to measuring a change in the consumers psychological set.

Consumer memory
Marketers are interested in learning about human memory because it will help them to know how consumer process information and

then act up on it while taking purchase decision. In order to work upon the information or process it, the relevant information has to be retrived from inactive long memory and brought in to active short term memory.