Beruflich Dokumente
Kultur Dokumente
Unit 2
Consumer Research
The role of consumer research
CONSUMER MOTIVATION
Motivation: - It is the driving force within individuals that impels them to action.
Model of the Motivation Process
Learning
Tension
Drive
Behavior
Cognitive Processes
Tension Reduction
NEEDS
Types of Needs: Innate needs or Primary needs or Biogenic needs Acquired needs or Secondary needs or Psychogenic needs Prepotent needs
AROUSAL OF MOTIVES
a. Physiological Arousal
b. Emotional Arousal
c. Cognitive Arousal d. Environmental Arousal
Measurement of Motives
Quantitative (Consumer Research)
Motivational Research
Qualitative (Consumer Research)
Importance of Personality: Personalities are likely to influence the individuals product choices and
also attitude towards various product categories. It helps in selling.
It helps in CRM.
It helps in Consumer/Market Research. It helps in promotions (Marketing Communication & Advertisements). It helps in aspiring the customers to reach their potential. It helps in deciding about the Target Customers
The Nature of Personality: Personality reflects individual differences Personality is consistent and enduring Personality can change
- According to a research, Mens personality has generally remained relatively constant over the past 50 years, womens personality has seemed to become increasingly more masculine.
Theories of Personality
Freudian theory Non Freudian theory Trait theory FREUDIAN THEORY: According to Sigmund Freuds psychoanalytic theory of personality, Unconscious needs or drives, specially Biogenic or materialistic needs are at the heart of the human motivation and personality. Types of Interacting Systems: ID
SUPEREEGO
EGO
Gratification
1. Id
3. Ego
2. Superego
Non Freudian Personality theory: Non Freudians believed that Social Relationships are fundamental to
Aggressive individuals
Detached individuals
Trait theory: A Trait is defined as any distinguishing, relatively enduring way in which one individual differs from another.
f) Sensation Seeking
g) Variety Novelty Seeking
Cognitive Personality Factors a) Need for Cognition High Vs Low b) Visualizers Vs Verbalizers
Importance of Personality.
Consumer Ethnocentrism Brand Personality Brand Personification Product Personality & Gender Product Personality and Geography
Self & Self Image Single or Multiple Selves The Makeup of the Self Image The Extended Self Altering the Self
Supraliminal Perception
Consumer Imagery Consumer Behavior
CMSMA Model
Needs, Wants & Demands Motives
Consumers Action
Motivation Perception
Stimuli/Sensation
Consumer Learning
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. The term learning encompasses the total range of learning, from simple, almost reflexive responses to the learning of abstract concepts and complex problem solving. Factors for Learning: Motivation Cues Response Reinforcement
Behavioral Learning Theories: Stimulus Response Theories Classical Conditioning (Ivan Pavlov) - Conditioned Learning
- Unconditioned Learning
Instrumental Conditioning
Cognitive Learning Theory: Learning based on mental activity is called Cognitive Learning. Information Processing
Sensory Input Long term store
Working memory
Encoding
Retrieval
Forgotten;
Forgotten;
Forgotten;
Lost
Lost
Unavailable
Involvement Theory Involvement theory and Media Strategy Involvement Theory and Consumer Relevance Central and Peripheral Routes to Persuasion Measures of Consumer Learning Recognition and Recall Measures Cognitive Responses to Advertising Repeat Patronage Brand Loyalty High Loyalty Spurious Loyalty Low Latent Loyalty No Loyalty
High
Relative Attitude Low
Consumer Attitude
An attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object. Attitudes are Learned Predisposition Attitudes have Consistency Tricomponent Attitude Model
Attitude Continued.
Shopping Groups
Work Groups Virtual Groups or Communities Brand Communities Consumer Action Groups
Celebrities
The Expert The Common Man
Types of Family: Married Couple Nuclear Family Extended Family Single Parent Family Joint Family
Intergenerational Socialization
Consumer Influence
Opinion Leadership: - It is process by which one person (the opinion leader) informally influences the attitudes or actions of others, who may be opinion seekers or merely opinion recipients. Dynamics of the opinion leadership process: -
Financial Services 9%
The Needs of Opinion Leaders The Needs of Opinion Receivers
Diffusion of Innovations
It involves 2 closely related processes: -
Diffusion Process It is a macro process concerned with the spread of a new product from its source to the consuming public Adoption Process It is a micro process that focuses on the stages through which an individual consumer passes when deciding to accept or reject a new product. Consumer Innovators Those who are the first to purchase a new product.
Resistance to Innovation Relative Advantage
Adoption Or Rejection
Awareness
Interest
Evaluation
Trial
Adoption Or Rejection