Consumer Behavior-Unit 2

City Groups of Colleges
Lecture Plan (UNIT-2)

Course:- BBA Semester: IV
Paper: BBA-406 Subject: Consumer Behaviour
Syllabus: Consumer Perception, attitudes, Changes in attitudes, Consumer Motivation
Lecture-1 Consumer Perception
Lecture-2 Attitudes, Changes in attitudes
Lecture-3 Consumer Motivation
Lecture-1
Consumer Perception
Consumer perception is defined as a process by which consumers sense a marketing stimulus,
and organize, interpret, and provide meaning to it. The marketing stimuli may be anything
related to the product and/or brand, and any of the elements of the marketing mix. We can
classify the marketing stimuli into two types, namely primary or intrinsic and secondary or
extrinsic.
The primary or intrinsic stimuli comprise the product and its components, namely brand name,
label, package, contents, and physical properties.
The secondary or extrinsic stimuli comprise the form in which the good or service offering is
represented through words, visuals, graphics, and the symbolism, or through other cues such as
price, outlet, salespeople, or marketing communication.
Elements of Perception
 Sensation
 The absolute threshold
 The differential threshold
 Subliminal perception
Aspects of Perception
 Selection
 Interpretation
 Organization
Perceptual Selection
People select particular stimuli from several stimuli to which they are exposed. It depends on:
 The nature of the stimulus

 Expectations
 Motives
 Selective Exposure
 Selective attention
 Perceptual Defence
 Perceptual blocking
Perceptual Interpretation
The process of assigning some meaning to the stimuli. The interpretation of stimuli is different
for every individual because it is based on what individuals expect to see in light of their
previous experience.
When stimuli are highly ambiguous, individuals usually interpret them in such a way that they
serve to fulfill needs, wishes, and interests, e.g. ink blot tests and projective techniques.
Principles of Perceptual Organization

People tend to organize stimuli into groups and perceive them as unified whole. It is based on
Gestalt psychology ( Gestalt, in German, means pattern or configuration) is the name of the
school of psychology that first developed the basic principles of perceptual organization.
Three of the most basic principles of perceptual organization are:
 Figure and ground

 Grouping
 Closure
Some marketing variables influencing Consumer Perception
 Nature of Product
 Physical attributes of product
 Package Design
 Brand Name
 Advertisements and Commercials
 Position of Ad
 Editorial Environment
Distorting Influences
 Physical Appearances
 Stereotypes
 Irrelevant Cues
 First Impressions
 Jumping to conclusions
 Halo Effect
Applications of Perception
 Product Positioning and Repositioning

 Positioning of services
 Perceived Price
 Perceived Quality
 Retail Store Image
 Manufacturers Image
 Perceived Risk
Lecture-2
Attitudes
 A learned predisposition to behave in a consistently favorable or unfavorable manner

with respect to given object.
 They are formed as a result of direct experience with the product, information acquired
from others, and exposure to mass media.
 Attitudes have consistency: Do not change easily
 Attitudes occur within a situation.
Structural Models of Attitudes
 Tri-component Model
 Multi-attribute model
 The Trying to Consume Model
 Attitude toward the Ad Model
Tri- Component Model
Attitude comprises three components
 Cognitive: This component captures a consumer’s knowledge and perception (i.e.,

beliefs)
 Affective: This component consists of the consumer’s emotion or feelings.
 Conative: This component consists of a person’s intention or likelihood towards a
particular product. It usually means the actual behavior of the person or his intentions.
Multi- Attribute Attitude Model
Attitude models that examine the composition of consumer attitudes in terms of selected
product attributes or beliefs.
The attitude toward object model
-Attitude is function of evaluation of product specific beliefs and evaluations.
The attitude toward behavior model
-Is the attitude toward behaving or acting with respect to an object, rather than the attitude
toward the object itself.
Theory of reasoned action model
A comprehensive, integrative model of attitudes
Theory of reasoned action
Trying to Consume Model

The theory of trying to consume is designed to account for the many cases in which the action
or outcome is not certain but instead reflects the consumer’s attempts to consume (i.e.,
purchase).
Attitude toward the Ad Model
A model that proposes that a consumer forms various feelings (affects) and judgements(
cognition) as the result of exposure to an advertisement, which, in turn, affect the consumer’s
attitude toward the brand.
Strategies of Attitude Change
 Changing the basic motivational function.

 Associating the product with an admired group or event
 Resolving two conflicting attitudes
 Altering components of the Multi-attribute model
 Changing beliefs about competitors’ brand
Lecture-3
Consumer Motivation
23rd February 2020 0
Consumer motivation is an internal state that drives people to identify and buy products or
services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs
can then motivate them to make a repeat purchase or to find different goods and services to
better fulfill those needs.
Needs are the core of the marketing concept. The study of Motivation refers to all the processes
that drives in a person to perceive a need and pursue a definite course of action to fulfill that
need.
What are Needs: Every individual has needs that are required to be fulfilled. Primary needs are
food, clothing, shelter and secondary needs are society, culture etc.
What are Wants: Needs are the necessities, but wants are something more in addition to the
needs. For example, food is a need and type of food is our want.
What are Goals: Goals are the objectives that have to be fulfilled. Goals are generic and product
specific in nature. Generic goals are general in nature, whereas product specific goals are the
desires of a specific nature.
Needs and fulfillment are the basis of motivation. Change takes place due to both internal as well
as external factors. Sometimes needs are satisfied and sometimes they are not due to individual’s
personal, social, cultural or financial needs.
Theories of Motivation
Maslow’s Theory of Need Hierarchy
Based on the notion of a universal hierarchy of human needs Dr Abraham Maslow, a clinical
psychologist formulated a widely accepted theory of human motivation. This identifies five basic
levels of human need which rank in order of importance from lower level needs to higher level
needs.
This theory signifies the importance of satisfying the lower level needs before higher level needs
arise. According to this theory, dissatisfaction motivates the consumer.
Following are the levels of human needs
Maslow’s Need Hierarchy Theory
 Physiological Needs: Food, clothing, air, and shelter are the first level needs. They are
known as the basic necessities or primary needs.
 Safety or Security Needs: Once the first level needs are satisfied, consumers move to the
next level. Physical safety, security, stability and protection are the security needs.
 Social Needs: After the safety needs are satisfied, consumers expect friendship,
belonging, attachment. They need to maintain themselves in a society and try to be
accepted.
 Esteem Needs: Then comes esteem needs such as self-esteem, status, prestige.
Individuals here in this stage want to rise above the general level as compared to others
to achieve mental satisfaction.
 Self-Actualization: This is the highest stage of the hierarchy. People here, try to excel in
their field and improve their level of achievement. They are known as self-actualizers.

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City Groups of Colleges

Lecture Plan (UNIT-2)

Lecture-1 Consumer Perception

Lecture-2 Attitudes, Changes in attitudes

Lecture-3 Consumer Motivation

 The absolute threshold

 The differential threshold

 The nature of the stimulus

Principles of Perceptual Organization

 Figure and ground

Some marketing variables influencing Consumer Perception

 Product Positioning and Repositioning

 A learned predisposition to behave in a consistently favorable or unfavorable manner

 Cognitive: This component captures a consumer’s knowledge and perception (i.e.,

Trying to Consume Model

 Changing the basic motivational function.

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