Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 40 views

    Factors Influencing Conb: Cultural (E) Social (E) Psychological (I)

    Uploaded by

    Lagnajit Ayaskant Sahoo
    Psychological factors that influence consumer behavior include perception, motivation, and learning. Perception involves how consumers sense and interpret marketing stimuli. Motivation refers to internal drives and goals that direct consumer behavior. Maslow's hierarchy of needs theorizes that people are motivated to fulfill basic needs before pursuing higher-level needs. McClelland identified three motivational needs - power, affiliation, and achievement - that marketers can appeal to in advertisements. Marketers seek to understand consumer motivation to better satisfy needs and influence behavior.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Factors Influencing Conb: Cultural (E) Social (E) Psychological (I)

    Uploaded by

    Lagnajit Ayaskant Sahoo
    40 views35 pages
    Psychological factors that influence consumer behavior include perception, motivation, and learning. Perception involves how consumers sense and interpret marketing stimuli. Motivation refers to internal drives and goals that direct consumer behavior. Maslow's hierarchy of needs theorizes that people are motivated to fulfill basic needs before pursuing higher-level needs. McClelland identified three motivational needs - power, affiliation, and achievement - that marketers can appeal to in advertisements. Marketers seek to understand consumer motivation to better satisfy needs and influence behavior.

    Original Title

    Conb Session-3 (Final)

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Psychological factors that influence consumer behavior include perception, motivation, and learning. Perception involves how consumers sense and interpret marketing stimuli. Motivation refers to internal drives and goals that direct consumer behavior. Maslow's hierarchy of needs theorizes that people are motivated to fulfill basic needs before pursuing higher-level needs. McClelland identified three motivational needs - power, affiliation, and achievement - that marketers can appeal to in advertisements. Marketers seek to understand consumer motivation to better satisfy needs and influence behavior.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    40 views35 pages

    Factors Influencing Conb: Cultural (E) Social (E) Psychological (I)

    Uploaded by

    Lagnajit Ayaskant Sahoo
    Psychological factors that influence consumer behavior include perception, motivation, and learning. Perception involves how consumers sense and interpret marketing stimuli. Motivation refers to internal drives and goals that direct consumer behavior. Maslow's hierarchy of needs theorizes that people are motivated to fulfill basic needs before pursuing higher-level needs. McClelland identified three motivational needs - power, affiliation, and achievement - that marketers can appeal to in advertisements. Marketers seek to understand consumer motivation to better satisfy needs and influence behavior.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 35

    Factors Influencing ConB

    Psychological (I)

    Cultural (E) Perception


    Social (E)
    Culture Motivation
    Reference
    Subculture Groups Personality
    Family Learning
    Attitudes
    What comes to your mind when you
    see ...
    Perception

    How we see the world around us.


    Basic Concepts of Perception

    1.Sensation

    2.Absolute Threshold

    3.Differential Threshold

    4.Subliminal Perception
    1. Sensation

    Immediate & direct response of sensory organs to stimuli.

    Products Eyes See


    Evolution
    Packages Ears Hear
    &
    Brand Name Nose Smell
    Use of
    Advt Theme / Mouth Taste
    Products
    Commercials Skin Touch

    Stimuli Sensory Inputs Sensory Functions


    (receptors)

    (Proces of Transforming a Sensation)


    Some Examples w.r.t. Sensation

    1. Vision: Package size with eye-catching shapes / Colours-warm


    (roy) vs cool (gvb)
    2. Sound: Ad jingle; Auto engine sound; Retail env (fast vs slow
    tempo)
    3. Smell: Cosmetics, Foods; Scented stores (Barista, CCD,
    Krispy Kreme); Scented cars (ambipure); Soaps (Liril &
    Cinthol); Pleasant Cola smell.
    4. Taste: Beverages / Food markets; Taste test
    5. Touch: Fabric; REI chain of sporting goods
    Dutch
    detergent advt
    demonstrates
    (Flowery
    orange fades
    without Dreft)
    2. Absolute Thresholds

    • The minimum level of stimulus needed for it to


    be perceived i.e., the point of detecting a
    difference between something & nothing.

    • For example: the point at which one can first see


    the billboard on a high way. Before that point the
    billboard is below the absolute threshold.
    3. Differential Thresholds

    The minimum difference that can be


    detected between two similar stimuli is
    known as the differential stimuli or the
    j.n.d. (just noticeable difference).

    The minimum detectable difference.


    Example of Differential Threshold

    1. A black & white television commercial. (Levi’s


    black & white ad)

    2. Cadbury’s relaunched version of “Dairy Milk”.

    3. Jenson and Nicholson’s full page ad.

    5. Advertorial (Reader’s Digest)

    6. LG is expensive
    Gradual Changes
    in Brand Name
    Fall Below the
    J.N.D.
    Strategic Applications of JND

    • Pricing:
    – When raising the price, try to move .............
    • Sales promotion:
    – Make coupons ___________ than the JND.
    • Product:
    – Make decreases in size of food product _______ than JND.
    – When the word new is used, product change is ______ than JND.
    • Packaging:
    – To update package styling & logo keep ________ the JND.
    – To change image, make styling changes ________ than the JND.
    4. Subliminal Perception

    Occurs when the stimulus is below the level of

    the consumer’s awareness.


    Stimulus Organisation

    • Consumers show a tendency to organise various stimuli into groups and


    perceive them as unified whole objects.
    • Closure Principle: Consumers tend to perceive an incomplete picture as
    complete. E.g., Herohonda ad.
    • Principle of Grouping: Consumers tend to group stimuli. E.g., Pepsi has
    associated itself with Indian Cricket; Axe effect are best for youth
    • Figure-ground Principle: Combo of dominant i.e., figure (message) and
    secondary background stimulus i.e., ground (jingle, humour, graphics etc).
    E.g., Airtel ad having A R Rahman's music
    Principle of Closure

    This Land Rover ad illustrates the use of the principle of closure, in which
    people participate in the ad by mentally filling in the gaps in the
    sentence.
    Principle of Grouping

    • Proximity
    – Seeing 3 pair of lines in A.
    • Similarity
    – Seeing columns of orange and
    red dots in B.
    • Continuity
    – Seeing lines that connect 1 to
    2 and 3 to 4 in C.
    • Closure
    – Seeing a horse in D.
    Figure-ground Principle

    This billboard for Wrangler jeans makes creative use of the


    figure-ground principle.
    MOTIVATION
    Motivation

    “. . . an inner state of arousal [drive] that


    [creates] . . . energy to achieve a goal.”
    Consumer Motivation

    Meaning: to understand why consumers do what


    they do. i.e., why do people buy our product.

    Goal of marketing is to satisfy consumer’s needs.


    Simple Model of Motivation

    NEEDS DRIVES GOALS


    (Desires or Wants) (Motives) (Incentives)

    Need for Hunger Pizza, Coca-Cola


    food & water &
    Thirst drives
    NEED TYPES

    • Primary (Psychological i.e., thirst, hunger and sex)


    • Secondary (Acquired i.e., sense of belongingness, status and self-
    esteem)
    • Consumers may be unaware about secondary needs so symbolism is
    attached with brands. E.g., Louis Philip, Park Avenue in apparel,
    Mercedes in automobile and Fast Track in watch reflect symbolism.
    • Research supports this. For e.g., Liril soap was launched in 70’s after a
    research that housewives had a distinctive need for fantasizing. Ad of
    Liril captured that- waterfall, freshness (green) & carefree attitude of
    model.
    Changing Consumer Needs
    THEORIES OF MOTIVATION
    Maslow’s Hierarchy of Needs

    To earn a PhD / to win gold medal


    / To serve nation as politician
    / to play for country / become a great
    musician, actor

    Cars / furniture / credit cards


    / luxury products

    Superior clothing / clubs


    / entertainment

    Insurance / investments /
    helmet / seat belt / anti-virus

    Basic food / clothing


    / drinks / sex
    Need Hierarchy Theory & Marketing

    • Marketers should not promise what they cannot deliver or


    create unrealistic expectations
    • An useful framework for developing advertising appeals.
    • Is often used as a basis for market segmentation, with
    specific Ad appeals directed to one or more need-segment
    levels.
    • Works well in developing positioning strategies (to find a
    niche – an unsatisfied need).
    Appeal to Egoistic Needs
    Appeal to Self-
    Actualization

    Ad for an athletic shoes “converse”


    A Trio of Needs (McClelland)

    * Power
    - individual’s desire to control environment

    * Affiliation
    - need for friendship, acceptance, and belonging
    - to be in the company of other people
    - products are consumed in groups (team sports, shopping
    malls)

    * Achievement
    - need for personal accomplishment
    - closely related to egoistic and self-actualization needs
    Appeal to
    Power
    Needs
    United colours of Benetton
    Appeal to
    Affiliation
    Needs
    Appeal to
    Achievement
    Needs
    Thank You

    You might also like