Date post: | 15-Aug-2015 |
Category: |
Business |
Upload: | sameer-mathur |
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CONSUMER PSYCHOLOGY
HOW DOES PSYCHOLOGY AFFECT RESPONSE TO A MARKETING PROGRAM?
NEED BECOMES MOTIVATION WHEN IT IS AROUSED TO
A SUFFICIENT LEVEL OF INTENSITY
FREUD’S THEORY
MASLOW’S THEORY
TWO FACTOR THEORY
SATIFIERS
DISSATISFIER
FACTORS THAT CAUSE SATISFACTION.FOR EXAMPLE, A COMPLIMETARY ON BOARD GPS IN A CAR.
FACTORS THAT CAUSE DISSATISFACTION.FOR EXAMPLE, LACK OF FIRST FREE SERVICE IN A CAR.
SATISFIERS MUST BE PRESENT IN THE PRODUCT.
ABSENCE OF DISSATISFIERS NOT ENOUGH.
PROCESS BY WHICH WE SELECT,ORGANIZE AND
INTERPRET INFORMATION TO CREATE SOMETHING
MEANINGFUL
EVERYONE HAS
THEIR OWN
PERCEPTIONS
SELECTIVE ATTENTION
WHAT DO PEOPLE NOTICE?
NOTICE STIMULI RELATED TO CURRENT NEED
NOTICE STIMULI THEY ANTICIPATE
NOTICE LARGE DEVIATIONS FROM NORMALITY
SELECTIVE DISTORTION
CONSUMERS ‘MOULD’ INFORMATION ACCORDING TO THEIR OWN PRECONCEPTIONS.
TEND TO DISTORT INFORMATION TO BE CONSISTENT WITH PRIOR BRAND AND PRODUCT
BELIEFS.
SELECTIVE RETENTION
WE TEND TO REMEMBER GOOD POINTS ABOUT A PRODUCT WE LIKE. NOT THE BAD ONES
LEARNING
Learning changes our behaviour based on our experience.We tend to generalize and discriminate based on learning.
CONSUMERS ARE NOT RATIONAL ALL
THE TIME
MARKETERS HAVE TO APPEAL TO EMOTIONS
MEMORY
“WAS NOT GOOD THE LAST TIME I USED IT, WON’T PURCHASE IT.
MARKETERS TRY AND CREATE A POSITIVE IMAGE OF THE BRAND SO THAT CONSUMERS REMEMBER THE PRODUCT IN THE MARKET.
‘TOP OF THE MIND RECALL’ BY STANDING OUT AND MAKING A PLACE IN THE MEMORY.