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M
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CONSUMER BEHAVIOUR
M
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TOC Reviewer
Author : S H H Kazmi
Copyright:
2015 Publisher
ISBN:
978-81-8323-121-3
Address:
A-45, Naraina, Phase-I, New Delhi 110 028
Only for
NMIMS Global Access - School for Continuing Education School Address
V. L. Mehta Road, Vile Parle (W), Mumbai 400 056, India.
iii
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Case Studies
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CONSUMER BEHAVIOUR
C U R R I C U L U M
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Consumer Protection: Laws in India: Consumer Protection Act, 1986, Sale of Goods Act,
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CONTENTS
1.1
Introduction
1.2
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1.2.1
1.2.2
1.3
Types of Consumers
1.3.1
1.3.2
1.4
1.4.1
1.4.2
Attitude
1.4.3
1.4.4
1.4.5
Information Processing
1.5.1
Cultural Influence
1.5.2
Subcultural Influence
1.5.3
1.5.4
1.5.5
Familys Influence
1.5.6
1.6.1
1.6.2
Behaviourist Model
1.6.3
Cognitive Model
1.6.4
Humanistic Model
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1.7
Consumer Research
1.7.1
1.7.2
1.10 Summary
1.11
Descriptive Questions
1.12
1.13
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INTRODUCTORY CASELET
PACKAGING INFLUENCING CONSUMER BEHAVIOUR
Good things often come in small packages, but by no means, this
art is simple. Taking into consideration only packaging, if we study
consumer behaviour, aspects following things, comes into play.
Walter Landor of Landor Associates was one of the first to study
and incorporate consumer response into packaging in a scientific
way. He made it a practice to watch consumer behaviour in detail
and in fact, he even solicited their response to label design in real
life shopping situations. Walters philosophy of the package itself
must do the talking is a fundamental idea behind even the modern
day brand and packaging design practice.
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1.1 INTRODUCTION
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2.
3.
4.
What are their attitudes toward our products and our promotional
efforts?
5.
What do they feel about their roles in the family and society?
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1.
6. What are their hopes and dreams for themselves and their
families?
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1.2
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2.
3.
When do they buy it: time: day, week, month, year, occasions etc.
4.
5.
6.
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The scope of consumer behavior includes not only the actual buyer
but also the various roles played by him/different individuals.
2.
1.
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Role
Initiator
Gatekeeper
Influencer
Decider
Buyer
User(s)
Description
The initiator is the individual who ascertains that some
need or want is not being satisfied and authorises a
purchase to correct the situation.
Influences the familys imformation processing. The
gatekeeper has the most expertise in obtaining and
evaluating the information.
The influencer is someone who intentionally or
otherwise, by word or action, influences the purchase
decision, actual purchase and/or the use of product
or service.
The decider is the person or persons who actually
decides which product or service will be chosen.
Buyer is any individual who actually makes the final
purchase transaction.
User is a person most directly involved in the use or
consumption of the purchased product.
Whenever consumer behaviour occurs in the context of a multiperson household, several different tasks or roles (Table 1.1) may be
performed in acquiring and consuming a product or service.
1.3.2 CONSUMER AND CUSTOMER
A consumer is anyone who typically engages in any one or all of the
activities mentioned in the definition. Traditionally, consumers have
been defined very strictly in terms of economic goods and services
wherein a monetary exchange is involved. This concept, over a period
of time, has been broadened. Some scholars also include goods and
services where a monetary transaction is not involved and thus the
users of the services of voluntary organisations are also thought of as
consumers. This means that organisations such as UNICEF, CRY, or
political groups can view their public as consumers.
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1.4
I NDIVIDUAL DETERMINANTS OF
CONSUMER BEHAVIOUR
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1.4.2 ATTITUDE
An attitude represents what we like and dislike. An attitude is a
lasting general evaluation of something it has knowledge of that
something, liking or disliking, and the strength of the feelings.
They are lasting, but changeable. An individual with a positive attitude
towards a product/service offering is more likely to make a purchase;
this makes the study of consumer attitudes highly important for a
marketer.
1.4.3 PERSONALITY AND SELF-CONCEPT
Recent advances in personality psychology can help us predict
consumer motivation.Traits are defined as enduring and
stable patterns of behaviour, attitudes, emotions, that vary
between individuals.Traditionally, researchers were interested in
understanding how individuals differ, and so they put a great deal of
effort into discovering how to measure, map, and define personality
traits. However, by the mid-1990s, a consensus was reached about
a universal structure of personality. Now almost all personality
psychologists agree thattheBig Five should be the common
attend to it
comprehend it
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Pick out an advertisement of your choice and analyse if all the above
mentioned factors influence choice of consumer buying behaviour
or not. Also try to find out if the brand has been done tweaking in
its offerings after studying these factors?
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1.5
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Subcultures are groups of people who share the same values based
on a common experience or a similar lifestyle in general.
Subcultures are the nationalities, religions, ethnic groups, age groups,
gender of the individual, etc.
The subcultures are often considered by the brands for the
segmentation of a market in order to adapt a product or a
communication strategy to the values or the specific needs of this
segment. For example, in recent years, the segment of ethnic
cosmetics has greatly expanded. These are products more suited to
non-Caucasian populations and to types of skin pigmentation for
African, Arab or Indian populations for example.
Its a real brand positioning with a well-defined target in a sector that
only offered makeup products to a Caucasian target until now (with
the exception of niche brands) and was then receiving critics from
consumers of different origin.
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List any ten purchase decisions in your life being influenced by any
of the above groups. Analyze the impact of these groups in your life
with reference to consumer behaviour.
1.6
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2.
3.
4.
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1.
Of the three key areas that Nataraajan and Bagozzi identified (1999),
it is the study of the volitional stages of decision making that has
received the most productive theoretical effort.
The cognitive models appear well covered in generic Consumer
Behaviour texts, and are often portrayed as providing the best
available explanation of consumer decision making. Despite this,
however, there are a growing number of academic writers highlighting
limitations of the Cognitive approach and publishing new research
attempting to further understanding of specific aspects of behaviour.
These new approaches can be described as humanistic as they seek
to explore concepts introspective to the individual consumer rather
than describe generic processes.
Theory of Trying
The Theory of Trying (Bagozzi and Warshaw 1990) depicted in
Figure 1.1 provides an interesting alternate approach to the models
previously considered. Rather than examining explicit behaviour, the
model assesses trying to act. Subjective norms, attitude toward the
process or means of trying, attitudes and expectations of success and
attitudes and expectations of failure are posed as the key antecedent
variables to intention to try; itself the key precursor to trying. Past
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Attitude toward
success
Expectation of
success
Frequency of past
trying and/or past
behaviour
Recency of past
trying and/or past
behaviour
Attitude toward
failure
Expectation of
failure
Intention to try
Attitude toward
process or means
Subjective Norm
Trying
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20 CONSUMER BEHAVIOUR
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22 CONSUMER BEHAVIOUR
Conduct a focus group with six of your classmates about their special
possessions. What does it reveal to you about these possessions?
Likert Scale is the most popular form of attitude scale, being easy
to prepare and interpret and simple for respondents to answer.
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1.8
1.
2.
3.
5.
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PPLICATIONS OF CONSUMER
A
BEHAVIOUR IN MARKETING
1.9
2.
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3.
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22. The marketer must understand the way the companys product
is .......................... by consumers, the importance of price as a
purchase decision ........................ and how different price levels
would affect sales.
1.10 SUMMARY
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Q. No.
1.
2.
3.
4.
5.
6.
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7.
8.
External Environment
Factors Influencing Consumer
Behaviour
9.
10.
Consumer Research
Disciplines Involved in the
Study of Consumer Behaviour
Applications of Consumer
Behaviour in Marketing
Answers
Influences
Consumer behaviour
Psychological;
decision making
users
consumers
Involvement
purchase
Memory; informationprocessing
Subcultures
11.
12.
homogenous;
hierarchy
Opinion Leaders
maximum utility
13.
14.
15.
16.
17.
18.
19.
substitution
John Watson
linear; antecedents
intention to try
projective
predictions
Cultural anthropology
20.
21.
marketing concept
unsatisfied
22.
perceived; variable
2. Refer 1.2
3. Refer 1.3
4. Refer 1.4
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5. Refer 1.4.2
An attitude represents what we like and dislike. An attitude is a
lasting general evaluation of something.
6. Refer 1.5.3
Satish K Batra and S.H.H. Kazmi, (2009), Consumer Behaviour2nd, Excel Books
30 CONSUMER BEHAVIOUR
E-REFERENCES
http://www.consumerpsychologist.com/
http://www.udel.edu/alex/chapt6.html
http://hbswk.hbs.edu/topics/consumerbehavior.html
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2.1.1
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2.2
2.3
Product Positioning
2.3.1
2.4
Summary
2.5
Descriptive Questions
2.6
2.7
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INTRODUCTORY CASELET
LIFE INSURERS AND CUSTOMER SEGMENTATION
Life insurers are increasingly adopting a customer segmentation
approach with respect to selling insurance plans.
HDFC Life has filed a life insurance cover with estate planning
features targeting the HNI (High Net Worth Individuals) for
approval. This plan is similar to those offered in the developed
world that focuses on a corpus creation for dependents and payout
to the heirs in the event of death. In addition, HDFC is also actively
targeting the wisdom investor category (40-45 years) and those
who can pay annual premiums upwards of ` 60,000.
Similarly, Max Life high value customers are those who pay
premium upwards of ` 1 lakh. In Maxs case, marketing to its high
value clients revolves around providing differentiated, enhanced,
and consistent experience at every touch point.
The customer proposition for such members includes priority
on-boarding, priority service delivery, faster policy issuance,
smoother claim settlement, dedicated toll free number to handle
their queries on a priority basis, a special team of relationship
managers to service customers better.
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2.1
I NTRODUCTION TO SEGMENTATION,
TARGETING AND POSITIONING
To select which ones we are best off trying to serve and, finally,
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Geographic Segmentation
Geographic location of consumers is usually the starting point of all
market segmentation strategy. The location of consumers does help
the company in planning its marketing offer.
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Demographic Segmentation
Demographic characteristics are commonly used to segment the
market.
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3.
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7.
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9.
Plot a perceptual map of tooth paste brands and find which segment
is not been tapped yet by the marketers in the market.
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Why me? (Why at all a consumer should choose me and not the
other alternative).
those, which come from the same product category with which
the brand competes directly. For example, Maggi competes not
only with Top Ramon and other noodles, but also with all other
products, which are used as snacks. The marketer must consider
all likely competitors, various use situations, and usage effects on
the consumer.
Assessment of consumers perceptions of competition:
After defining the competition, it is important to determine
how consumers perceive the competing products. To do this,
a set of product attributes, such as product characteristics,
consumer benefits, product uses or product users are chosen for
comparison. The task is to identify relevant attributes to avoid
any which would be superfluous. The most useful and relevant
attributes are chosen which describe the brand images.
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what they are looking for. For instance, the Toyota slogan, I love
what you do for me Toyota, communicates to consumers that
they will get whatever they are looking for in this brand.
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Collect some ads for different brands of cars in the Indian market.
Determine how each car is positioned and is the positioning distinct.
2.4 SUMMARY
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46 CONSUMER BEHAVIOUR
Q. No.
1.
Answers
market segment
2.
3.
4.
5.
6.
7.
8.
characteristics; responses
starting point
psychographic
behaviouristic
attractiveness
premium
Undifferentiated Mass
Marketing
Differentiated Multiple
Segment
Niche
position
Attributes
perceptual map
ideal
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9.
Product Positioning
10.
11.
12.
13.
14.
1. Refer 2.1
2. Refer 2.1.1
3. Refer 2.2
4. Refer 2.2
5. Refer 2.3
6. Refer 2.3.1
E-REFERENCES
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http://www.wpp.com/wpp/marketing/consumerinsights/
threegenerationsonebigmarket/
http://fleurrance.wordpress.com/2014/03/03/new-affluentsconsumer-segmentation-of-indias-emerging-luxury-market/
http://articles.economictimes.indiatimes.com/2011-10-03/
news/30238332_1_largest-food-brand-amul-indian-youth
http://www.indiahowto.com/positioning.html
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CONTENTS
3.1
Introduction
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Consumer Decision-making
3.2.1
3.2.2
3.2.3
Goals
3.2.4
Classifying Motives
3.2.5
Motive Arousal
3.3
3.3.1
3.4
3.5
3.5.1
Observation
3.5.2
Depth Interview
3.5.3
Projective Techniques
3.5.4
Motivational Conflicts
3.6
Consumer Involvement
3.6.1
Purchase Involvement
3.6.2
Message-Response Involvement
3.6.3
Ego Involvement
3.7
3.8
Summary
3.9
Descriptive Questions
3.10
3.11
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INTRODUCTORY CASELET
CONSUMER MOTIVATION IN SOFTDRINK MARKET
With increasing competition in the declining market, it is ever
important for drinks companies to appreciate consumer motivation,
attitudes, and behaviour; in order to develop successful products
that fit with the lifestyle of their target consumer.
Research techniques are thirsted upon that delves deeper into the
day to day lives of consumers. These techniques focus on how and
when drinks fit into their daily routines using a mix of traditional
qualitative approaches and new technologies.
The range of mobile ethnographic tools includes, Be-There a mobile
phone app and See-Me a range of cameras worn by respondents
which have been used to great effect in our lifestyle research
projects to help:
1.
Bring consumers to life: Live in their world, go for a tour, see
a day in their life; what they get up to, which pubs, bars and
shops do they visit
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2. E
valuate product and packaging: Choosing, opening, using
and disposing; see unedited footage of how consumers behave
with your and competitor brands
3.
Understand purchasing decisions: See customers experience
in on and off trade environments
4. I dentify exposure to advertising: Check opportunities to view
and see the context in which your brand is presented
By using these methods companies are able to provide a true
insight into consumer lifestyle. This enables them to develop
products that are particularly attractive to a target group, improve
communication and brand planning that are grounded in consumer
value/behaviours; and to develop advertising strategies that target
consumer lifestyle.
3.1 INTRODUCTION
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Security in childhood.
Physical security.
Economic security.
3.2.3 GOALS
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Without needs there are no goals. Needs and goals are interdependent
and neither can exist without the other. Generally, we are quite aware
of what specifically we want; what is our goal and we may not really be
aware of the underlying need(s). For example, many politicians may
not be consciously aware of a power need and would say that they
want to be elected so that they can serve the people. We are generally
more aware of our primary needs than the psychological or secondary
needs.
3.2.4 CLASSIFYING MOTIVES
Several schemes of classifying motives have been suggested which
group motives on the basis of one unique characteristic of interest. One
such scheme distinguishes physiological versus psychogenic motives.
Physiological motives are concerned with satisfying biological needs
of the individual such as hunger, thirst and safety etc. and psychogenic
motives focus on satisfying psychological needs such as achievement,
affection, or status etc. One important characteristic of psychological
motives is that they are learned. These acquired or secondary motives
exert very powerful influence on people.
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3.
4.
1.
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Social Needs: The third level, social needs include love, affection,
acceptance, belonging and friendship etc. By and large, humans
are social creatures and need warm and satisfying human
relationships with others. People have strong attachment with
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Source: http://timvandevall.com/wp-content/uploads/2013/11/Maslows-Pyramid.jpg
58 CONSUMER BEHAVIOUR
cover most human needs. The major problem with need hierarchy
theory is that research does not generally validate the theory. It is not
at all possible to measure accurately how satisfied one need is before
the next higher-level need becomes active.
Despite criticisms, Malows theory is widely used by marketers
to understand how various products or services fit into the plans,
goals and lives of potential consumers. It is used to develop suitable
advertising appeals, enabling marketers to focus on a need level
that is shared by large number of audience in the target market. For
example, soft drink commercials directed at the younger generation
stress on social appeal by showing a group of young people sharing
good times and the advertised soft drink. It also facilitates developing
product positioning so that the product is perceived in a manner
desired by the marketer.
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6.
3.4
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Pick out ten advertisements and analyse how marketers have used
the forms of frustration to advertise their products.
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Dr Ernest Ditcher and James Vicary were among the first to use
motivation research by adopting psychoanalytic techniques such as
depth interview and projective techniques.
Marketers were fascinated by explanations offered for consumer
behaviour and before long, almost every advertising agency on
Madison Avenue had had a psychologist to conduct motivational
studies.
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During the interview, the researcher watches for clues that might
indicate that a sensitive nerve has been touched. Some of the clues
that the researcher watches for include long pauses by the respondent,
slips of tongue, fidgeting, strong emotions, variations in voice pitch,
facial expressions, eye movements, avoidance of question, fixation on
an issue, and other body language indicators. These sensitive topics
and issues are then the focus of additional probing and exploration
later in the interview.
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Conduct a focus group interview and try to find out what motives
influence the purchase of cars.
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and visits the various stores that sell computers and laptops. She
collects information on the product features, prices, etc and finally
takes the help of her middle aged neighbor to reach a final decision.
Her involvement with the purchase activity would be regarded as a
situational involvement.
3.6.3 EGO INVOLVEMENT
When the level of involvement towards the product/service category
extends over a period of time across situations, it is referred to as
enduring involvement. The person shows a high-level of interest
in the product category and spends time collecting and processing
information and integrating it within his memory.
For example, a person desires to buy a laptop for his son to be
gifted to him when he goes to college, which would be three years
later. The father plans well in advance, tries to collect information
through advertisements, brochures, trade journals, visits to dealers,
and word of mouth from peers and colleagues. Within this period he
gets involved with the product category and after three years is in a
position to take a decision based on the facts that he has collected.
This is referred to as enduring involvement.
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3.8 SUMMARY
Every person has needs. Some of these are basic to sustaining life
and individuals are born with them. Such physiological needs
are called primary needs or motives.
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Topics
Concept of Consumer
Motivation, Involvement and
Consumer Decision-making
Motivational Research
Q. No.
1.
Answers
Kurt Lewin
2.
3.
4.
5.
intermediate needs
goal-oriented
self-image
Physiological;
psychogenic
False
False
True
False
False
Frustrated
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
rationalizes; distortion
projection
daydreaming; autism
slice-of-life; advertised
satisfaction
James Vicary;
psychoanalytic
Observation; consumers
mannerisms
Contd...
Consumer Involvement
Measuring Consumer
Involvement
20.
21.
22.
23.
24.
25.
Projective; inkblots
repulsed
Involvement;
preferences
persistence
perceptions
assessment
26.
subjective
2. Refer 3.2.5
3. Refer 3.2.3
4. Refer 3.3
5. Refer 3.4
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6. Refer 3.4
7. Refer 3.5
8. Refer 3.5.3
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9. Refer 3.5.4
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E-REFERENCES
http://www.decisionanalyst.com/publ_art/motive.dai
http://www.ejcr.org/curations-6.html
http://www.consumerpsychologist.com/
CONTENTS
4.1
Introduction
4.2
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4.2.1
Classical Conditioning
4.2.2
Operant Conditioning
4.2.3
Reinforcement Theories
4.2.4
Observational Learning
4.3
4.3.1
Sensory Memory
4.3.2
Short-term Memory
4.3.3
Long-term Memory
4.3.4
Memory Process
4.3.5
Measuring Memory
4.3.6
4.4
4.5
4.6
Summary
4.7
Descriptive Questions
4.8
4.9
74 CONSUMER BEHAVIOUR
INTRODUCTORY CASELET
BHELPURI AND PEPSODENT...
When Manoj bought four packets of bhelpuri from a roadside
vendor in Mumbai late last month, they all came wrapped in similar
green colour papers with childrens drawings and messages about
brushing teeth and fighting germs, bringing a smile to his face. He
found the same eye-catching design on the paper cone in his next
chaat outing he realised it wasnt a coincidence.
It was part of a marketing campaign by Hindustan Unilever for
its oral care brand Pepsodent. HUL has tied up with 48 bhelpuri
walas across Mumbai, asking them to wrap their popular roadside
snack in leaflets of Pepsodents campaign about fighting germs and
brushing twice a day.
The idea was, how can we spread the oral care message to adults
in a manner that is relevant for them? Bhel is a popular evening
snack and that is the time to tell adults to brush twice a day.
Marketing experts say such initiatives create a bigger impact than
promoting brands through paid media channels.
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At a very low cost, you get high recall and people talk about it. So
the engagement quotient is high too. HULs initiative is a part of
earned media, which means creating a buzz by virtue of your own
action. This is not the first time HUL has come up with such an
innovative idea to take its message directly to consumers.
A year ago, at the Kumbh Mela, it stamped Did you wash your
hands with Lifebuoy? message in Hindi onto millions of rotis in a
campaign that was awarded the Grand Effie as well as Bronze Lion
at Cannes earlier this year.
4.1 INTRODUCTION
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Unconditioned stimulus
(food)
(outdoor activities)
Unconditioned response
(salivation)
(fun and refreshment)
Conditioned stimulus
(bell)
(Coca Cola)
Conditioned response
(salivation)
(fun and refreshment)
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Likelihood of increase
or decrease in response
probability
Reward or
Punishment
Figure 4.2: Instrumental Conditioning
With regard to consumer behaviour, instrumental conditioning
suggests that most learning takes place by means of a trial-and-error
process and consumers experience more satisfying results (outcomes
or rewards) in case of some purchases than others. Favourable
consequences reinforce the behaviour and increase the likelihood of
its repetition, that is, the consumer will purchase the product again;
unfavourable outcomes will decrease that likelihood. For example,
almost everyday we see commercials of one or the other detergent
depicting the agony of a mother or housewife washing clothes,
NMIMS Global Access School for Continuing Education
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Subcultures are groups of people who share the same values based
on a common experience or a similar lifestyle in general.
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Negative stimulus
50%
Reinforcement
Forgetting
Extinction
0
1
2
3
4
5
6
7
Number of exposure repetitions over time
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was actually rewarded for their violent actions. Children who saw film
clips in which the adult was punished for this aggressive behavior
were less likely to repeat the behaviors later on.
Factors that Influence Observational Learning
According to Banduras research, there are a number of factors that
increase the likelihood that a behavior will be imitated. We are more
likely to imitate:
People we perceive as warm and nurturing
When you have been rewarded for imitating the behavior in the
past
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Contd...
84 CONSUMER BEHAVIOUR
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4.3
N
Maintenance rehearsal
Sensory
input
Sensory
memory
Short-term
memory
Long-term
memory
Retrieval
Elaborate
rehearsal
(Encoding)
Forgotten material
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86 CONSUMER BEHAVIOUR
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88 CONSUMER BEHAVIOUR
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The Starch Tests are a classic series of tests pioneered during the
1920s by Daniel Starch (1883-1979), a psychologist who specialized
in advertising research. The tests measure audience recall of
advertisements in newspapers and magazines.
The tests were the first examples of what Mr. Starch named
recognition research, a method that is now widely accepted and
used.
He founded Daniel Starch and Associates, which conducted the tests
for decades. The firm is now part of United Business Media plc.
How You Do It
The researcher interviews readers of print publications and asks each
interviewee if he has recently read certain publications. (Methods
may vary from researcher to researcher.)
If an interviewee has recently read a publication, the researcher asks
the interviewee which issue he read, and which ads he noticed in that
issue (this is unaided recall).
90 CONSUMER BEHAVIOUR
Then the researcher produces the issue and asks the interviewee to
look inside it.
After the interviewee has looked, the researcher asks him about a
certain advertisement in that issue (this is aided recall).
The researcher keeps track of the percentage of subjects who:
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contrast, happiness signals that all is well, and happy people will
perceive and recall a scene broadly without focusing in on particular
detail. Even when not in immediate peril, people experiencing
negative emotions tend to focus in on specific details, while happy
people take in a situation more broadly.
Happiness works like a broad-tipped highlighter, illuminating an
event in memory and capturing many details.
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Many people talked for days or months after 9/11 about where they
were and how they felt at the time of the attacks. As people fill in
missing details, it can lead to a false sense of accuracy about a memory.
Memory helps people use their experiences to inform their future
actions. By highlighting important information or even including
things that did not happen, emotion-bound memory may allow us to
make better decisions than a picture-accurate memory would.
List any five advertisements and all their details which might be
atleast 10 years old, which you can recall. Also list their USP which
made you remember those advertisements for this long.
92 CONSUMER BEHAVIOUR
4.4
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The consumer feels the need for salt because the pack is nearly
finished. She/he buys Captain Cook salt because of the familiarity
with the brand and not because of attitude toward the brand and has
no favourable or unfavourable reaction. The consumer may or may
not engage in post-purchase evaluation.
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94 CONSUMER BEHAVIOUR
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4.5
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96 CONSUMER BEHAVIOUR
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4.6 SUMMARY
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98 CONSUMER BEHAVIOUR
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Topic
Introduction
Behavioural Learning
Theories
Q. No.
Answers
1.
observable
2.
3.
continuous; personal
experiences
Cues; direction
4.
response-reinforcement
5.
repetitions
6.
stimulus-response
7.
stimulus; repeated
8.
Ivan Pavlov
9.
B.F. Skinner
10.
strengthen; consequence
11.
Forgetting
12.
Albert Bandura
13.
Bobo doll
14.
15.
negative reinforcement;
termination
False
16.
False
17.
True
18.
True
Contd...
False
20.
True
21.
22.
23.
False
True
extended
24.
25.
26.
27.
post-purchase
switching
Inertia; evaluates
central processing
28.
29.
30.
brand endorser
peripheral processing
motivation
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19.
4. Refer 4.2.3
5. Refer 4.2.3
6. Refer 4.2.4
7. Refer 4.3.5
Starch Test
8. Refer 4.5
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9. Refer 4.4
SUGGESTED READINGS
Satish K Batra and S.H.H. Kazmi, (2009), Consumer Behaviour2nd, Excel Books
E-REFERENCES
http://k3hamilton.com/cb/cb3.html
http://www.memorylossonline.com/glossary/memory.html
CONTENTS
5.1
Introduction
5.1.1
5.1.2
Ideal Self
5.1.3
Extended Self
5.2
Actual Self
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Theories of Personality
5.2.1
Psychoanalytic Theory
5.2.2
Neo-Freudian Theory
5.2.3
Trait Theory
5.2.4
Self-concept Theory
5.3
Consumer Lifestyle
5.3.1
Characteristics of Lifestyle
5.3.2
Influence of Lifestyle
5.3.3
5.3.4
5.3.5
5.3.6
5.3.7
5.3.8
5.3.9
Dogmatism
5.3.10
Self-monitoring Behaviour
5.3.11
Susceptibility to Influence
5.4
Emotions in Advertising
5.5
Brand Personality
5.5.1
5.6
Summary
5.7
Descriptive Questions
5.8
5.9
INTRODUCTORY CASELET
APPARELS MAKE POLITICAL TREND
Just as packaging design maketh the consumer product brand,
dress design maketh the personality!
M K Gandhi used to wear a suit when he was a student and a
practicing lawyer in London and later in South Africa. But when
he returned to India and joined the freedom struggle he gave up
those clothes to sport the attire of the Indian farmer. His dhothi
was always in spotless white and he was often bare-chested.
Interestingly the cap he wore got rechristened as the Gandhi
Topi. So while MK Gandhi could go about his business in a suit,
Mahatma Gandhi the freedom fighter needed a set of clothes that
was seen as a common mans attire.
Jawaharlal Nehru did something different. He combined the
formal western suit with Indian nawabi attire to create the
Bundhgala Suit, which got named the Nehru suit. It stood
for a modern India, yet reflected western style and taste.
We now note that the Nehru suit has been reinvented in many
new avatars to suit the million dollar big Indian weddings. It was
therefore very interesting to read about the buzz that Narendra
Modis half sleeve kurta has created in the apparel world.
#ModiKurta even trended soon after the election results came
out. Personality brands need to see how to use dress as a signal to
their various audiences. Some leaders do it with style and panache.
Nelson Mandela frequently appeared in traditional African attire,
suitably modified for the modern age. In his heyday, Mahatir
Mohammad the president of Malaysia used to appear in Malay
Batik shirts. Hamid Karzai is reported to sport the nicest of clothes
his embattled country produces.
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5.1 INTRODUCTION
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The word personality itself stems from the Latin word persona, which
referred to a theatrical mask work by performers in order to either
project different roles or disguise their identities.
car and also this Self-image is similar to her/his Image of others who
own the same car. Robert E. Burnkrant and Thomas J. Page have
reported that self-concept and brand Image relationship is somewhat
complicated as consumers change their self-concept in different
situations. For instance, an individual may have one self-concept
during a business negotiation and another one on the occasion of
friends marriage.
5.1.2 IDEAL SELF
The concept of ideal self is closely related to an individuals self-esteem.
The gap between actual self and Ideal Self determines the degree
of ones self-esteem. Greater the difference between the two, lower
the self-esteem. Marsha L. Richnis has reported that ad themes and
images often produce greater discrepancy between consumers actual
self and Ideal Self. Glamour advertising that depicts attractive models
and luxurious lifestyles creates a world that is unreachable for most
consumers. As a consequence, consumers feel a sense of inadequacy
based on a comparison of their actual self with the portrayed idealised
images. Advertising tends to pull down consumers self-esteem when
it attempts at increasing the disparity between actual self and ideal
self.
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Some products take on meaning and value as they are used over time.
This allows them to get associated with many memories. Some other
products quickly become part of Extended Self because they are
central to ones actual self or serve as an important symbol of ones
Social Self. Examples include computers, hairstyles and tattooing etc.
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Jung identified a number of Personality types, such as sensingthinking, sensing-feeling, intuiting-thinking, and intuitive-feeling etc.
Sensing-thinking Personality: Individuals with this personality
type make rational, objective decisions. They are logical and
empirical in their approach, are inclined to be highly involved,
Extensive Problem Solving orientation, weigh economic
considerations, are price-sensitive and avoid any risks. They
identify themselves with material objects or things and have
short-term perspective in making decisions.
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Ideal-self or how you wish you could be. In many cases, the way
we see ourselves and how we would like to see ourselves do not
quite match up.
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5.
6.
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Consumers with high and low levels of need for stimulation differ in
their purchase behaviour. If an individuals Lifestyle is such that it
offers the desired level of stimulation, she/he is quite satisfied. If the
level of stimulation falls short of the desired level, such a person is
bored. Consumers with high stimulation needs tend to be the first to
buy new products, actively seek information about them and engage
in variety-seeking buying behaviour. They tend to be curious about
the ads they see, but are also likely to get bored by them. Interestingly,
they are also likely to buy products with greater risk.
5.3.8 NEED FOR COGNITION
5.3.9 DOGMATISM
Consumers are also likely to vary in terms of how open-minded
or closed-minded they are. Dogmatism is a Personality trait that
indicates the degree of an individuals rigidity towards anything that
is contrary to her/his own established beliefs. Apparently, the person
is resistant to change and new ideas.
One would expect highly dogmatic consumers to be relatively resistant
to new products, promotions or advertising. However, they may tend
to be yielding to celebrities and experts who present authoritative
appeals. On the other hand, consumers low in Dogmatism are more
likely to accept new and innovative products to established alternatives
and be more receptive to ad messages that focus on product attributes
and benefits.
5.3.10 SELF-MONITORING BEHAVIOUR
Individual consumers differ in the degree to which they look to others
for indications on how to behave. Those persons who are high-self
monitors tend to look to others for direction and accordingly guide
their own behaviour. They are more sensitive and responsive to
Image-oriented ads and willing to try such products. They are less
likely to be consumer Innovators.
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Pick atleast 35 brands of your choice and find out which personality
type of consumers the brand is catering to. Also comment upon the
lifestyle marketing strategies adopted by any two of those brands
to attract customers.
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Self-image is how you perceive yourself. It is a number of selfimpressions that have built up over time: What are your hopes and
dreams? What do you think and feel? What have you done throughout
your life and what did you want to do? These self-images can be very
positive, giving a person confidence in their thoughts and actions, or
negative, making a person doubtful of their capabilities and ideas.
Consumers have a variety of enduring images of themselves. These
self-images, or perceptions of self, are very closely associated with
personality in that individuals tend to buy products and services
and patronize retailers whose images or personalities relate in some
meaningful way to their own self-images. In essence, consumers seek
to depict themselves in their brand choices they tend to approach
products with images that could enhance their self-concept and avoid
those products with images that do not.
Self-congruity is how much a consumers self-concept matches the
personality of a user of a brand. Aaker (1997) found that a number
of well-known brands tended to be strongly associated with one
particular trait. Hence these brands will attract consumers who
posses the same personality traits.
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Good brand writing does more than share your benefits. It gives
your company a distinct personality human traits that can make
your business more relatable and unique.
5.6 SUMMARY
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Topic
Theories of
Personality
Q. No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
Consumer Lifestyle 10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
Emotions in
22.
Advertising
23.
Brand Personality
24.
25.
Answer
actual self
disparity
interaction
Pleasure principle
Superego; disrupt
Sensing-feeling; subjective
Alfred Adler; inferiority
J. P. Guilford
negative
Lifestyle marketing
systematic
1115
ideals
Believers
self-identity
active; opportunity
Makers
research recommendations
high stimulation
Curt Haugtvedt
Dogmatism
perception
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neutral
Brand Personality
Self-congruity
2. Refer 5.1
Refer 5.2.3
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3. Refer 5.2.1
4. Refer 5.2.2
5. Refer 5.4
7. Refer 5.5
8. Refer 5.3.5
9. Refer 5.3
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E-REFERENCES
http://k3hamilton.com/cb/cb6.html
http://www.warc.com/fulltext/esomar/80217.htm
http://www.euromonitor.com/consumer-lifestyles-in-india/report
CONTENTS
6.1
Introduction
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Decision Making
6.3
6.4
6.4.1
Utilitarian Function
6.4.2
Value-expressive Function
6.4.3
Ego-defensive Function
6.4.4
Utility Function
6.5
Attitude Models
6.5.1
6.5.2
6.5.3
6.5.4
6.6
Sensory Threshold
6.6.1
6.6.2
6.6.3
6.7
Concept of Perception
6.7.1
Sensation
6.7.2
Absolute Threshold
6.7.3
Differential Threshold
6.7.4
Subliminal Perception
6.7.5
Attention
6.7.6
Perceptual Selection
6.7.7
Selective Exposure
6.7.8
Selective Attention
6.7.9
Adaptation
6.7.10
Perceptual Blocking
6.7.11
6.7.12
Grouping
6.7.13
Closure
6.8
6.8.1
Primitive Categorization
6.8.2
Cue Check
6.8.3
Confirmation Check
6.8.4
Confirmation Completion
6.9
6.9.1
Sound
6.9.2
Smell
6.9.3
Vision
6.9.4
Touch
6.9.5
Taste
6.10
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Interpretation of Stimuli
6.10.1
Physical Apperance
6.10.2
Stereotyping
6.10.3
First Impression
6.10.4
Halo Effect
6.11
6.11.1
Price Perceptions
6.12
6.13
Summary
6.14
Descriptive Questions
6.15
6.16
INTRODUCTORY CASELET
PORSCHES CAMPAIGN TO SHIFT CONSUMER PERCEPTION
Porsche is rolling out an integrated marketing campaign featuring
direct mail, mobile, online and TV elements with the goal of
changing consumer perceptions about its products. The car maker
worked with agency Cramer-Krasselt on the campaign.
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6.1 INTRODUCTION
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Martin Fishbein has reported that there are more than 100 different
definitions of attitude. More than five decades ago, Gordon W. Allport
presented a frequently used definition of attitudes. He said,
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1.
Pick out any two products of your choice which has been
re-positioned in market. Study the attitude-change which
consumers have undergone in accepting or rejecting those products.
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5.
Take any five situations and find out if all the three components
have the same role in constituting your perception.
Attitudes are expressed in the way we think, feel, and act towards
everything in our lives and reflect the lifestyle of individuals.
Utilitarian function
2.
Value-expressive function
3.
Ego-defensive function
4.
Utility function
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2.
3.
Cognitive Component
Beliefs refer to subjective judgements about the relationship between
two or more things. Consumers beliefs about an object are the
attributes they ascribe to it. These beliefs are based on a combination
of the knowledge, experience, and perceptions about the attitude
object. For most attitude objects, consumers have a number of beliefs
and that a specific behaviour will result in specific outcomes. For
example, an individual may believe that ThumsUp:
Is moderately sweet
Is competitively priced
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Affective Component
Conative Component
Behavioural (conative) component is the likelihood or tendency of an
individual to respond in a certain manner towards an attitude object.
For example, a series of decisions to purchase or not to purchase a
Canon Bubble jet printer, or recommend it to friends, would reflect
the behavioural component of an attitude. In the context of consumer
research and marketing, conative component is treated as intention to
buy. P. A. Dabholkar has noted that all the three attitude components
tend to be consistent. As a result of this, change in one attitude
component tends to trigger related changes in the other components.
This tendency is the basis for a substantial amount of marketing
strategy.
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AB= bie i
f=1
Where,
AB = the individuals overall attitude towards performing the specific
behaviour
bi = the persons belief that performing that behaviour results in
consequence 1
ei = the persons evaluation of consequence of 1
n = the number of relevant behavioural beliefs.
6.5.4 THEORY OF REASONED ACTION MODEL (TORA)
Fishbein recognised that attitudes of individuals towards an object
may not be strongly or systematically related to their specific
behaviours. In an attempt to better explain the link between attitudes
and behaviour, Fishbein modified multi-attribute model. Theory of
Reasoned Action (TORA) is the third modification of the original
Fishbein model. This theory assumes that consumers consciously
consider the consequences of the alternative behaviours being
contemplated and choose the one that leads to the most desirable
consequences. The end product of this reasoned choice process is an
intention to engage in the chosen behaviour.
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Attribution theory
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print ads the background is kept white so that the intended product
features can be clearly perceived. Often, white letters are used on a
black background to achieve contrast. In case of commercials, the
background music must not detract from the product message or
jingle. Advertisers, in some cases, deliberately blur the figure and
ground so that consumers search for the advertised product, which is
usually cleverly hidden in the ad.
6.7.12 GROUPING
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6.7.13 CLOSURE
27. Webers Law states that stronger the initial stimulus, greater
the additional ...................... needed for the second stimulus to
be perceived as .......................
28. People can also perceive stimuli, which are below their level of
...................... awareness.
29. ...................... messages could motivate people to buy products
or act in ways beneficial to advertiser without really being
aware of why they did so.
30. Consumers become adapted to ...................... messages over
time due to boredom or familiarity.
31. The ads must be planned carefully to ensure that the figure and
ground are ...................... the way the advertiser .......................
32. The ...................... to group stimuli may result as a consequence
of proximity, similarity, or continuity.
33. Individuals have a need for ...................... and fulfil it by
organising their perceptions in a manner that leads to forming
a ...................... picture.
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Create one ad and make use of each closure, figure and ground,
subliminal perception and selective exposure principle.
quoted above the cue check stage in the perceptual process was the
pairing the yellow bottle with prominent picture of a lemon.
6.8.3 CONFIRMATION CHECK
Once the schema is selected, a confirmation check is run by the
person to see the validity of the schema chosen. In the context of the
continuing example of the Sunlight liquid detergent, a juice schema
was selected instead of a dishwashing liquid schema. The confirmatory
check was the picture of the lemon. Juice, as found on the leading
brand of a reveal lemon juice.
6.8.4 CONFIRMATION COMPLETION
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6.9.2 SMELL
The nose is the organ responsible for the sense of smell. The smell
receptors are sensitive to seven types of sensations that can be
characterized as camphor, musk, flower, mint, ether, acrid, or putrid.
The sense of smell is sometimes temporarily lost when a person has
a cold. Dogs have a sense of smell that is many times more sensitive
than mans.
6.9.3 VISION
The eye is the organ of vision. It has a complex structure consisting
of a transparent lens that focuses light on the retina. The brain
combines the input of our two eyes into a single three-dimensional
image. In addition, even though the image on the retina is upsidedown because of the focusing action of the lens, the brain compensates
and provides the right-side-up perception. The range of perception of
the eye is phenomenal. In the dark, a substance produced by the rod
cells increases the sensitivity of the eye so that it is possible to detect
very dim light. In strong light, the iris contracts reducing the size of
the aperture that admits light into the eye and a protective obscure
substance reduces the exposure of the light-sensitive cells.
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6.9.4 TOUCH
6.9.5 TASTE
The receptors for taste, called taste buds, are situated chiefly in the
tongue, but they are also located in the roof of the mouth and near the
pharynx. They are able to detect four basic tastes: salty, sweet, bitter,
and sour. The tongue also can detect a sensation called umami from
taste receptors sensitive to amino acids. Generally, the taste buds close
to the tip of the tongue are sensitive to sweet tastes, whereas those in
the back of the tongue are sensitive to bitter tastes. The taste buds on
top and on the side of the tongue are sensitive to salty and sour tastes.
At the base of each taste bud there is a nerve that sends the sensations
to the brain. The sense of taste functions in coordination with the
sense of smell. The number of taste buds varies substantially from
individual to individual, but greater numbers increase sensitivity.
Women, in general, have a greater number of taste buds than men.
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Mention the role of Halo effect and stereotyping for brands which
plan further promotion or launch of products.
6.11
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Their expectations may or may not reflect the actual price of the
product or service.
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Financial or monetary risk is the risk that the product will not be
worth its cost. Expensive products and services are most subject
to this risk.
Social risk, which means that a poor product purchase may not
meet the standards of an important reference group and may
result in social embarrassment.
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Interview any 10 friends of yours and analyse what risk they might
perceive before buying a newly launched brand of mobile phone,
having exceptional features and superior quality.
6.13 SUMMARY
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Constituents of
Consumer Attitude
Q. No.
1.
2.
3.
4.
Answers
predispositions; unfavourable
consistent; unchangeable
Beliefs; knowledge
behavioural
5.
neutral; situation
Contd...
Functional Theory of
Attitude
Attitude Models
Sensory Threshold
6.
True
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
True
False
False
True
False
subjective
multi-dimensional;
one-dimensional
Fishbein; attitude
subjective
Normative
behavioural; contemplated
Ernst Weber
consumers
concession
peripheral route
spokesperson
favourably; support
dissonance
stimuli, fraction
26.
27.
28.
29.
30.
31.
32.
33.
34.
Absolute threshold
intensity ; different
conscious
Subliminal
advertising
perceived; intended
tendency
closure; complete
receptors; pathways
35.
36.
37.
38.
16; 28,000
rod
sensitivity
First impressions
39.
Halo effect
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Concept of
Perception
Interpretation of
Stimuli
Contd...
Consumers Risk
Perception
40.
41.
42.
43.
perceptions; decisions
standards; embarrassment
Refer 6.1
2. Refer 6.3
Consumer attitudes are a composite of a consumers (1) beliefs
about, (2) feelings about, (3) and behavioural intentions toward
some object within the context of marketing.
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4. Refer 6.5.1
5. Refer 6.5.4
6. Refer 6.6.1
7. Refer 6.6.2
8. Refer 6.6.3
9. Refer 6.7
10. Refer 6.7.2 & 6.7.3
11. Refer 6.7.13
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Intrinsic cues (cues are stimuli that direct motives) relate to the
physical attributes of the product such as the size, colour, or smell
etc, which are sometimes used to judge the quality of a product.
Financial risk
Performance risk
Physical risk
Social risk
Psychological risk
Satish K Batra and S.H.H. Kazmi, (2009), Consumer Behaviour2nd, Excel Books
E-REFERENCES
www.iimrohtak.ac.in/wp-content/uploads/2011/05/JJRC710.pdf
umu.diva-portal.org/smash/get/diva2:553342/FULLTEXT01.pdf
http://www.icpsr.umich.edu/icpsrweb/ICPSR/studies/32453
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CONTENTS
7.1
7.2
Cross-cultural Analysis
7.3
Aspects of Sub-cultures
7.4
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7.4.1
Nature of Influence
7.4.2
Type of Influence
7.4.3
7.5
7.6
Opinion Leaders
7.6.1
7.7
Reference Groups
7.7.1
7.7.2
7.8
Diffusion of Innovation
7.8.1
Diffusion Process
7.8.2
7.9
7.10
Summary
7.11
Descriptive Questions
7.12
7.13
INTRODUCTORY CASELET
INDIAS MIDDLE CLASS
The growing middle class in India and their consumption pattern
has drawn global attention not only because India is a large market
but it is also different from other emerging markets. A large
proportion of Indias GDP is consumed. The share of consumption
in total GDP is higher than that of investment. According to the
Central Statistical Organisation (CSO) estimates, 60 percent of
the GDP was consumed in 2010 which is much higher than that in
China. In India, the majority of the consumption expenditure is on
food compared to other countries. However, this pattern is likely to
change in the future. With the rise in income there will be a shift in
Indian population from low-income to middle-income and middle
class will spend less on food than the low-income group.
The consumption pattern in India in 2025 is likely to be different
from 2005. This class will be able to and willing to spend on
healthcare, education, recreation, personal products and services.
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7.1
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possess the same cultural patterns and one can distinguish relatively
more homogenous and sizable groups within the larger society. They
will have distinct beliefs, values, customs and traditions that set them
apart from the larger cultural mainstream, though they follow most
of the dominant cultural values and behaviours of the larger society.
The influence of sub-culture on consumer behaviour depends on
factors such as sub-cultural distinctiveness, sub-cultural homogeneity,
and sub-cultural exclusion.
Sub-cultural distinctiveness: When a sub-culture strives harder
to maintain a separate identity, its potential influence is more.
For example, Indians settled in many countries have maintained
their language and religious practices as a means of cultural
identity.
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Full nest II: Young married couples with children from 6 years
to 12 years of age. Better financial position because income of
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Source: http://3.bp.blogspot.com/-We_PZZswAd0/UF94aiJvd_I/AAAAAAAAAD0/DRK4yHM7V
Y0/s1600/lifecycle.png
Historically, the instrumental role within the family has typically been
associated with husband and expressive role with wife. Thus, men
tend to be task-oriented leaders, while women lead in social-emotional
behaviour. Husbands tend to be more concerned with functional
product attributes and are inclined to exert more influence on the
purchase decision. The wife is more concerned with the aesthetic
aspects of products and suggesting the purchase.
These historical roles are undergoing some degree of change and
instrumental as well as expressive roles are becoming increasingly
intermingled between husband and wife as more wives are taking
up employment. Working wives tend to be less inclined to accept
traditional homemaking tasks associated with expressive roles. Robert
Ferber and Lucy Chao Lee (Husband-Wife Influence in Family
Purchasing behaviour, Journal of Consumer Research 1, June 1974)
have suggested that wife may be just as likely as the husband to fulfil
certain instrumental roles such as payment of bills and keeping track
of other family expenditures. This is an instrumental rather than
expressive role as it concerns budgetary aspects.
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Children are playing an increasingly important part in family decisionmaking. No sooner do they posses the basic communication skills
needed to interact with parents and other family members, they start
their I want this campaign. In the context of consumer behaviour,
parent-child relationship is viewed as a situation of influence and
yield. Children strive to influence parents to buy something and
parents yield to their demand.
Older children with greater media exposure are more likely to directly
influence decisions concerning purchase of food items, personal care
and beauty products, TV, stereo and computer etc. Dual-income
households foster greater self-reliance among children. As a result of
this, they are likely to influence decisions for products that the whole
family consumes.
Consumer Socialisation of Children
The family provides the basic framework in which consumer
socialisation takes place. Television may also be instrumental in
exerting persuasive influence on what children see and how they
react to certain brands. Scott Ward has defined consumer socialisation
as the process by which young people acquire skills, knowledge
and attitudes relevant to their functioning as consumers in the
marketplace. Learning is a lifelong process and includes acquisition
of consumption-related knowledge as well. The quantity and nature of
what children learn before they are about 18 years of age is important.
Consumer learning can be usefully categorised as directly relevant and
indirectly relevant. Directly relevant learning refers to those aspects
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that lead to actual purchase and use. For example, a child has to learn
certain skills such as how to shop, compare brands and budget the
available money etc. Examples of directly relevant consumer learning
content are: knowledge and attitude about shops or stores, products,
brands, advertising, salespeople and various sales promotions etc.
Indirectly relevant consumer learning content includes everything
that motivates people to want certain products or services and
influence buying and use behaviour. For instance, they may have
learned that Nike is a valued brand name and may respond favourably
to products that carry this brand name. This information alone about
Nike is not necessary for precipitating directly relevant behaviour
(actual buying), but it is certainly important in influencing indirectly
relevant behaviour (deciding to purchase and what to purchase).
Parents Role in Consumer Socialisation
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and their level of discretionary income will fall. During the next two
stages (Full Nest II and Full Nest III), the household financial position
improves because husband draws a higher salary and wife returns to
work, the children and teens are in school and consumption patterns
are heavily influenced by the requirements of children. The family
replaces many household items and also buys new appliances.
During the stage of Empty Nest, the discretionary income of parents
increases and they can afford to spend money on themselves such
as luxury items and travel etc. In the later stages of Empty Nest and
Solitary Survivor, parents are retired resulting in decreased income
and increasing expenditures on medical bills.
In case of non-traditional family lifecycle sequences, single parents are
more likely to be females. In general, divorced women face significant
decrease in their financial resources and this influences their buying
patterns. Single parents are compelled to spend much less time with
children and are likely to spend more money on day-care services for
children and toys.
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The locality in which you live, contact two friends, one living in a
traditional family and the other in a nuclear family. Compare the
consumption behaviour of the two families with respect to clothes,
furniture, and entertainment.
7.5
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However, this definition of rural area does not meet the requirements
of marketers. Most of the companies have their own interpretation of
what is rural. Companies, depending on the products they sell, have
classified places ranging from below 20,000 to 50,000 population as
rural. There is yet another classification of India, as Urban, Rural and
Rurban (Jha, 2003) in a continuum from urban and rural. With the
rapid strides in economy, technology and population, a large number
of settlements have grown larger to be a typical rural area. However,
they are not yet urban. These areas which have a population of more
than 5,000 are now called as Rurban areas. Rurban is an area which
rural in nature and has some urban amenities. It may have basic
sewerage, drainage, health care unit, water supply and transport
facilities. It might have more people involved in non-agricultural
activities. In a marketing sense, they neither behave like a rural
market or an urban market.
The Differences
The economic growth experienced in India may have reduced the
absolute number of poor (depending on which report one refers to)
and lifted millions out of poverty, however, income disparities and
regional imbalances persist. The variations in the level of development
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Rural
High
Low
High
Low
Involvement Involvement Involvement Involvement
High Brand
Differentiation
Complex
buying
behaviour
Varietyseeking
buying
behaviour
(Economy
Wrist Watch)
Complex
VarietyBuying
seeking
Behaviour
behaviour
(Economy
Wrist Watch)
Low Brand
Differentiation
Dissonancereducing
buying
behaviour
(Cereals
& pulses;
medical
services)
Habitual
buying
behaviour
(pressure
cooker;
footwear; life
insurance
policy)
Dissonancereducing
Buying
behaviour
(pressure
cooker;
footwear; life
insurance
policy)
Habitual
Buying
Behaviour
(Cereals
& pulses;
medical
services)
Life-cycle stages
Below 12
Child
13-19
Teenage
20-40
Young
40-60
Middle aged
Above 60
Old
Video games,
chocolates,
beverages/
health, drinks
Cell phones,
motorcycles,
Internet
Car, personal
computer,
branded
clothing,
alcohol, stores/
malls
Luxury car,
credit card,
house, health
insurance,
holiday trips
Clubs, theaters,
parks
Rural
Toys, ice candy,
daliya
Bicycle, T.V.,
Cinema
Motorcycle,
telephone,
LPG, tailored
unbranded
clothes, local
liquor, haat
Tractor, Kisan
credit card,
postal savings,
mela
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Age
Products &
Services
Urban
Chaupal,
playing cards,
pilgrimage
The rural market (68.84%) is larger than urban market (31.16%) and
the marketers cannot afford to ignore studying the rural consumer
behavior. When one reads accounts of rural India of the 1950s and
1960s, it appears as if we are describing another country.
With so much of changes happening in the major part of market with
the fortune lying at the bottom of pyramid it is vital that the marketers
understand the rural customers well.
Contd...
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21. If opinion leaders are satisfied with a product and like it, their
..................... communication can be helpful in ensuring its
success.
22. ..................... opinion leadership
acknowledged opinion leader.
involves
having
an
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Aspiration Groups
Non-membership groups, with a positive attraction, are called
aspiration groups and exert a strong influence. Two types of such
groups are anticipatory aspiration groups and symbolic aspiration
groups. Individuals frequently purchase products that they believe
are used by a desired group in order to achieve actual or symbolic
membership in the group.
Anticipatory Aspiration Groups: These are groups that an
individual anticipates to join at some future time. The individual,
generally, has some direct contact with such group(s). For
instance, the individual may wish to join a group higher in the
organisational hierarchy. The individuals aspiration is more
likely to be an outcome of anticipated rewards that go with higher
position in an organisation such as power, status, prestige, money
and other perks. Marketers appeal to the desire of individuals to
increase their position by moving to a higher aspiration group and
frequently advertise clothing, autos, liquors and other products
within the context of business success and prestige.
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Comparative Influence
Perceived
source
characteristics
Types of power
Behaviour
Information
Knowledge
Credibility
Expert
Acceptance
Comparative
Selfmaintenance
and enrichment
Similarity
Referent
Identification
Normative
Reward
Power
Reward or
coercion
Conformity
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Nature of
influence
Broadly there are four types of family decisions husbanddominated, wife-dominated, completely autonomous decisions
by either husband or wife, and joint decisions. In todays fast
changing world, there has been a shift in economic, social, and
cultural environments of countries, leading to a shift or, sometimes,
complete reversal of the traditional husband-wife role, i.e., the wife
is the bread earner and the husband, the child-rearer.
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7.9
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Examples:
of hair (depending on the skin and hair types across countries and
cultures), and detergents for different water types (hard water or soft
water).
7.10 SUMMARY
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Reference groups transmit cultural, sub-cultural, crosscultural norms and values. Culture sets somewhat loose norms
or boundaries for individual behaviour within a society and
influences the functioning of other institutions such as family
and mass media etc. Members of a society obey cultural norms
without deliberation because behaving otherwise is viewed as
unnatural.
Value system refers to the total set of values and the relative
importance culture places on them. At the broadest level are
global values that represent the core value system and are very
enduring and strongly held.
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Aspects of Sub-cultures
Q. No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
Answers
Ideological
social interactions
physiological; customary
Cross-cultural; abroad
challenging; non-verbal
False
True
False
True
Instrumental
Task oriented
Contd...
Opinion Leaders
Reference Groups
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
False
False
True
Diffusion of Innovation
demand
acquisition
Motivates; behaviour
Democratic
Solitary Survivor
20000, 50000
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12.
13.
14.
15.
16.
17.
Culture/Sub-cultures
Impact on 7Ps of
Product/Service
2. Refer 7.1
3.
Refer 7.2
4. Refer 7.3
Sub-cultural distinctiveness
Sub-cultural homogeneity
Sub-cultural exclusion
5. Refer 7.5
6. Refer 7.6.1
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7. Refer 7.4
8. Refer 7.8
9. Refer 7.9
There has been a great deal of opening up, and the society has
been impacted on all fronts, be it social, economic, cultural or
technological. The cultural fabric has undergone a transformation
and we see changes in our values and beliefs, customs and
traditions.
Dissociative group
Membership groups
Aspiration groups
Satish K Batra and S.H.H. Kazmi, (2009), Consumer Behaviour2nd, Excel Books
E-REFERENCES
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http://www.crvp.org/book/series05/v-4/chapter_vi.htm
http://www.ejcr.org/curations-5.html
http://www.economist.com/news/briefing/21595019-marketgrowing-furiously-getting-tougher-foreign-firms-doing-it-theirway
http://www.theguardian.com/culture/2014/mar/20/youthsubcultures-where-have-they-gone
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CONTENTS
8.1
Introduction
8.2
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8.2.1
8.2.2
8.2.3
8.3
Problem Recognition
8.3.1
8.3.2
8.4
Information Search
8.4.1
8.4.2
8.5
8.5.1
8.6
Appropriate Alternatives
Decision Rules
Post-purchase Action
8.6.1
Post-purchase Evaluation
8.6.2
Product Disposal
8.7
8.8
8.8.1
8.8.2
8.8.4
8.9
Summary
8.10
Descriptive Questions
8.11
8.12
INTRODUCTORY CASELET
INDIAN MIDDLE CLASS & BEHAVIOURAL ECONOMIST
Do consumers buy more when faced with fewer options, as
some studies have shown? Are they swayed by uninformative
advertising? To address such questions, behavioural economists
need data on consumer behaviour. It is time for the Indian middle
class to come to their aid. There are an estimated 50-250 million
middle-class Indians.
Through their everyday choices, they can help economists refine
existing models of decision-making. In the past, markets were local,
informal affairs and data was hard to obtain. Economic theories
of decision-making have been based on biased samples that are
unrepresentative of the population at large. The behavioural
economics revolution has in part been enabled by economists
growing access to data.
We now have a more nuanced understanding of actual, rather
than idealized, psychology. By analyzing savings and borrowing
decisions, we have learned how self-control problems manifest
themselves in credit markets. By comparing stock and bond
purchases, we better understand how aversion to losses can affect
risk-taking. As Indians expand their engagement with the formal
economy, they will inadvertently generate data that sheds further
light on the intricacies of individual behaviour, not just in the
market but wherever there is decision-making under scarcity.
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8.1 INTRODUCTION
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Traditionally, consumer researchers have approached decisionmakers from a rational perspective. The term consumer decision
process brings to mind the image of an individual who is facing a
clearly recognised problem and is carefully involved in evaluating the
attributes of a set of products, brands, or services and very deliberately
and rationally choosing the one that would deliver the maximum
satisfaction at the lowest cost. Such a purchase decision begins to
resemble a full-time job. For example, a consumer may literally
spend days or weeks thinking about an important purchase such as
a new house, even to the point of obsession. Richard W. Olshavsky
and Donald H. Granbois note that such a process is not an accurate
portrayal of many purchase decisions. If consumers followed this
elaborate process for each decision, their entire lives would be spent
making such decisions, allowing them little or no time to enjoy the
things they actually buy. No doubt, some decisions are made in this
manner, but many others involve little conscious effort and consumers
seem to make snap decisions based on very little information. Because
some purchase decisions are more important than others, the amount
of effort consumers put into each one differs. J. C. Mowen found that
the focus of many consumer decisions is on the feelings and emotions
associated with acquiring or using the brand or with the environment
in which it is purchased or used rather than its attributes. Whether
consumer decisions are attribute-based or driven by emotional or
environmental needs, the decision process discussed helps us gain
insights into all types of purchases.
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2.
Contd...
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9.
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Evoked set comprises those brands that the consumer will evaluate
for the solution of a particular problem. If a consumer does not have
a evoked set for computers (desktop or laptop), or lacks confidence
about the adequacy of her/his evoked set, she/he would probably
engage in external search to learn about additional alternatives. The
consumers evoked set is of particular importance in structuring
further information search and making a purchase decision.
Those brands that the consumer finds totally not worthy of any
consideration constitute the inept set. The consumer actively dislikes
or avoids these brands to the extent that even if positive information
is readily available, she/he tends not to process it. Generally, inept
set is made up of brands that have been rejected from purchase
consideration because of an unpleasant experience or negative
feedback from reliable others.
All alternatives
known and
unknown
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Awareness set
Brands known to
consumer
Evoked
set Brands
considered
Inept set
Brands
avoided
Brands
purchased
Brands
considered but
not purchased
Awareness set
Brands known to
consumer
Inert set
Backup
brands
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8.5
2.
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5
5
5
Key attribute
Not key attribute
Key attribute
Not key attribute
Key attribute
Not key attribute
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Attribute
Price
Weight
Display quality
Processor
Memory
Battery life
Rb = Wi Bib
I=1
where:
Rb
Wi
Bib
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Importance score
30
25
20
10
10
05
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Perceived
performance
relative to
expectation
More than expected
Level of expectation
Below minimum
Above minimum
desired
desired
performance
performance
Satisfaction*
Same as expected
Not-satisfactory**
Worse than expected Dissatisfaction
Satisfaction/
Commitment
Satisfaction
Dissatisfaction
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In its simplest form and at the most basic level, disposal is just
throwing away the used-up or meaningless items by consumers
without any thought. Disposal of the product or its container may
occur before, during, or after product use. This occurs on a regular
basis for most consumers except in cases where the product is
completely consumed such as an ice-cream cone. Disposal action by
consumers is increasingly becoming important for governments and
marketers because of major environmental concerns that involve
growing dioxins, lead and mercury. In India, many state governments
have banned the use of certain types of plastic bags.
Huge loads of product packages are disposed of every day in the form
of containers. These containers are thrown away as garbage, used
in some way by consumers, or recycled. There is growing concern
about using minimum amount of resources in creating packages for
economic reasons. It is also a matter of social responsibility. Many
consumers consider the recyclable nature of the product container
to be an important product attribute. Marketers are responding to
consumers concern with recyclable packaging.
Example: Canon, Epson and some others boldly mention on the
package that it is made from recycled material.
There are various alternatives for disposing of a product or package.
However, we live in a throwaway society and, by far, the most widely
used and perhaps the most convenient method from consumers point
of view seems to be throw it away. This creates problems for the
environment and also results in a great deal of unfortunate waste. The
problem is more severe in underdeveloped and developing countries
where, for a variety of reasons, consumers are simply not bothered
about garbage and filth. Throwing away empty packages, which they
think cannot be reused, is a somewhat reflexive action. In fact most
vacant plots are used as dumping ground in rural areas and in most
towns and cities.
Training consumers to recycle has become a priority in many countries.
For example, Japan recycles about 40 percent of its garbage. This
is because of the social value Japanese place on recycling. Garbage
trucks take periodic rounds through the streets playing classical music
or childrens songs and collect properly placed packets of waste.
There are several other disposal alternatives but little is known
about the characteristics of consumers such as demographic or
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Product/package
Get rid of it
Throw
away
Trade
in
Sell
it
Give
away
Keep it
Recycle
Loan
Store
New
use
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8.7
Knowing better what the consumer needs is the first step in being
able to design products that meet those needs. Launching new
products and services in the market represents an important source
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The reason that marketers are concerned with how individuals learn
is that they are vitally interested in teaching them, in their roles as
consumers, about products, products attributes and their potential
benefits; where to buy them, how to use them, how to maintain them,
and even how to dispose of them. They are also vitally interested in
how effectively they have consumers to prefer their brands and to
differentiate their products from competitive offerings
Shower pooling is a new initiative from AXE (known in the UK as
Lynx) asking people to shower together to save water. This campaign
not only highlights the benefits of taking action, its done in a fun way,
giving consumers another reason to get involved. Meanwhile, the
AXE work also highlights the fact that sustainability doesnt just run
through a companys business plan - in this case Unilevers - it is also
present in brand campaigns.
Today, more and more people are living more sustainable lifestyles.
They require new product lines to help them do it. A good example
is Levis 511 commuter clothing. As people get out of cars, buses
and trains and jump onto their bikes, the range has been designed
specifically to suit cyclists. Regardless of a brands ultimate goal, any
design project aimed at shifting commercial or consumer behaviour
needs to be founded on one key thing: simplicity. It must communicate
the benefits of taking action in a way that is impact ful yet extremely
easy to understand.
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Buyer: the person who conducts the transaction: who calls the
supplier, visits the store, makes the payment and effects delivery.
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Buying Situation
Howard and Sheth identified three types of buying situation:
(a) Extensive problem-solving;
(b) Limited problem-solving; and
(c) Automatic response.
When a problem or need is new, the means of solving that problem
is expensive and uncertainty is high, a consumer is likely to conduct
extensive problem-solving.
This involves a high degree of information search and close
examination of alternative solutions. Faced with this kind of buyer, the
salesperson can create immense goodwill by providing information
and assessing alternatives from the product range in terms of how
well their benefits conform to the buyers needs.
Limited problem-solving occurs when the consumer has some
experience with the product in question and may be inclined to stay
loyal to the brand previously purchased.
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Personal Influences
A second group of factors that influences the consumer decisionmaking process concerns the psychology of the individuals concerned.
Relevant concepts include personality, motivation, perception, and
learning.
Although personality may explain differences in consumer purchasing,
it is extremely difficult for salespeople to judge accurately how
extrovert or introvert, conventional or unconventional, a customer is.
Indeed, reliable personality measurement has proved difficult, even
for qualified psychologists. Brand personality is the characterisation
of brands as perceived by consumers. Brands may be characterised as
for young people (Levis), brash (Castlemaine XXXX) or intelligent
(Guinness).
Social Influences
Major social influences on consumer decision-making include social
class, reference groups, culture, and the family. The first of these
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8.9 SUMMARY
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Convenience Products: A consumer item that is widelyavailable purchased frequently and with minimal effort.
Because a convenience good can be found readily, it does not
require the consumer to go through an intensive decisionmaking process.
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performance,
and
Q. No.
1.
Answers
consumer decision process
2.
3.
4.
elaborate; actually
attribute-based
False
5.
6.
True
False
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
True
True
Problem recognition; magnitude
focus group; performing
Human Factors
discrepancy; current
Information search
internal information
professional
Active
awareness set; consideration set
Evoked set
inept set
False
21.
True
False
True
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Problem Recognition
Information Search
Evaluation of
Alternative and
Selection
22.
23.
Contd...
Post-purchase Action
Using Consumer
Behaviour in
Designing Products
nominal; malfunction
perceived; performance
Satisfaction
variables; disposal
True
29.
30.
False
reselling; organisational
31.
32.
33.
34.
35.
36.
37.
prerequisite
non-routine
life cycle
straight re-buy
New task
modified re-buy; aggressive
Limited problem-solving; loyal
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Organisational
Buying Behaviour
24.
25.
26.
27.
28.
3. Refer 8.3.1
4. Refer 8.3.2
5. Refer 8.4.1
6. Refer 8.4.1
7. Refer 8.4.2
8. Refer 8.5.1
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9. Refer 8.6.1
10. Refer 8.6.1
11. Refer 8.6.2
E-REFERENCES
http://www.indianjournals.com/ijor.aspx?target=ijor:jims8m&vo
lume=16&issue=3&article=001
http://www.mckinsey.com/insights/marketing_sales/the_
consumer_decision_journey
h t t p : / / w w w. i c m r i n d i a . o r g / c o u r s e w a r e / M a r k e t i n g % 2 0
Management/Organiz-Market-Organiz-Buy-Behav.htm
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CONTENTS
9.1
Introduction
9.2
Outlet Selection
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9.2.1
Outlet Image
9.2.2
Retailer Brands
9.2.3
9.2.4
9.3
9.3.1
Point-of-Purchase Displays
9.3.2
9.4
9.4.1
Sales Personnel
9.5
Summary
9.6
Descriptive Questions
9.7
9.8
INTRODUCTORY CASELET
THE DIGITAL TRACKING STORES
Traditional brick-and-mortar retailers dont have a lot going
for them these days. On the one hand, high unemployment and
stagnant wage growth is sapping the purchasing power of the
average consumer, and on the other, the rise of e-commerce is
giving those consumers more information and choices than theyve
ever had before, making competition all the more fierce.
Firms like RetailNext can use security-camera systems to give
retailers a tremendous amount of information about customer
behavior in stores, allowing retailers to finely tune staffing levels
and product placement.
Other firms, like Euclid Analytics, provide the same information
by identifying customer smart-phone wi-fi signals. And while these
analytics firms provide invaluable intelligence to retailers that
are enabling them to improve their operations and boost profits,
privacy advocates are worried about how far companies will take
these technologies. After all, its one thing for a retailer to have
a general idea of how many people are in the store and how, in
the aggregate, consumers are interacting with the store; but its
another thing entirely for a retailer to be able to identify a customer
individually and tailor pricing and service based on his in-store
behavior and financial history.
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9.1 INTRODUCTION
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(1) brand first, outlet second (2) outlet first, brand second and (3)
brand and outlet at the same time.
Frequently, consumers select the brand first and subsequently decide
about the outlets. But for many consumers and product categories,
retail stores constitute the evoked set rather than brands. For instance,
our consumer of the laptop computer example might be familiar, let
us say, with a retail outlet named Hindustan Business Computers.
She/he may decide to visit this store and choose a brand from the
ones available there. Using the third approach, the consumer visits a
computer retail outlet in her/his evoked set and evaluates the brands in
her/his consideration set in the store. In this approach, the consumer
evaluates the attributes of store and brands at the same time. In such
a situation, the friendly behaviour of sales personnel and excellent
service facilities might shift the consumers preference to second best
laptop computer against a favourite laptop at an impersonal store
with few or no service facilities.
9.2.1 OUTLET IMAGE
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Components
Quality, selection, style and price
Layaway plan, sales personnel, easy
return, credit and delivery
Customers
Cleanliness, store layout, shopping ease
and attractiveness
Location and parking
Advertising
Congeniality, fun, excitement and comfort
Store reputation
Satisfaction
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3.
4.
5.
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Service shoppers are focused on demanding substantial instore service when they shop and usually visit conveniently
located stores with friendly, helpful personnel. They are
inclined to become impatient if they have to wait for help
from store personnel.
Dedicated fringe shoppers seem to be risk takers, enjoy do-ityourself activities and more are inclined to try new products.
They have almost a compulsion to exhibit to others that they
are different. True types in this category are not interested
in extensive socialising, not much interested in TV or radio
commercials and show little brand or store loyalty.
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The layout, fixtures, lighting, colours, sounds, odours and the dress
and behaviour of its personnel affect a retail stores atmosphere. An
uncontrollable yet important component of store atmosphere is the
number of customers present in the store, their characteristics and
behaviour.
The outlet atmosphere produces a significant effect on customers
mood and their willingness to visit and shop around in the store. The
atmosphere also influences consumers assessment of the quality of
the store and the store-image they form. As a result of positive mood
induced by store atmosphere, consumers are more satisfied and this
increases their willingness to visit the store again. This may help in
building store loyalty.
customer and the overall impression of the outlet. Slow music appears
to relax and slow down the consumers and they tend to spend more
time in the store.
Studies indicate that odours can positively influence the shopping
experience. Odour preferences vary across consumers. Retailers
should use caution in using aromas in the store environment, as some
aromas can be offensive to certain consumers. In addition to this,
many consumers dislike anything artificial or unnecessary to the air
that they breathe. The appearance of store employees and the way
they behave and also other shoppers in the retail outlet influence the
store environment in a major way.
9.4.1 SALES PERSONNEL
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9.5 SUMMARY
The key dimensions of store image are the outlet location, size
of the store, product lines available, service, clientele, physical
facilities, convenience, promotion, store atmosphere, and
post-purchase policies.
Consumers might choose the retail outlet first if the store loyalty
is high, brand loyalty is low, or when the brand information is
inadequate.
After the brand and outlet selection, the consumer takes the final
step of completing the transaction. Credit facility often plays an
important role in completing the transaction.
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Answer
Retail outlet
perception
predetermined
functional
international
larger
lifestyles; outdoor
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
Active shoppers
price-sensitive
Transitional
extended
Predators
substitute
True
False
False
True
Topic
Outlet Selection
Consumer Shopping
Orientation
2. Refer 9.2.1
3. Refer 9.2.3
4.
Refer 9.2.2
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5. Refer 9.3
6. Refer 9.3.1
7. Refer 9.3.2
8. Refer 9.4
9. Refer 9.4.1
E-REFERENCES
http://www.iamwire.com/2013/11/indian-retailers- copingchanging-environments/21612
http://www.retaildesignworld.com/news/article/53a83cc114c3eopinion-indian-retail-is-a-balancing-act-says-raviraj-deshmukh
http://knowledge.ckgsb.edu.cn/2013/11/05/policy-and-law/fdi-inretail-in-india/
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10
CONTENTS
10.1
10.2
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10.2.1
Who is a Consumer?
10.2.2
10.2.3
Rights of a Consumer
10.2.4
10.2.5
10.3
10.3.1
10.3.2
10.3.3
10.3.4
10.4
10.5
Summary
10.6
Descriptive Questions
10.7
10.8
INTRODUCTORY CASELET
FILING CONSUMER COMPLAINTS BECOMES A CAKE WALK
In a major move to empower consumers, the consumer affairs
department has proposed to allow filing of cases against entities
such as builders, companies, and service providers in the consumer
forum in the district where a complainant lives. This is one of the key
amendments, proposed in the Consumer Protection Act. Another
major change mooted is to ensure that the district forums admit
complaints within 24 days. At present, a consumer can file a case in
the district consumer dispute redressal forum where the defaulting
entity has its main office or a branch office. For example, if a Mumbaibased person has bought a flat in Delhi, he has to file complaint, if any,
only in Delhi if the entity doesnt have any branch office in Mumbai.
Now a new clause is being added to the jurisdiction of district
forums to allow the complainant to file a complaint in district
forum where he resides or works.
Its a welcome proposal, which will reduce inconvenience and
harassment of consumers to a large extent. Consumers time and
money will be saved. This will help them to pursue their cases
properly. It will also encourage more consumers to approach the
forums in case of disputes. At present people hesitate to file cases
if they shift their work place or reside in a different city. You cant
expect a man living or working in Mumbai to visit Delhi frequently
to pursue his case.
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10.1
I NTRODUCTION TO CONSUMER
PROTECTION
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It includes any user of such goods other than the person who
actually buys goods and such use is made with the approval of
the purchaser.
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Right to Information
According to this right the consumer has the right to get information
about the quality, quantity, purity, standard and price of goods
or service so as to protect himself against the abusive and unfair
practices. The producer must supply all the relevant information at
a suitable place.
Right to Choice
According to this right every consumer has the right to choose the
goods or services of his or her likings. The right to choose means an
assurance of availability, ability and access to a variety of products
and services at competitive price and competitive price means just or
fair price.
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According to this right the consumer has the right to represent him or
to be heard or right to advocate his interest. In case a consumer has
been exploited or has any complaint against the product or service
then he has the right to be heard and be assured that his/her interest
would receive due consideration.
According to this right the consumer has the right to get compensation
or seek redressal against unfair trade practices or any other exploitation.
This right assures justice to consumer against exploitation.
The right to redressal includes compensation in the form of money
or replacement of goods or repair of defect in the goods as per the
satisfaction of consumer. Various redressal forums are set up by the
government at national level and state level.
Right to Consumer Education
According to this right it is the right of consumer to acquire the
knowledge and skills to be informed to customers. It is easier for
literate consumers to know their rights and take actions but this
right assures that illiterate consumer can seek information about the
existing acts and agencies are set up for their protection.
The government of India has included consumer education in the
school curriculum and in various university courses. Government is
also making use of media to make the consumers aware of their rights
and make wise use of their money.
NMIMS Global Access School for Continuing Education
The Act provides for relief of a specific nature and also for
compensation to the consumer as appropriate.
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Setting up counselling and a mediation mechanism at prelitigation stage and so as to reduce the burden of consumer courts
and resolve disputes through out of court settlements.
2.
3.
4.
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1.
Find out few cases where in the customers benefited because of the
rights guaranteed under this Act.
The Consumer Protection Act, 1986 and several other laws like the
Weights, Standards & Measures Act can be formulated to make
sure that there is fair competition in the market and free flow of
correct information from goods and services providers to the ones
who consume them.
10.3
The area of law which the scenario relates to is the Supply of Goods
and Services Act (SGSA) 1982 and the Sale of goods Act (SOGA)
1979. Both acts complement each other by having numerous implied
obligations and if these terms are breached then the buyer can seek
a remedy under the specific section which applies to them. The
implied terms in both acts are very similar to each other such as to
the description and quality goods. The purpose of these obligations
is to protect the consumer from any contractual breach by the seller.
The legal position of the trader and the customer on the supply of goods
and services has come about as a result of many legal developments
but is now based on the Supply of Goods and Services Act, 1982 (note
that in Scotland the legal position is still based on common law). The
Act is described below but notice that it does allow a trader and a
customer to agree that the customers legal rights in any transaction
should not apply or should be limited in some way.
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The law says that certain terms are implied in every transaction for
the transfer of goods and that the goods must:
1.
2.
Be of satisfactory quality
There are some exceptions to this rule for situations such as where
defects were brought to the customers attention before the sale or if
the trader had made clear he was not sure whether, e.g., a particular
part would be suitable for a particular purpose.
You may have read discussions of these types of issue in, e.g., motor
magazines where journalists try to identify when it might be possible
to reject a car which has been purchased.
10.3.2 EFFECT OF A MANUFACTURERS GUARANTEE
The rights of the customer under law are against the supplier rather
than the manufacturer and a manufacturers guarantee does not take
those rights away. Both the customer and the supplier will benefit
if customers complete and post manufacturers guarantee and
registration cards.
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This test is very difficult to summarize but the court will consider
the circumstances that were known to the parties (or should have
been known) when the contract was made and will pay particular
attention to such issues as the relative bargaining strength of the
parties, whether the customer received any special inducements and
whether the customer knew or should reasonably have known about
the restriction clause. It is the trader who has to prove that the clause
was reasonable.
If repair and replacement are not possible or too costly, then the
consumer can seek a partial refund, if they have had some benefit
from the good, or a full refund if the fault/s has meant they have
enjoyed no benefit.
After six months and until the end of the six years, it is for the
consumer to prove the lack of conformity.
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Inherent Fault
A fault present in the product at the time of purchase like:
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Present a short caselet related to Sale of Goods Act, 1979 and also
find out if justice was granted to the customer or not under the
provisions of this law.
All consumers should know about the Sale of Goods Act, 1979
(SoGA) as it provides consumers with protection when making
purchases, whether buying on the internet, over the phone, via the
shopping channel, by mail order or on the high street.
10.5 SUMMARY
The Supply of Goods and Services Act says that certain terms
are implied in every transaction for the transfer of goods and
NMIMS Global Access School for Continuing Education
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Q. No.
1.
Answers
Arthashastra
2.
3.
4.
5.
6.
Exploitation
Educate
Competitive; fair
Compensation
Consumer Protection
Councils
Contd...
7.
8.
Amendment
Satisfactory; reject
9.
10.
11.
False
True
False
2. Refer 10.2.3
Right to Safety, Right to Information, Right to Choice, Right to be
Heard or Right to Representation, Right to Seek Redressal and
Right to Consumer Education
3. Refer 10.2.5
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4.
Refer 10.4
5. Refer 10.3
6. Refer 10.2.4
E-REFERENCES
http://www.ncdrc.nic.in/1_1.html
http://www.consumerlaw.in/consumer-protection-act-1986/
http://www.indiankanoon.org/search/?formInput=sale%20
of%20goods%20act%20%20%20section%2032
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11
CASE STUDIES
CONTENTS
Case Study 1: Chapter 1 Cadbury Dairy Milk: Understanding Consumers
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Diligently
A Brands Personality
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Cadbury feels that a timeless line like kuch meetha ho jaaye may just
need to be modified or refreshed. Each new entrant pecks at your
share. The first task is preserving share and the second remaining
relevant to an adult audience. By playing in the meetha space, the
brand has perhaps set itself up for a tough slog. When Cadbury
claims kuch meetha ho jaaye it is competing with thousands of
traditional sweets including regional favourites. Its a good piece of
strategy, but whether its effective is the question.
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In the rural areas, consumers get baby care tips via missed calls
and there are activations that link tips on infant health to sanskaar
or values. In some other countries in the 80s and 90s, J&J tried
expanding the offering to young adults and women since many
older consumers use the products. But then they were up against
brands like Olay and Ponds with no credentials in that market
and they suffered for the loss of focus on baby care. Expanding
the portfolio to oil, shampoo, and wipes has given it a lot more
legroom. But the final reason for its success is no sustained
competition, purely because the barriers to entry are so high.
Contd...
The mother is a consumer only for two or three years, and is then
replaced by another set of moms. To make a mark, the competitor
has to be present over several such cycles. Such trust takes time
and credible competition will need to spend for a decade or two
before they can be taken seriously. The only possibility to end
the dominance is from two flanks: a range with a demonstrably
superior offering or one that touts herbal or ayurvedic benefits.
1.
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1.
After reading the whole case, analyse how focus group can
be integrated with other motivational research techniques
to make it more effective. [Hint: Refer Para 3]
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Contd...
2.
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1.
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The launch campaign for the brand in 2012, that was created by
Meridian had used Vespas fashion legacy lingo extensively across
print, television, and digital. The current campaign takes that
thought forward, with an expression of ones individuality and
gives the brand an ideology. People mostly do not have permanent
relationships with their two-wheelers and that is what Vespa is
setting out to create. Many would wonder if this is the best way to
sell a brand clocking just about 2500 units per month. The biggest
challenge that the brand faces is its premium positioning and it
is not an easy job to conquer large market shares in such a short
time. But then buying Vespa is not necessarily a rational decision
as shown by the campaign. The campaign seeks to jolt the young
and ask them the provocative question, and the question itself is
attempting to make the brand larger than life. However, some lines
are forceful, and some are forced, and that is the weakness of the
Contd...
campaign. So, when India pops the Do You question, how many
young consumers are going to get back with I Do?
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Micromax that formerly prided itself on bling has joined the legions
of Samsung-alike phones with commercials bursting at the seams
with Caucasian models. While some of these cases point to brands
in trouble, trying to solve deeper issues via a new marketing
campaign, for others, a shifting mass of identities does not
necessarily signal a problem. Airtel remains Indias No.1 operator
even as some who were part of the agency team handling the brand
complained about it moving from a vague if pervasive, inclusive
positioning to one that focused sharply on youth. Internally, Airtel
is very clear about what the brand stands for.
2.
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The move clearly is to woo youth and get out of the imagery of childmother association something that was impeding its drive to expand,
especially in the ice-cream segment where it was losing out to its
rivals in youth appeal. The campaign seeks to build and reinforce
Mother Dairys corporate brand by bringing all its products under
one umbrella. The most important thing the TVC does in a subtle
manner is to liberate Mother Dairy from the narrow confines of
its children-centric target. The attempt clearly is aimed towards
changing consumers perception towards the old and dull mother
dairy brand towards becoming more youthfull and independent.
The brand seamlessly takes kids and young in its fold and blurs
the distinction between the two. This will expand consumption
and sales. However mothers, especially Indian mothers are not
known to give in without a fight. Mother Dairy has been targeted
to housewives and homemakers for a long time now. To target a
completely new segment is not easy. It requires an understanding
of their needs, creating the right products and packaging to meet
these needs, the right channels and relevant imagery, to change
and influence their already years old built beliefs and perceptions.
Mother Dairy should have strengthened its core and evaluated the
possibility of a completely new brand for the young adult segment.
Though everyone knows kids perceptions cant be changed
overnight and one communication cant change it, but its a move
in the right direction. Its a tough space to move into since many
aspects of youthfulness are closely associated with other brands.
Romance has already been appropriated by competitors. But
there are other cuts that we can make use of. However, the bigger
challenge for Mother Dairy is to ensure that it stays in touch with
Contd...
its roots even as it gets a younger target audience into its fold. It
is repositioning itself to make the brand relevant to youth. But
this does not mean it can afford to ignore the kids segment which
contributes to its sales in a big way.
1.
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3.
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Coca-Cola India found that Indian consumers are more aware today
about the choices that are available worldwide. So the company is
on course to invest $5 billion by 2020, thereby providing beverage
choices to consumers to complement their lifestyles and hydration
needs. While the diet and light segment in the beverage was still
small, urban consumers account for nearly 50 million and present
a huge opportunity. Focus on strengthening its distribution in the
rural regions had worked well for the company. Besides its glass
returnable bottles priced at `10 under its Happiness on the go
plan, the company has been offering sparkling drinks to its rural
consumers in 100 ml serves priced at `5 through its fountainsmounted trucks. Also, it has been offering its drinks through
Splash bars, which are low-cost chillers with dispensers in rural
regions, besides offering its brand Maaza in 100 ml packs. Coca
Cola has also started a pilot at Kolkata for Kinley Glucojal, which
Contd...
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2.
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1.
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Contd...
2.
3.
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1.
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digital and that young children customers are using iPads at home,
so they wanted to bring those experiences together for people when
they are in store. Shop assistants can bring the iPad to children
and parents wherever they are in the store, while Clarks animated
brand characters appear on the iPad display when younger
children use the gauge.
The technology launched in 50 stores initially but Clarks expects it
to be available across all of its UK shops by the summer. In addition,
the retailer is investigating other possibilities for the iPads, such as
helping shoppers look for products online or to bring advertising
campaigns to life through interactive applications. Despite the
rapid growth of online shopping, most people appreciate the ability
to touch and feel products in a physical retail setting.
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2.
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1.
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In its suit, the company said that Singh was one of its distributors for
Bihar since 2005 and was carrying on the business of distribution
and marketing of the various products but his association with the
company had come to an end on March 31, 2014. It alleged that
in June 2014, the company came to know that Singh had started
promotion CARE ESSENCE range of products in the market,
the product it was about to launch and has been contacting various
dealers and distributors in Delhi and Bihar. The company alleged
the logo adopted by Singh for his products was imitation of the logo
and trademark of the company containing one-leaf whereas Singhs
logo contained two-leaves at the same space and placement and
would create confusion among customers. Singh has adopted the
identical trademark CARE ESSENCE along with the deceptively
similar trade name Nature Herbal as to Nature Essence to
market his product and to create a belief that their trade is just
extension of the trade of the company and under said impression,
people have started dealing with him.
2.
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1.
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