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Exogenous variables
VARIABLES OUTPUTS
The third type is family, reference group, and social class. All three types of stimuli provide inputs concerning the product class or specific brands to the specific Copyright 2010 Anupam Kumar consumer.
Intention Attitude
Brand Comprehension
Attention
Interaction between the different variables in the Perceptual and Learning constructs and other sets give the Model its distinctive advantage.
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Overt Search
Symbolic Inputs
Stimulus Ambiguity
Perceptual bias
When the consumer distorts the information received so that it fits his or her established needs or experience
Attention
Perceptual Bias
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Perception
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us
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Perceptual Selection
Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors
Consumers previous experience Consumers motives
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Perceptual Selection
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers seek out messages which:
Are pleasant They can sympathize Reassure them of good purchases
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Perceptual Selection
Selective Attention Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium
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Symbolic Inputs
Stimulus Ambiguity
Perceptual bias
When the consumer distorts the information received so that it fits his or her established needs or experience
Attention
Perceptual Bias
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Intention
Attitude
Motive
Brand Comprehension
Choice Criteria
Perceptual Bias
Satisfaction
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Learning
Learning refers to any change in the content or organisation of long-term memory and/or behaviour Learning are the changes in an individual s behavior arising from experience A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
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Characteristics of Learning
The strength of learning is influenced by:
importance involvement mood reinforcement stimulus repetitions imagery
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Confidence
Attitude
Motive
Brand Comprehension
Choice Criteria Satisfaction
Perceptual Bias
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Purchase
Intention
Stimulus Ambiguity
Attitude Attitude
Brand Comprehension
Attention
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Intention
Purchase
Confidence
Motive
Brand Comprehension
Perceptual Bias
Purchase
Intention
Stimulus Ambiguity
Attitude Attitude
Motive
Brand Comprehension
Perceptual Bias
do not properly fall within the Howard Sheth model The Exogenous Variable include:
Importance of purchase Personality variables Social class Culture Organization Time Pressure Financial Status
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Bibliography
Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGrawHill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009.
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