Marketing Management - Pgpmi - Class 12
Marketing Management - Pgpmi - Class 12
Marketing Management - Pgpmi - Class 12
Who is a consumer?
A consumer is typically one who engages in any one or all of the activities described in the definition Customer is one who actually purchases a product or service from a particular organisation or shop.
Organisational
Including profit and non profit businesses, government agencies and institutions
Description
The person who determines that some need or want is not being met
Influencer The person who intentionally/ unintentionally influences the decision to buy the actual purchase and/ or use of product or service
Buyer
User
Laggards 16%
Sivapriya Krishnan
What is perception?
Perception is the process by which a person selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Stimuli
Vision Smell Sound Touch Smell
Tension
Drive
Behaviour
Cognitive processes
Tension reduction
Involvement Refers to the personal relevance or importance of a product or service that a consumer perceives in a given situation. High involvement leads to high motivation
Beliefs: large number of verbal or mental statements that reflect a persons particular knowledge and assessment about something Values are also beliefs, but
Relatively few in no. Guide for culturally appropriate behaviour Enduring Not tied to specific objects or things Widely accepted by members of society
Customs: overt modes of behaviour that constitute approved or acceptable ways of behaving in specific situations
Operant Conditioning
Our assessment of products are often based on rewards we experience as a result of making specific purchasesinstrumental conditioning
Try brand B
Try brand C
Try brand D
Repeat Behaviour
Instrumental conditioning
Positive reinforcement
Consists of events that strengthen the likelihood of a specific response (using a shampoo that leaves your hair feeling smooth and silky is likely to result in a repeat purchase)
Negative reinforcement
A negative outcome that also encourages a specific behaviour
What is lifestyle?
A lifestyle typically depicts the whole person in active interaction with his environment Lifestyle
is a group phenomenon pervades various aspects of life implies a central life interest varies according to sociologically relevant variables
Purchase decisions
Targeting of products
Durables
Washing machines Wet Grinders Vacuum cleaner Steel cupboards Watches Contemporary Housewife, affluent sophisticate, gregarious hedonist Contemporary Housewife, affluent sophisticate
Non durables
Gel toothpaste Tamarind paste Skin care cream Upmarket perfumes Talcum powder
Problem recognition
Purchasing Processes
Information search
Internet Advertising In-store promotion Dealer information Package info Sales personnel Samples and demo
Consumer factors
Demographic characteristics Personality
Information processing
Exposure
Attention
Comprehension
Yielding
Retention
Exposure: degree to which people notice stimuli Attention: degree to which people focus on stimuli Comprehension: understanding Acceptance: act of agreeing/disagreeing Retention: entry of stimulus into the long term memory
Purchase process
Physical surroundings Social surroundings Task definition Temporal dimensions Antecedent conditions
Post-purchase evaluation
Dissatisfaction Expectancy confirmation Satisfaction