BEHAVIOUR INDIVIDUAL ASPECTS OF CONSUMER BEHAVIOUR Perception Learning Motivation and Involvement Personality Attitudes PERCEPTION
“Perception is the process of selecting,
organizing and interpreting or attaching meaning to events or situations in the environment.” It is mental process, whereby an individual selects data/information from environment, organizes it and then draws significance or meaning from it. Perception is basically a cognitive or thinking process and individuals activities, emotions, feelings etc. are based on his or her perceptions PERCEPTION Sensation
Sensation may be defined as an immediate
direct response of a physical sensory organ. Sensation is related to a very elementary or basic behavior which is based on physiological functioning. Perception is something more than sensation. Perception is determined by both physiological and psychological factors. THRESHOLD
ABSOLUTE THRESHOLD: the point at
which an individual senses a difference between ‘something’ and ‘nothing’ is referred to as the absolute threshold for a particular stimulus. THRESHOLD
Differential Threshold: the minimal difference
that can be noticeable between two similar stimuli is known as the differential threshold. This concept was developed by German Scientist, Ernst Weber in 19th Century. EXTERNAL FACTORS INTERNAL FACTORS
permanent change in behavior occurring as a result of experience. It involves change Its continuous process It is based on some form of experience LEARNING Elements of Learning
Motive
Cues
Response
Reinforcement
Retention TYPES OF LEARNING PROCESSES
ROUTINES: Many of the consumer behavior
occurs without the involvement of extensive consideration and reflection. LEARNING PROCESS: There are different learning processes, which influences purchase behavior. One such type of learning is CONDITIONING, here behavior becomes dependent on certain stimuli or events in the environment. Motivation
Motivation:Motivation is the driving force
among individual consumers that impel them to action.
Definition: Motivation may be defined as psychological
forces that determine the direction of person’s behaviour, a person’s level of effort, and a person’s level of persistence in the face of obstacles.
In another words, motivation is the process that account for
an individual intensity, direction, and persistence of effort towards attaining a goal.
A motive is a construct representing an unobservable inner
force that stimulates and compels a behavioral response and provides specific direction to that response. MOTIVATION INVOLVEMENT
Involvement: Involvement is a reflection of strong motivation
in the form of high perceived personal relevance of a product or service in a particular context.
In other words, involvement consists of
differences in the intensity of interest with which consumers approach their dealings with the marketplace.
Involvement can vary in individuals depending on different
situations
Involvementis related to some form of arousal.
Involvement can be of 3 types Personality
Personality can be described as the psychological
characteristics that both determines and reflect how a person responds to his or her environment. How Personality is help full in marketing: Because no two people are exactly the same, marketers can look for certain similar personality traits in different consumers. These consumers can then be grouped together based on this identified personality. Product/Brand Personality includes: manly, adventurous, sporting, stylish, mature, etc. Colour can influence our emotions, our actions and how we respond to various people, things and ideas. Personality Nature/characteristics of Personality. Personality reflects individual differences: Because the inner characteristics that constitutes an individuals personality are a unique combination of factors, no two individuals are exactly alike Example: Hero Honda- Splender and Hero Honda- Karizma
Personality is consistent and enduring: Personality is a set of
response tendencies that are consistent and endure over time. Consistency means that the characteristics contributing to an individual's personality tend to carry over to a variety of situations. Examples: Raymonds, Maruti 800.
Personality is subject to change: Personality is,
however, subject to change over time, in response to situations and events in life and, also, as part of a gradual maturing process. Examples: Godrej shaving creams, Mc Donald’s. ATTITUDE
A learned orientation toward an object or
situation, which provides a tendency to respond favorably or unfavorably to the object or situation. It like , likes or dislike Its an overall evaluation that allows one to respond THEORIES OF ATTITUDE
Affective Cognitive Consistency Theory: is about
the consistency between a person’s over all attitude towards an object and on his beliefs about its relationship to his more general values. According to this theory Attitudes are related to one aspect of cognitive structure between the object and the goal. THEORIES OF ATTITUDE
Cognitive Dissonance Theory: is motivating
state of affairs just as hunger impels us to eat, so does dissonance impel a person to change his opinions or his behavior. In this theory, individual gets additional information in three ways: One information is overshadowing other Both information’s are in opposite direction Both information’s are not related to each other