consumer bahavior-4 a marketing plan prerequisite by

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Consumer Behavior-4

From Perceptions to Behavior

Danny AbramovichMarketing Plan Specialist

1 .Management2 .Marketing

3 .Research4 .Segmentation

5 .Consumer Behavior-26 .Creativity

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Course Schedule Part 2

1. Management

2. Marketing

3. Research

4. Segmentation

5. Consumer Behavior

6. Creativity

part2

part3

3

Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

5. Consumer BehaviorMethodology

© Danny Abramovich

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5. What Affects CB?

What Affects Consumer Behavior?

5.1 Psychological Core (Internal Process)

5.2 Decision Making Process

5.3 Consumer’s Culture (External Process)

5.4 Consumer Behavior Outcomes

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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5. What Affects CB?

Decision Making Process

Consumer Behavior Outcomes

Psychological Core Internal Process

Consumer’s CultureExternal Process

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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5.1 Psychological Core

Psychological Core Internal Process

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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5.1 Psychological Core

5.1.1. Perceptions

5.1.2. Learning & Memory

5.1.3. Motivation and Values

5.1.4. Attitudes & Attitude Change

5.1.5. The Self

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-processSENSATION

MEANING

Perceptual Process

Perception

input of our nervous system

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-processSENSATION

MEANING

Perceptual Process

Perception

A new range of tactile gravure inks and lacquers allow touch & feel sensations to brand names (Sun Chemical)

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Perceptual Process

Perception

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-processSENSATION

MEANING

Perceptual Process

Perception

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5.1 Psychological CoreInternal-process

MEANING

Perceptual Process

Perception

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5.1 Psychological CoreInternal-process

MEANING

Perceptual Process

Perception

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5.1 Psychological Core

Buyers’ Views of Sellers (78%):

Internal-process

MEANING

Perceptual Process

Perception

• Unreliable• Devious• Opinionated• Arrogant• Poor Listeners

• The enemy• Untrustworthy• Pushy• Aggressive• Manipulative

Only 18% saw the salesperson in positive terms. Source: Negotiation Resource International

‘Buyer Behaviors’, 2001

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

imuli

Sensory receptors Attention

Interpretation

Response

Perception

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Perceptual Process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Perception

SENSATION

MEANING

STIMULI

Perceptual ProcessNow, back to perceptual

maps!

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Perception

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Perception

Now, back to perceptual

gaps!

perceptual gap

perceptual gap

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

imuli

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Perceptual Process

Perception

CCoolloouurrssin the service of marketers

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5.1 Psychological CoreInternal-process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-processIn the early 20th century, renowned psychologists Dr. Max Luscher and Dr. Theo Gimbel developed Rudolph Steiner's basic principle: people chose colors for their direct association with their current physical state and psychological needs.

www.paulgoldin.com/colorgenics.htm

Perceptual Process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

imuli

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Perceptual Process

Perception

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

imuli

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Perceptual Process

Perception

“Audio Architecture”Once “Elevator Music“, now Muzak, music experiences

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Sound Greeting Cards

Perceptual Process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

imuli

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Perceptual Process

Perception

Olfactory Marketing Smells can have a significant effect on mood and sense of well-being: bakery in a supermarket...

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Citroën C4 offers a scent-diffuser in the ventilation system and a range of nine different scents.

www.parfum-indigo.com

Perceptual Process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Omni Hotels Creates 'Sensory Advisory Board' NEW YORK – Omni hotels has embarked on a campaign to increase customer satisfaction with the help of lemon grass and green tea scents, lavender pillow spray and a calming CD to lull guests to sleep (2006).

Perceptual Process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

imuli

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Perceptual Process

Perception

Blind taste test

Sales promotion through tasting

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-processInter-cultural differences

National taste

Perceptual Process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

imuli

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Perceptual Process

Perception

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Touching is influenced by someone'sbackground and culture. Arabs may touchonce or not at all while North Americanscould touch each other between two and four times an hour, according to some researchers. People from the United Kingdom, certain parts of Northern Europe and Asia touch far less, while in France and Italy people tend to touch farmore frequently. New-Zealand

Perceptual Process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

imuli

Sensory receptors Attention

Interpretation

Response

Perception

SENSATION

MEANING

sights

sounds

smells

tastes

textures

Perceptual Process

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Interpretation

Interpretation: understand meaningsAoccdrnig to a rscheearch at an Elingshuinervtisy, it deosn't mttaer in waht oredr theltteers in a wrod are, the olny iprmoetnt tihng istaht frist and lsat ltteer is at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae we do not raedervey lteter by it slef but the wrod as a wlohe!

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Interpretation

Role of Symbolism in InterpretationSign

logo

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Interpretation

Role of Culture in Interpretation

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Interpretation

Response

Perception

MEANING

Perceptual Process

signlogobrand

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Interpretation

Response

Perception

MEANING

Perceptual Process

signlogobrand

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Interpretation

Response

Perception

MEANING

Perceptual Process

signlogobrand

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5.1 Psychological Core

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

Internal-process

Interpretation

Response

Perception

MEANING

Perceptual Process

signlogobrand

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5.1 Psychological Core

5.1.1. Perceptions

5.1.2. Learning & Memory

5.1.3. Motivation and Values

5.1.4. Attitudes & Attitude Change

5.1.5. The Self

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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Part Five out of Six