consumer behaviour case barnes and noble
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Consumer Behavior
2012
Group Members:
Mohammad Mahdi Mesbahi
Masoud Moghaddas
Mark Liew Han Loong
GM04701
GM04443
GM04130
What affective responses do you think the Barnes
& noble environment creates?
What is the
Affective
Responses?
Consumer Behaviour Definition:
The feelings a person has toward an
attitude object such as a brand,
advertisement, salesperson, etc. Affect
is growing in importance in attempts to
understand and predict consumer
behaviour (defined by American Marketing
Association)
The emotional response to a
situation
Barns and Noble
EnvironmentBarns and Noble Philosophy:
The more consumers we attract into the
store and the longer they are encourage
to stay, the more book we sell.(B&N Spokesperson)
Are you in a good
mood today?
Affective ResponsesB&N focus on:
Friendly atmosphere
Consumer mood
They change the boring
and traditional atmosphere
to the happy, exciting, and
friendly one. People look at
the reading as a new
entertainment.
(large sofa, background music, coffee bar, bright lighting, …)
B&N creates an environment that consumer spend their time to feel
good and be relax. When they are in a good mood, they buy more.
How might consumers’ cognitive systems
interpret these responses?
What is the Cognitive
Responses?Consumer Behaviour
Definition:
The Psychological
Responses which includes
Understanding, Evaluating,
Planning, Deciding and
Thinking. The mental (thinking)
responses to a
stimuli.
Cognitive
ResponsesConsumer
decision-making involves three important cognitive processes:
1. Interpretation processes
• Attention• Comprehension• Knowledge,
meanings & beliefs
2. Integration processes
• Form overall evaluations of products, other objects, behaviors
• Choose among alternative behaviors
3. Retrieval of Product knowledge
• Stored knowledge, meanings, and beliefs
• Product involvement• Activation of memory• Automatic processing
Cognitive
ResponsesHow consumers
cognitive systems interpret these responses:
Comparing with other options for purchasing books. On-line - Amazon, bookshop around the corner
Significant experiences or beliefs formed from previous visits to Barnes and Nobles
Product involvement of books category in making a purchase or visiting a store
From a marketing perspective, which is more
important to Barnes & Noble-affect or cognition?
What is marketing
strategy?
It is a process that can allow an
organization to concentrate its limited
resources on the greatest opportunities to
increase sales and achieve a sustainable
competitive advantage.
Both cognitive and affective systems are important, because:
They are highly interrelated.
Each system can respond to the
output of the other system.
Both are important for
understanding consumer
behavior.
Conclusion:
Affect Cognitio
nEmotio
nal
Ration
al More effective in short-
run
More effective in long-
run
Thank you