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MOTIVATION-
The car allows consumers to convert their sub-concious urges to destroy & their
fear of death.-two key forces in the human psyche- into reality.eg- “step on it”-
stems from the desire to feel power.
“i just missed that car by inches”-reflects the desire to play with danger.
Here aggressive motives function for driving cars in promoting the superiority of
its gasoline products.
GOALS-
The selection of goals- A person want Mercedes as to travel with family along
with to show the high status.
MOTIVES-
Primary motives- purchasing a new car to replace old-modelled previous car,
Eg- a person purchases santro not Nano for having greater protection, mileage,
with price conciousnes
Eg- a person buying Bolero not buying Tata indica for showing higher status.
Dynamics of Motivation-
Needs are never fully satisfied- a person is purchasing Tata nano for only
personal transportation, but it is not having protection & other criterias.so he
purchases Zen, then for family tour quails.
New needs come when old needs are satisfied- a person 1st purchases
santro then again purchases bolero for family tour.
Substitute goals- One purchasing indica not purchasing bolero dur to price
concousnes.
Along with all these needs, for showing higher status, for family tour one
purchasing BMW.
1) Regression-
2) Withdrawal-
3) Projection
4) Day-dreaming-
5) Identification-
6) Repression-
7) Agression-
8) Rationalisation
1) Biogenic needs- For protection & personal transportation one buying low
price car.
Buying motives
SOME FACTS-
THEORIES OF PERSONALITY-
1) Fraudian theory- id, superego, ego influence buying behaviour. Its also
called psychoanalytic theory of personality. Personality is primarily
instinctual & sexual in nature,
.) consumer innovativeness
.) consumer materialism
.) consumer ethnocentrism-
2) Visulisers vs verbalisers
3) Interpersonal influence-
PERCEPTION
The difference between reality & expectation is perception.
Webber’s law-
1) Perceived price-
2) Perceived quality-
Elements of perception-
Perceptual selection-
Their motive-
Nature of stimulus-
Expectation
Motives-
Selective perception-
Selective exposure
Selective attention
Perceptual defense
Perceptual blocking-
Perceptual interpretation
LEARNING
It is the process by which individual acquire the purchase & consumption
knowledge & experience that they apply for future-related behaviour.
Motivation-
Clues-
Response
CLASSICAL CONDITIONING
INSTRUMENTAL/OPERANT
CONDITIONING
• Repeatation-
• Generalization-
• Family loading
• Stimulus discrimination
Negetive reinforcement
Customer satisfaction-
Consumer involvement & passive learning-
ATTITUDE
It is a learned predisposition to behave in a consistently favourable or
unfavourable way with respect to a given objects.
SOME FACTS-
Married couple may not go for a Scorpio or Quailis or any other 10sitter
car.They prefer WagonR,Omni.
Extended family : While going out with joint family,one will prefer
Scorpio,Sumo like 12sitter.
Friends or roommates : While going out together they may not prefer
Sumo,Scorpio.
One child was seeing his favourite actor in a movie with a car.So he insisted
to have that 4wheeler from his parents.
There can be a joint family but going out separately may prefer Indica,Zen
type of 6sitter.
4. Reference Group
A person previously had a Nano car but while working in a corporate firm
where most people come by Mercedez or Benz ,he was fascinated to high price
stylish cars like Royals,BMW etc & eventually decided to buy.
A family stays in an apartment and there most of the family use high price
stylish cars,so that family may have to go for Ford,Ciesta,Qualis kind of high
price car for prestigious issue.
5. Referrent Person