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Module 2
Develop Objectives
Collect Secondary Data
Exploratory Research
Prepare Report
Prepare Report
Projective techniques
Incomplete sentences Photo/visual for story telling Role playing Word associations tests
Experimentation
Controlled experiment Test marketing
Survey research
Personal interview survey Telephone interview survey Mail survey E-mail survey Online or internet based survey
Nicosia Model
Sub field 1 Firms marketing & communication efforts
Attitude
Field 4 : Feedback
Consumption
Motivation
The Nicosia model focus on the relationship between the message and its impact on the potential consumers The Nicosia model has focused on four major fields 1. consumers attitude formation based on message exposure 2. Consumers information search and evaluation of alternatives 3. The act of purchase 4. Feedback given by the consumer
Significative :
Quality Price Distinctiveness Service Availability
Overt Search
Confidence
Purchase
Symbolic:
Quality Price Distinctiveness Service Availability
Attitude
Attitude
Brand comprehension
Social:
Family Reference Social groups
Motives
Choice Criteria
Brand Comprehension
Attention
Satisfaction
The basic structure of Howard Sheth model consists of four major constructs 1. Inputs 2. Perceptual and learning constructs 3. Outputs 4. Exogenous Variables
Inputs
Significative stimuli Symbolic stimuli -verbal or visual product characteristics Social stimuli
Exogenous variables
Importance of purchase Personality traits Time pressure Knowledge and reference
EXTERNAL VARIAB
Individu Characte
Exposure
Beliefs
Attitudes
Yielding Acceptance
Intentions Purchase
Retention Outcomes
Situatio Influen
External Search
Dissatisfaction
Satisfaction
External Influences
Sociocultural Environment Family Informal Sources Other Non Commercial Sources Social Class Subculture And Culture
Process
Evaluation of Alternatives
Output
Internal Influences
Motivation: is the driving force within the individual that impels them to action. This driving force is produced by a state of tension , which exists as the result of unfulfilled needs Personality: those inner psychological characteristics that both determine and reflect how a person responds to his or her environment
Communications:
External Influences
Social Class Culture Reference Groups Family Members
Every consumer does not require or receive same degree of information search
Models of Consumers
Economic View
Cognitive View
Passive View
Emotional View
An Economic View
In the field of economics, which portrays a world of perfect competition consumer decision making is considered to be rational And to be rational a consumer would have to
Be aware of all available product alternatives Be capable of ranking each alterative in terms of its benefits and disadvantages and Be able to identify the one best alternative
Also consumer generally is unwilling to engage in extensive decision making activities and will settle instead for a satisfactory decision one that is good enough
Passive View
Opposite to the rational economic view of consumers is the passive view It depicts the consumer as basically submissive to the self-serving interests and promotional efforts of marketers In this view consumers are perceived as impulsive and irrational purchasers, ready to yield to the aims and into the arms of marketers Principal limitation of the passive model is that it fails to recognise that the consumer plays an equal role in buying situations
Cognitive View
Portrays the consumer as a thinking problem solver Model focuses on the processes by which consumers seek and evaluate information about selected brands and retail outlets Consumers are viewed as information processors Information processing leads to the formation of preferences and purchase intentions Model also recognises that the consumer is unlikely to even attempt to obtain all available information about every choice and stop seeking the info when they perceive that they have obtained sufficient info to make a satisfactory decision
An Emotional View
In real life consumers are associated with deep feelings or emotions such as joy, fear, love, hope, fantasy etc. These feelings or emotions are likely to be highly involving in emotional purchase less emphasis is placed on Prepurchase info More emphasis is placed on current mood and feelings Emotional decisions are rational too Mood of the consumer also affects decision making Individuals in a positive mood recall more information about a product than those in a negative mood
Situational Influences
The purchase decision and consumption process always occur in the context of a specific situation Therefore understanding the situations is important Defined as all those factors particular to a time and place that do not follow from a knowledge of personal and stimulus(choice alternative) attributes and that have an effect on current behaviour E.g.: The way a consumer reacts to a TV commercial
The situation interacts with the activity and the individual to determine behaviour
Situation characteristics Physical features Social surroundings Temporal perspective Task definition Antecedent states
Individual characteristics Culture and subculture Demographics Social class Motivation Personality Attitudes lifestyle
Consumption responses
Problem recognition Information processing Alternative evaluation Purchase Use Disposition Evaluation
Types of situation
Communication situation
Purchase situation
Usage situation
Disposition situation
Delivering an effective message to consumers who are in a receptive communication situation and interested in purchasing a product Difficult to find high-interest potential buyers always
Physical Features
Physical surroundings include dcor, sounds, aromas ,lighting , weather and the other material surrounding the stimulus object Particularly used type of situational influences The sum of all features of a retail environment is referred to a the store atmosphere A stores influences the consumers judgments of the quality of the store and stores image Atmospherics is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers
Social Surroundings
Are the other individuals present during the consumption process Peoples actions are frequently influenced by those around them E.g.: the dress you prefer for first dating, on the joining date of your first job
Temporal Perspective
Are situational characteristics that deal with the effect of time on consumer behaviour The amount of time available for the purchase has a substantial impact on the consumer decision process Less time available shorter the info search and more suboptimal purchases will be made Limited time results in brand loyalty and no comparative shopping
Task Definition
Is the reason the consumption activity is occurring E.g.: for self use or gift giving The type of gift given and desired varies by occasion and gender Anxiety in the part of both givers and takers
Antecedent States
Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called antecedent states
E.g.: the sate of depression, happiness
Moods: are transient feeling states that are generally not tied to a specific event or object Operate without the individuals awareness Moods does not affect consumer behaviour as compared to emotion Momentary conditions: reflect temporary stats of being such a tired, ill, having extra money, being broke and so forth
E.g.: individual who dont have two wheeler for a moment will act differently compared to who dont have two wheeler
Ritual Situations
Can be described as a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning Ritual situation can range from completely range from completely private to completely public E.g.: a private prayer on the anniversary of an event with special meaning to t he individual l E.g.: a couple celebrating their wedding anniversary every year in same hotel