Consumer Behavior-4 From s to Behavior 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-2 6. Creativity Danny Abramovich Marketing Plan Specialist 1
Course Schedule 4 Part 2 1. Management 2. Marketing 3. Research 4. Segmentation part 2 part 3 5. Consumer Behavior 6. Creativity 2
5. Consumer Behavior4Methodology Management Marketing Marketing Research Market Segmentation Consumer Behavior 3 Danny Abramovich
5. What Affects CB? What Affects Consumer Behavior? 4
5. What Affects CB? Consumer s Culture External Process Decision Making Process Psychological Core Internal Process Consumer Behavior Outcomes 5
Psychological Core Internal Process 6
5.1.1. s 5.1.2. Learning & Memory 5.1.3. Motivation and Values 5.1.4. Attitudes & Attitude Change 5.1.5. The Self 7
input of our nervous system SENSATION MEANING 8
SENSATION A new range of tactile gravure inks and lacquers allow touch & feel sensations to brand names (Sun Chemical) MEANING 9
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SENSATION MEANING 11
MEANING 12
MEANING 13
Buyers Views of Sellers (78%): The enemy Untrustworthy Pushy Aggressive Manipulative Unreliable Devious Opinionated Arrogant Poor Listeners Only 18% saw the salesperson in positive terms. Source: Negotiation Resource International Buyer Behaviors, 2001 MEANING 14
sights sounds smells tastes textures i m u l i 15 Sensory receptors SENSATION Attention Interpretation MEANING Response
STIMULI SENSATION Now, back to MEANING perceptual maps! 16
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perceptual gap perceptual gap Now, back to perceptual gaps! 18
4 sights sounds smells tastes textures i m u l i 19 SENSATION Colours in the service of marketers MEANING
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In 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 21
4 sights sounds smells tastes textures i m u l i 22 SENSATION MEANING
4 sights sounds smells tastes textures i m u l i 23 SENSATION Audio Architecture Once Elevator Music, now Muzak, music experiences MEANING
Sound Greeting Cards Media Clip 24
4 sights sounds smells tastes textures i m u l i 25 SENSATION Olfactory Marketing Smells can have a significant effect on mood and sense of well-being: bakery in a supermarket... MEANING
CitroënC4 offers a scent-diffuser in the ventilation system and a range of nine different scents. www.parfum-indigo.com 26
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). 27
4 sights sounds smells tastes textures i m u l i 28 Sales promotion through tasting SENSATION Blind taste test MEANING
Inter-cultural differences National taste 29
4 sights sounds smells tastes textures i m u l i 30 SENSATION MEANING
Touching is influenced by someone's background and culture. Arabs may touch once or not at all while North Americans could 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 far more frequently. New-Zealand4 31
sights sounds smells tastes textures i m u l i 32 Sensory receptors SENSATION Attention Interpretation MEANING Response
33 Interpretation: understand meanings Aoccdrnigto a rscheearch at an Elingsh uinervtisy, it deosn't mttaerin wahtoredrthe ltteersin a wrodare, the olny iprmoetnttihngis tahtfristand lsatltteeris Interpretation at the rghitpclae. The rsetcan be a toatl msesand you can sitll raedit wouthit porbelm. Tihsis bcuseae we do not raed ervey lteterby it slefbut the wrodas a wlohe!
Role of Symbolism in Interpretation Sign Interpretation logo 34
Role of Culture in Interpretation Interpretation 35
sign logo brand Interpretation MEANING Response 36
sign logo brand Interpretation MEANING Response 37
sign logo brand Interpretation MEANING Response 38
sign logo brand Interpretation MEANING Response 39
5.1.1. s 5.1.2. Learning & Memory 5.1.3. Motivation and Values 5.1.4. Attitudes & Attitude Change 5.1.5. The Self 40
41 Part Five out of Six