CONSUMER INSIGHT
Consumer Behavior & Implications for IMC
CONSUMER BEHAVIOR
Consumer Insight
Information and intelligence on consumer behaviours,
attitudes or values that are directly relevant and useful
towards the marketing and growth of a brand or product.
Based on market data, unique and actionable.
Consumer Behaviour
All things related to how humans operate as consumers
the process and activities that people engage in when
searching for, selecting, purchasing, using, evaluating and
disposing of products and services so as to satisfy their
needs and desires
CONSUMER BEHAVIOR PERSPECTIVE
SYSTEMATIC DECISION MAKERS
Maximize the benefits
ACTIVE INTERPRETERS
Cultural / social factors affect responses
SYSTEMATIC / RATIONAL DECISION
MAKER
CONSUMER DECISION MAKING
Decision Stage Psychological Process
Problem
Need recognition Motivation
Information search Perception
Alternative evaluation Attitude formation
Purchase decision Integration
Postpurchase evaluation Learning
I. NEED
RECOGNITION &
MOTIVATION
Why consumer buy?
NEED RECOGNITION
New Needs
Out of Stock Dissatisfaction
or Wants
Related Product Market-Induced New
Purchase Recognition Products
MASLOW’S HIERARCHY OF NEEDS
Self-actualization needs (self-
development, realization)
Esteem needs (self-esteem, recognition,
status)
Social needs (sense of belonging, love)
Safety needs (security, protection)
Physiological needs (hunger, thirst)
PROBING THE MINDS OF
CONSUMERS
In-depth Association
Interviews
interviews tests
Projective
Focus groups
techniques
D:\Course Contents\IMC\1. PPTs & Cases\1.
PPTs\3. Consumer Behavior\Pizza Turnaround
II. INFORMATION
SEARCH &
PERCEPTION
INFORMATION SEARCH
Personal
sources
Selection of source
PERCEPTION
Perception is the process by which individuals receives,
selects, organizes, and interprets information to create
a meaningful picture of the world.
Three distinct processes:
Sensation,
Selecting information, and
Interpreting information
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PERCEPTION
Perception is the process by which individuals receives, selects, organizes,
and interprets information to create a meaningful picture of the world.
Three distinct processes: Sensation, Selecting info., and Interpreting info.
Selective Perception Process: Selectivity can occurs throughout the
various stages of perception process.
Selective exposure
Selective attention
Selective comprehension
Selective retention
III. ALTERNATIVE
EVALUATION
& ATTITUDE
FORMATION
ALTERNATIVE EVALUATION
All available brands
Brand A Brand B Brand C Brand D Brand E
Brand F Brand G Brand H Brand I Brand J
Brand K Brand L Brand M Brand N Brand O
Evoked Set of Brands
Brand B Brand E
Brand F Brand I
Brand M
TWO FORMS OF EVALUATIVE
CRITERIA
Evaluative Criteria
Objective Subjective
Price Style
Warranty Appearance
Service Image
ATTITUDES TOWARDS BRANDS
Attitudes: overall feelings toward an object; or evaluation
of an object
Individuals Products
Ads Brands
Attitudes
Toward:
Media Companies
Retailers Organizations
MULTI ATTRIBUTE
MODEL
ATTITUDES TOWARDS BRANDS -
MULTI-ATTRIBUTE ATTITUDE MODEL
ATTITUDE CHANGE STRATEGIES
• Increasing/changing the belief rating of brand on an
important attribute (e.g. Maruti Ciaz)
• Change consumers’ perceptions of the relative
importance of an attribute (e.g. Canon digital cameras)
• Add a new attribute to the attitude formation process
(e.g. Fogg)
• Change perceptions or beliefs rating about a competing
brand (e.g. Rin vs Tide)
INTEGRATION PROCESS & DECISION
RULES
Pre-
evaluation
Integration
processes
Heuristics
Affect
referral
decision rule
IV. PURCHASE DECISION
V. POST PURCHASE
EVALUATION
PURCHASE DECISION AND
EVALUATION
Post
evaluation
Decision
Satisfaction
Purchase
intention Dis-
satisfaction
Brand loyalty
Cognitive
dissonance
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CONSUMER DECISION MAKING -
VARIATIONS
Decision Stage Psychological Process
Problem
Need recognition Motivation
Information search Perception
Alternative evaluation Attitude formation
Purchase decision Integration
Postpurchase evaluation Learning
ACTIVE INTERPRETERS (CONSUMER
AS SOCIAL BEING)
SOCIO CULTURAL CONSUMPTION
