Scribd Logo
Upload

Welcome to Scribd!

  • 1 views

    Basics of Marketing-Lecture4

    Uploaded by

    Aayush Tiwari

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Basics of Marketing-Lecture4

    Uploaded by

    Aayush Tiwari
    1 views120 pages

    Original Title

    Basics of Marketing-lecture4

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1 views120 pages

    Basics of Marketing-Lecture4

    Uploaded by

    Aayush Tiwari

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 120

    Basics of Marketing

    Lecture 3
    • Buyer Behaviour – Consumer &
    industrial,
    • Role of Consumer Behaviour in
    Index Marketing,
    • Psychological Aspects of Consumer
    Behaviour viz. Perception, Attitude,
    Motivation, Learning & Personality
    Buyer Behaviour
    – Consumer &
    industrial
    Markets
    Derived Demand
    Types of Ind.
    Customers
    Purchasing
    Orientation
    Psychological Aspects of Consumer
    Behaviour viz. Perception, Attitude,
    Motivation, Learning & Personality
    Perception
    • Perception is defined as the process by which an individual selects,
    organizes, and interprets stimuli in to a meaningful and coherent
    picture of the world.

    Marketing applications of
    consumer perception theory.
    Positioning
    Absolute Threshold & Differential
    Threshold

    • Absolute Threshold: The lowest level at which an individual can


    experience a sensation, the point at which a person can detect a
    difference between “something” and “nothing” is that persons
    absolute threshold for that stimulus.

    • Differential Threshold: The minimal difference that can be


    detected between two similar stimuli is called the differential
    threshold or the just noticeable difference (j.n.d)
    Subliminal Perception
    • People are also stimulated below their level of conscious awareness,
    that is, they can perceive stimuli without being consciously aware that
    they are doing so. Stimuli that are too weak or too brief to be
    consciously seen or heard may nevertheless be strong enough to be
    perceived by one or more receptor cells. This process is called
    subliminal perception, because the stimulus is beneath the threshold,
    or limen of conscious awareness.
    Gestalt Psychology

    • https://www.youtube.com/watch?v=ZWucNQawpWY
    • https://www.youtube.com/watch?v=ftFAbPnNYrg
    • https://www.youtube.com/watch?v=w8f34-DZlm8
    Elements of consumer learning

    1. Motivation.
    2. Cues.
    3. Response.
    4. Reinforcement.
    How Consumers Deal With
    frustation

    You might also like