Consumer Bahavior-4 a Marketing Plan prerequisite by www.marketingPlanNOW.com

Consumer Behavior-4 From Perceptions to Behavior Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-2 6. Creativity

Course Schedule  Part 2 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity part 2 part 3

5. Consumer Behavior  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior © Danny Abramovich

5. What Affects CB ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5. What Affects CB ? D ecision Making Process C onsumer Behavior Outcomes   Psycho logical Core Internal Process C onsumer’s Culture External Process ,[object Object],[object Object],[object Object],[object Object]

5.1 Psychological Core Psycho logical Core Internal Process ,[object Object],[object Object],[object Object],[object Object]

5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self ,[object Object],[object Object],[object Object],[object Object]

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process SENSATION MEANING Perceptual Process Perception input of our nervous system

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process SENSATION MEANING Perceptual Process Perception A new range of tactile gravure inks and lacquers allow touch & feel sensations to brand names (Sun Chemical)

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Perceptual Process Perception

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process SENSATION MEANING Perceptual Process Perception

5.1 Psychological Core Internal-process MEANING Perceptual Process Perception

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],[object Object],Buyers’ Views of Sellers (78%): Internal-process MEANING Perceptual Process Perception ,[object Object],[object Object],[object Object],[object Object],[object Object],Only 18% saw the salesperson in positive terms. Source : Negotiation Resource International ‘ Buyer Behaviors’, 2001

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process i m u l i Sensory receptors Attention Interpretation Response Perception SENSATION MEANING s ights sounds smells t astes textures Perceptual Process

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Perception SENSATION MEANING STIMULI Perceptual Process Now, back to perceptual maps !

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Perception

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Perception Now, back to perceptual gaps ! perceptual gap perceptual gap

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception  C o l o u r s in the service of marketers

5.1 Psychological Core Internal-process

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process 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 Perceptual Process

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception 

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception  “ Audio Architecture” Once “Elevator Music“, now Muzak, music experiences

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Sound Greeting Cards Perceptual Process

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception  Olfactory Marketin g Smells can have a significant effect on mood and sense of well-being: bakery in a supermarket...

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Citroën C4 offers a scent-diffuser in the ventilation system and a range of nine different scents. www.parfum-indigo.co m Perceptual Process

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process 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). Perceptual Process

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process i m u l i SENSATION MEANING s ights sounds smells t astes textures Perceptual Process Perception  Blind taste test Sales promotion through tasting

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Inter-cultural differences National taste Perceptual Process

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Touching is influenced by someone's background and culture. A rabs may touch once or not at all while N orth A mericans could touch each other between two and four times an hour, according to some researchers. People from the U nited K ingdom, certain parts of N orthern E urope and A sia touch far less, while in F rance and I taly people tend to touch far more frequently. N ew-Zealand  Perceptual Process

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process i m u l i Sensory receptors Attention Interpretation Response Perception SENSATION MEANING s ights sounds smells t astes textures Perceptual Process 

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Interpretation Interpretation: understand meanings Aoccdrnig to a rscheearch at an Elingsh uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht frist and lsat ltteer is at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae we do not raed ervey lteter by it slef but the wrod as a wlohe!

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Interpretation Role of Symbolism in Interpretation Sign logo

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Interpretation Role of Culture in Interpretation

5.1 Psychological Core ,[object Object],[object Object],[object Object],[object Object],Internal-process Interpretation Response Perception MEANING Perceptual Process s i gn l o g o b ra n d

5.1 Psychological Core 5.1. 1. Perceptions 5.1. 2. Learning & Memory 5.1. 3. Motivation and Values 5.1. 4. Attitudes & Attitude Change 5.1. 5. The Self ,[object Object],[object Object],[object Object],[object Object],

Consumer Bahavior-4 a Marketing Plan prerequisite by www.marketingPlanNOW.com

Recommandé

Recommandé

Contenu connexe

En vedette

En vedette (17)

Similaire à Consumer Bahavior-4 a Marketing Plan prerequisite by www.marketingPlanNOW.com

Similaire à Consumer Bahavior-4 a Marketing Plan prerequisite by www.marketingPlanNOW.com (20)

Plus de www.marketingPlanMODE.com

Plus de www.marketingPlanMODE.com (17)

Dernier

Dernier (20)

Consumer Bahavior-4 a Marketing Plan prerequisite by www.marketingPlanNOW.com