We will analyze how consumer behaviour affects buying

1. What major
psychological processes
influence consumer
responses to the
marketing system?

2. Key psychological processes-
MOTIVATION
PERCEPTION
LEARNING
EMOTION
MEMORY

3. MOTIVATION
Need becomes a motive when aroused to a
desired level
There are 3 theories of motivation-
Freud’s Theory- one cannot understand one’s
motivations fully
Maslow’s theory-human needs are arranged in a
hierarchal
form

4. Implication of theories
Freud’s Theory helps market decide at what level to develop
the message
and appeal.
Maslow’s Theory implies that people try to satisfy their
most important
need first and then , try for the next important thing.
Herzberg’s Theory implies absence of factors causing

5. Perception
Process by which we select , organize and
interpret information inputs
to create a more meaningful picture of the
world.
Different perceptions arise due to-
Selective attention
Selective Distortion

6. Selective attention
Means marketers must work hard
to gain people’s attention,
as people screen out excessive information or
ads.
Marketers attempt their offers intrusively

7. Selective Distortion & Attention
Distortion is the tendency to interpret information
to fit our preconceptions ,
and retention of selective information is done to support our beliefs
beliefs
Brand & product beliefs change
actual product perceptions,
and may work to the brand’s advantage.
Marketers need repetition to prevent distortion

8. Learning
Learning theory implies you generalise your response to certain
stimuli.
Marketers build demand by associating product with
strong drives, and provide positive reinforcement.
Companies also use ‘discrimination’ to stand out

9. Emotions
An ad or product can get you excited, amused , disgusted or
amazed.
eg. Surf Excel’s “dag ache hain!!” campaign , television soaps or
films

10. Memory
Consumer brand knowledge is like a node
in the memory , with linked associations
Strength and organisation of these associations defines recall
capacity
Companies like to create a mental map of their brand,
in the consumer’s mind, highlighting its brand beliefs

11. Memory processes & Retrieval
The more attention we play to the meaning of information, the
stronger the resulting associations in memory
Presence of other product information can produce interference
during recall . This is a challenge for marketers.
Retrieval cues are important – packaging , displays etc.

12. Thank you for watching!!

13. UPLOADED BY SHREYANS DAGA,
MNIT JAIPUR
DURING AN INTERNSHIP BY
PROF. SAMEER MATHUR,IIM LUCKNOW
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