Consumer behaviour 1 (Second Part)

Irving Arias Dro
Mind Map by Irving Arias Dro, updated more than 1 year ago More Less
Irving Arias Dro
Created by Irving Arias Dro almost 4 years ago
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University Marketing Mind Map on Consumer behaviour 1 (Second Part), created by Irving Arias Dro on 01/13/2016.

Resource summary

Consumer behaviour 1 (Second Part)
1 Perception:
1.1 Definition: Process whereby people select, organize and interpret information from the outside world.
1.2 Model of consumer perception process.
1.2.1 Exposure
1.2.1.1 Exposure means that a stimulus comes within the reach of one or more of our five senses: seeing, hearing, smelling, touching, and tasting
1.2.1.1.1 Stimulus: is any object or event in the external environment. Exposure determines whether a stimulus even has the opportunity to be sensed by the consumer.
1.2.1.1.1.1 Example: If you advertised Pocket God on a country music station, and if your target consumers—mostly teenagers—didn’t listen to country music stations, then the commercial would not have gained exposure with your target audience.
1.2.2 Attention
1.2.2.1 Attention can be defined as allocation of mental processing capacity. When attention is given, the mind focuses on a stimulus, ready and willing to process further information from that stimulus
1.2.2.1.1 Getting attention is a major concern for marketers because most consumers face a flood of stimuli. For a stimulus even to be noticed, it has to make its presence felt to one of our five senses
1.2.3 Interpretation
1.2.3.1 Is the process and outcome of understanding the meaning of a stimulus
1.2.3.1.1 Example: When you first saw a can of 911 Smart Energy Drink on a store shelf, you wondered if 911 had anything to do with the September 11 World Trade Center tragedy. Then you read the label that says that it is a drink made by a nutritional scientist in Switzerland. So you made a mental note to try it sometime.
2 Learning Theories
2.1 Learning definition: is a change caused by information or experience. Learning about products can occur deliberately(Deliberadamente), as when we set out to gather information about different MP3 players before buying a brand.
2.1.1 Behavioural learning:
2.1.1.1 Behavioural Learning: Behavioural learning theoires assume that learning takes place as result of connectuon that form between events that we perceive.
2.1.1.2 Classical conditioning
2.1.1.2.1 A perspn perceives two stimuli at about the same time. After a while, the person transfers his response from one stimulus to the other. Theory developed by Pavlov in the experiment of the dog food and the ring bell.
2.1.1.2.1.1 Example: An ad shows a product and a breathtaking beautiful scene so that (the marketer hopes) you will transfer the positive feelings you get from looking at the scene to the advertised product. (Ad of car with a nice background showing a sunset in a lovely beach)
2.1.1.3 Operant conditioning
2.1.1.3.1 When people learng that their actionsresult in rewards or punishents, THis influences how they will respond in similar situations in the future.
2.1.1.3.1.1 Example: Some marketers create product line extensions in which new products share the name of an established brand so that people;s good feelings about the current product will transfer to the new one. Dove which is associated with gentle soup was able to establish itself as a producer of bodylotions and more products because the consumer already trust the product.
2.2 Cognitive Learning:
2.2.1 This theory views people as problem solvers who do more than passively react to associations between stimuli.
2.2.2 Observational learning:
2.2.2.1 When people watch the actions of others and note what happens to them as a result.
2.2.2.1.1 Example: Health clubs and manufacturers of exercise equipment feature well-muscled people using their products. Mouthwash show that fresh breath is the key to romance.
3 Culture
3.1 Culture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals.
3.1.1 For a brand, it is important to understand and take into account the cultural factors inherent to each market or to each situation in order to adapt its product and its marketing strategy.
3.1.1.1 Example: McDonald’s is a brilliant example of adaptation to the specificities of each culture and each market. Well aware of the importance to have an offer with specific products to meet the needs and tastes of consumers from different cultures, the fast-food giant has for example: a McBaguette in France (with french baguette and Dijon mustard), a Chicken Maharaja Mac and a Masala Grill Chicken in India (with Indian spices
4 subculture
4.1 Subcultures are groups of people who share the same values ​​based on a common experience or a similar lifestyle in general. Subcultures are the nationalities, religions, ethnic groups, age groups, gender of the individual, etc..
4.1.1 Brands often communicate in different ways, sometimes even create specific products (sometimes without significant intrinsic difference) for the same type of product in order to specifically target an age group, a gender or a specific sub-culture.
4.1.1.1 Example: in recent years, the segment of “ethnic” cosmetics has greatly expanded. These are products more suited to non-Caucasian populations and to types of skin pigmentation for african, arab or indian populations for example.
5 Social Class
5.1 Social classes are defined as groups more or less homogenous and ranked against each other according to a form of social hierarchy. Even if it’s very large groups, we usually find similar values​​, lifestyles, interests and behaviors in individuals belonging to the same social class.
5.1.1 three general categories among social classes : lower class, middle class and upper class.
5.1.1.1 Example: For example, consumers from the middle class and upper class generally consume more balanced and healthy food products than those from the lower class.
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