Transcript Integrated Marketing Communications

Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Challenge for marketers
How to influence the purchase behavior of consumers in favor of
the product or service they offer.
Actual purchase is only a part of an overall process that governs
the purchase behavior of consumers.
Hence, understanding of consumer behavior is important.
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Defining consumer behavior
It is the process and activities people engage in when searching
for, selecting, purchasing, using, evaluating, and disposing of
products and services so as to satisfy their needs and desires.
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
A basic model of consumer decision making
1. Problem recognition
Motivation
2. Information search
Perception
3. Alternatives evaluation
Attitudes
4. Purchase decision
5. Post purchase evaluation
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
1. Problem Recognition
It is caused by a difference between the consumer’s ideal
state (what the customer wants the situation to be like) and
actual state (what the situation is really like).
Sources of problem recognition
Out of stock
Dissatisfaction
New needs/wants
Related products
Marketer-induced Problem Recognition
New products
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Marketers want to know:
How does the consumer perceive the problem?
How does the consumer become motivated to solve it?
Goal oriented behavior
Approaches to understand consumer motivation:
Maslow’s hierarchy of needs
Psychoanalytic theory
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Maslow’s Hierarchy of Needs
SelfActualization
needs
Esteem Needs
(recognition, status)
Social Needs
(sense of belonging)
Safety Needs
(security, protection)
Physiological Needs
(Hunger, thirst)
Huggies Appeals to
Need for Love
Brittania appeals for
Health
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Psychoanalytic Theory
Developed by Sigmund Freud. It says that consumers’
motivations for purchasing are often very complex and unclear to
the consumers themselves.
The study of consumers’ motivation was known as Motivation
Research
The decisions are often deeply rooted in the consumers
subconscious mind.
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Some motivation research methods:
In-depth interviews – face to face interaction with the customers
Association tests – respond with the first thing that comes to the mind
Focus groups – a number of people with similar background brought
together to discuss an idea or issue
Projective techniques – projecting the internal states(consumer
values’motives,attitudes or needs) upon some external source
• Projective techniques are methods used by psychologists to uncover
deep-rooted thoughts that may not arise as a result of direct questioning.
•
Thematic Apperception Test (TAT)
•
Sentence Completion: Respondents presented with various incomplete sentences
and asked to complete them. "If only this product was..."
•
Role-playing: Participants are asked to play the role of someone else.
•
Word association: Participants are asked to give the first word that comes to mind
immediately after being shown or told a word.
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
2. Information Search
Internal Search
Through past experiences, knowledge
External Search
Personal sources: friends, relatives, co-workers etc.
Marketer-controlled sources / commercial sources:
advertisements, point of purchase displays, internet etc.
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Public sources: articles in magazines, reports on TV etc.
Personal experience: actually handling, examining or
testing the product
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Marketers are interested to know how consumers acquire and use
information from external sources.
Marketers want to know:
1. How consumers sense external information
2. How they select various sources of information
3. How this information is interpreted and given meaning
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Perception
The process by which an individual receives, selects, organizes and interprets
information to create a meaningful picture of the world.
Sensation – Selecting information – Interpreting the information
Selective Perception Process
Selective
Exposure
Selective
Attention
Selective
Comprehension
Selective
Retention
Feeling of Being SLAPPED
Pressure on Orange color for Orange Juice
WE CAN SUM IT UP IN TWO WORDS:
EXCEPTIONAL, EXTRAORDINARY, FANTASTIC, FRESH TASTE.
ADMITTEDLY, WE’RE BAD AT SUMMATION.
There just aren’t enough adjectives to describe the
straight-from-the-orange taste of Tropicana Pure Premium.®
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Subliminal Perception
Ablilty to perceive a stimulus that is below the level of conscious
awareness
Subliminal Marketing influences the consumers at a subconscious level and this is a controversial issue having ethical
implications.
Ex: Parle melody- Tantrik
TOTAL Engine oil.
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
3. Alternative Evaluation
In this stage the consumer compares the various brands/products
and those identified as purchase option are referred to as Evoked
Set.
Marketers use advertising to create ‘top-of-mind-awareness’ for
getting their brand in the consumers evoked set.
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
After consumers have identified evoked set, they evaluate the
various brands.
‘Evaluative Criteria’ are the dimensions or attributes of a product
that are used to compare different alternatives.
Eg. For buying a car: price, warranty, fuel efficiency, style,
performance
Consequences:
Functional Consequences
Psychological Consequences
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Attitudes
An individuals overall feelings toward an object.
Advertising and promotion are used to create favorable attitudes
toward new products and services
Changing customer’s attitude by:
:-increasing the strength of an attribute(Punctuality by Jet Air)
:-changing customers perception about an attribute(Frost Free
Refrigerator)
:-adding a new attribute(Colgate with active SALT)
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Integration Process and Decision Rules
‘the way product knowledge, meanings and beliefs are combined
to evaluate two or more alternatives’
Simplified decision rules are called ‘heuristics’
Eg. For familiar products that are purchased frequently:
price-based heuristics
promotion-based heuristics
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
4. Purchase Decision
A predisposition to buy a certain brand is called purchase
intention.
A purchase decision is not the same as an actual purchase.
There can be a time delay between decision and actual purchase.
For products like FMCG, purchase decision and actual purchase
is almost simultaneous.
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
5. Post-purchase evaluation
After using product, consumer compares the level of performance
with expectations.
performance
expectations
satisfaction
performance
expectations
dissatisfaction
Cognitive dissonance: a feeling of psychological tension or post
purchase doubt that a consumer experiences after making a
difficult purchase
Integrated Marketing Communications
Module 1: An introduction to IMC
Concept 4: Perspectives on Consumer Behavior
Companies engage the customers after purchase by:
follow up letters and brochures
toll-free numbers or email addresses for feedback
return and refund policies
extended warranties and guarantees