Consumer Behavior & Marketing

Communication
UNIT -2
▪ Consumer Perception by Akshika Kansal
▪ Behavioral Learning Theory by Abhishek Mishra
▪ Cognitive Learning Theory by Anjali Choudhary
▪ Consumer attitude Formation & Changes by Anant Goel
▪ Reference Group by Aman Singh
▪ Family, Gender & Age Influences by Adarsh Chandra
Tiwari
▪ Social Class and Consumer Behavior by Aman Kumar
Pathak
▪ Consumer Learning by Aniket Choudhary
▪ Cultural Influences on Consumer Behavior by Abhishek
Kumar
Consumer Perception
• Consumer perception refers to how customers view, interpret and
feel about a product, brand, or company.
• This perception is influenced by various factors, including past
experiences, advertising, brand reputation, and even word-of-
mouth.
• Positive consumer perception can drive loyalty and sales, while
negative perception can lead to customer churn and harm a
brand's image.
• Consumer perception is crucial because it directly impacts a brand's
success in following ways -
1. Influences Purchase Decisions
2. Drives Brand Loyalty
3. Influences Brand Reputation
4. Impacts Word-of-Mouth Marketing
Behavioral Learning Theory
to Consumer Behavior
▪ Focuses on how consumers develop behavior patterns through
experiences and external stimuli.
▪ Classical Conditioning: Associating a brand with positive
experiences (e.g. ads with pleasant music). Creates emotional
connections to the brand.
▪ Operant Conditioning: Learning through rewards and
punishments.
Positive Reinforcement: Discounts, loyalty points
Negative Reinforcement: Removing barriers like fees
▪ Stimulus Generalization: Consumers transfer positive feelings
from one product to brand extensions.
▪ Marketing Applications: Repetition of ads, promotional offers, and
loyalty programs to reinforce consumer behavior and build brand
loyalty.
Cognitive Learning Theory to
Consumer Behavior
▪ Cognitive learning in consumer behavior is when consumers gain
knowledge and skills through mental processing, not just direct
experience. It involves understanding and retaining information,
which shapes their attitudes, preferences, and buying decisions.
▪ Types of Cognitive Learning -
1. Rote Memorization: Simple memorizing information, like a brand
slogan or a product feature , without deep understanding. It's often
short-term but can influence brand awareness.
2. Associative Learning: Associating products with particular
experiences or benefits, such as linking a sports drink with energy or
associating a luxury car with status.
3. Schema and Script Learning: Developing mental schemas or scripts,
such as recognizing specific product categories (organic foods, energy
drinks) and expecting certain benefits or features from them.
Consumer attitude Formation & Changes
▪ Consumer Attitude
Overall feelings, beliefs, and behavioral tendencies towards a product/brand.
Components – Cognitive: Consumer beliefs/knowledge (e.g. eco-friendliness of electric cars)
Affective: Emotional responses (e.g. joy from luxury brands)
Behavioral: Intentions/actions (e.g. purchasing due to positive beliefs)
▪ Factors in Attitude Formation
Personal Experience: Direct product interaction shape beliefs.
Social Influence: Family, friends, social media.
Marketing Communications: Ads, promotions, and PR shape consumer views.
Cultural Factors: Cultural values influence perceptions.
▪ Changing Consumer Attitudes
Persuasion: Logical or emotional appeals in communication.
Positive Associations: Aligning with causes/values (e.g. sustainability)
Two-Way Communication: Engaging consumers via feedback, social media.
Repositioning: Altering the product or rebranding.
Cognitive Dissonance: Resolving conflicting beliefs.
▪ Theories of Attitude Change
Elaboration Likelihood Model: Central (deep) vs Peripheral (superficial) processing.
Cognitive Dissonance: Changing attitudes to reduce discomfort from conflicting beliefs.
Balance Theory: Consumers seek consistency between themselves, products, and brands.
Reference Group Influence on
Consumer Behavior
▪ These are the social groups that influence individual beliefs, attitudes,
and behaviors by providing a comparison point.
▪ Types of Reference Groups:
Direct (Membership): Groups to which an individual directly belongs, like
family, friends, and colleagues.
Indirect (Aspirational): Groups an individual aspires to join, such as
celebrities or influential figures.
▪ Consumers are influenced by the likes and opinions of their reference
groups. They might choose certain products or brands to match the
values and choices of their group.
▪ Reference groups can affect which brands or products people buy,
especially for things that others can see or that reflect social status.
▪ Consumers seek group validation to reduce risks associated with their
purchases.
Family, Gender & Age
Influences on Consumer
Behavior
▪ Family: Family members influence choices, parents take
majority of the decisions while purchasing something,
while kids affect choices in technology and trends.
▪ Gender: Marketing is shifting from old gender roles to a
more inclusive approach, recognizing that people of all
genders share similar interests.
▪ Age: Young: Driven by new technological trends, digital
engagements.
Middle-Aged: Value practicality, family oriented.
Older: Prefer simplicity, reliability.
Social Class and Consumer
Behavior
▪ Social class is a group of people who share similar traits, like
income, job, education, and lifestyle, which affects how they
act as consumers.
▪ Purchase Decisions: Social class influences buying choices.
People in higher classes may prefer luxury brands, while those
in lower classes might choose more affordable options.
▪ Product Perception: People in different classes view brands
differently. Higher-class consumers might see certain brands as
prestigious, while lower-class consumers focus on value and
practicality.
▪ Lifestyle Choices: Social class affects lifestyle and spending on
things like housing, clothes, travel, and entertainment.
▪ Media Habits: Media use varies by class. Higher classes may
read high-end magazines, while lower classes may pick budget-
friendly media.
Consumer Learning
▪ Kotler’s Definition of Learning in Consumer Behavior: Learning is a behavior change that happens through
experience. It's crucial for understanding consumer actions since many choices come from past learning.
▪ Continuous Learning: Consumers keep learning through activities like reading, observing, and talking. Each
experience or piece of information helps shape future decisions.
▪ Types of Consumer Learning
▪ Classical Conditioning:
▪ Concept: Learning by connecting two things (e.g., a brand and positive feelings).
▪ Application: Brand jingles or logos create positive associations.

▪ Operant Conditioning (Instrumental Learning):

▪ Application: Loyalty programs and discounts encourage repeat buying.

▪ Observational Learning:
▪ Concept: Learning by watching others.
▪ Application: Influencers and celebrities inspire similar buying decisions.
Elements of Consumer Learning
▪ Motivation: Drives consumers to learn about products to fulfill their needs.
▪ Cues: External signals like ads or packaging grab consumer attention.
▪ Response: The action taken after motivation or cues, like making a purchase.
▪ Reinforcement: Positive experiences increase the chance of repeat behavior, boosting loyalty.
Cultural Influences on Consumer Behavior
▪ Influence of Culture: Culture shapes our choices and consumer
habits, impacting what we value, buy, and how we see brands.
▪ Cultural Factors: These include shared beliefs, values, customs, and
traditions that affect everyday decisions, like food preferences and
clothing styles.
▪ Language and Symbols: Language and symbols matter as their
meanings can vary across cultures. Brands need to be careful with
messaging to avoid misunderstandings.
▪ Tailored Marketing: Companies often adjust their products and
messages based on local or cultural preferences.
▪ Example: A brand might use traditional ingredients in cosmetics or
specific colors and symbols to match local tastes.
▪ Benefit for Marketers: Understanding cultural details helps marketers
design campaigns that connect well with their target audience.
 Thank You
▪ Abhishek Kumar (2311930700010)
▪ Abhishek Mishra (231193070011)
▪ Adarsh Chandra Tiwari (2311930700012)
▪ Akshika Kansal (2311930700020)
▪ Aman Kumar Pathak (2311930700024)
▪ Aman Singh (2311930700025)
▪ Anant Goel (2311930700027)
▪ Aniket Choudhary (2311930700028)
▪ Anjali Choudhary (2311930700030)