conb session-3 (final)

8/8/2019 Conb Session-3 (Final)

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Cultural (E)

Culture

Subculture

Cultural (E)

Culture

Subculture

Social (E)

Reference

Groups

Family

Social (E)

Reference

Groups

Family

Psychological (I)

Perception

Motivation

Personality

Learning

Attitudes

Psychological (I)

Perception

Motivation

Personality

Learning

Attitudes

Factors Influencing ConB


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What comes to your mind w

hen yousee ...


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How we see the world around us.

Perception


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Basic Concepts ofPerception

1.Sensation

2.Absolute Threshold

3.Differential Threshold

4.Subliminal Perception


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1. Sensation

Immediate & direct response ofsensory organs to stimuli.

Products

Packages

Brand Name

Advt Theme /

Commercials

Eyes

Ears

Nose

Mouth

Skin

See

Hear

Smell

Taste

Touch

Evolution

&

Use of

Products

Stimuli Sensory Inputs

(receptors)

Sensory Functions

(Proces of Transforming a Sensation)


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Some Examples w.r.t. Sensation

1. Vision: Package size with eye-catching shapes / Colours-warm (roy)

vs cool (gvb)

2. Sound: Ad jingle; Auto engine sound; Retail env (fast vs slow tempo)

3. Smell: Cosmetics, Foods; Scented stores (Barista, CCD, Krispy

Kreme);Scented cars (ambipure); Soaps (Liril & Cinthol); Pleasant

Cola smell.

4. Taste: Beverages / Food markets; Taste test

5. Touch: Fabric; REI chain of sporting goods


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Dutchdetergent advtdemonstrates

(Floweryorange fades

without Dreft)


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2. Absolute Thresholds

The minimum level of stimulus needed for it to be

perceived i.e., the point of detecting a difference

between something & nothing.

Forexample: the point at which one can first see the

billboard on a high way. Before that point the

billboard is below the absolute threshold.


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3. Differential Thresholds

The minimum difference that can be detected

between two similar stimuli is known as thedifferential stimuli or the j.n.d. (just

noticeable difference).

The minimum detectable difference.


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Example of Differential Threshold

1. A black & white television commercial.

(Levis black & white ad)

2. Cadburys relaunched version of Dairy Milk.

3. Jenson and Nicholsons full page ad.

5. Advertorial (Readers Digest)

6. LG is expensive


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Gradual Changes

in Brand Name

Fall Below the

J.N.D.


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Strategic Applications of JND

Pricing:

When raising the price, try to move .............

Sales promotion:

Make coupons ___________ than the JND.

Product:

Make decreases in size of food product _______ than JND.

When the word new is used, product change is ______ than JND.

Packaging:

To update package styling & logo keep ________ the JND.

To change image, make styling changes ________ than the JND.


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4. SubliminalPerception

Occurs when the stimulus is below the level of

the consumers awareness.


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Stimulus Organisation

Consumers show a tendency to organise various stimuli into groups

and perceive them as unified whole objects.

Closure Principle: Consumers tend to perceive an incompletepicture as complete. E.g., Herohonda ad.

Principle of Grouping: Consumers tend to group stimuli. E.g.,

Pepsi has associated itself with Indian Cricket; Axe effect are best

for youth

Figure-ground Principle: Combo of dominant i.e., figure

(message) and secondary background stimulus i.e., ground

(jingle, humour, graphics etc). E.g., Airtel ad having A R Rahman's


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Principle of Closure

This Land Rover ad illustrates the use of the principle ofclosure, in which people participate in the ad by mentally

filling in the gaps in the sentence.


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Principle ofGrouping

Proximity

Seeing 3 pair of lines in A.

Similarity S

eeing columns of orange andred dots in B.

Continuity

Seeing lines that connect 1 to2 and 3 to 4 in C.

Closure Seeing a horse in D.


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Figure-groundPrinciple

This billboard for Wrangler jeans makes creative use of thefigure-ground principle.


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MOTIVATION


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Motivation

...aninner state ofarousal [drive] that [creates]..

.energy to achieveagoal.


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Meaning: to understand why consumers do what

they do. i.e., why do people buy our product.

Goal of marketing is to satisfy consumers needs.

ConsumerMotivation


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NEEDS(Desires orWants)

DRIVES(Motives)

GOALS(Incentives)

Need for

food & water

Hunger

&

Thirst drives

Pizza, Coca-Cola

Simple Model ofMotivation


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NEED TYPES

Primary (Psychological i.e., thirst, hunger and sex)

Secondary (Acquired i.e., sense of belongingness, status and

self-esteem)

Consumers may be unaware about secondary needs so

symbolism is attached with brands. E.g., Louis Philip, Park

Avenue in apparel, Mercedes in automobile and Fast Track in

watch reflect symbolism. Research supports this. For e.g., Liril soap was launched in

70s after a research that housewives had a distinctive need for

fantasizing. Ad of Liril captured that- waterfall, freshness

(green) & carefree attitude of model.


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Changing Consumer Needs


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THEORIES OF MOTIVATION


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Maslows Hierarchy of Needs

To earn a PhD / to win gold medal

/ To serve nation as politician

/ to play for country / become a great

musician, actor

Cars / furniture / credit cards

/ luxury products

Superior clothing / clubs

/ entertainment

Insurance / investments /

helmet / seat belt / anti-virus

Basic food / clothing

/ drinks / sex


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Need Hierarchy Theory & Marketing

Marketers should not promise what they cannot deliver or create

unrealistic expectations

An useful frameworkfordeveloping advertising appeals.

Is often used as a basis for market segmentation, with specific Ad

appeals directed to one or more need-segment levels.

Works well in developing positioning strategies (to find a niche an

unsatisfied need).


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Appeal to Egoistic Needs


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Appeal to Self-Actualization

Ad for an athletic shoes converse


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Appeal to

Affiliation

Needs

Unitedcolours of Benetton


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Appeal toAchievement

Needs


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Thank You

conb session-3 (final)

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